As discussed previously about tips to success as well as risks and considerations in social media campaign, with some research articles related to the topic which may have supported the idea being mentioned. In this blog, will be mainly about the approach i wanted to proposed while getting successful in social media campaign. In a way it will be discuss in depth of how the approach works by giving tips, guides and evaluate the risks of it.
The key of a successful social media campaign have the power to interact, would be inspiring and have the potential to boost awareness for the brand (Digital Marketing Institute, 2018). To sum up these requirements to success, as said previously, creativity plays an important role to the way to become successful. There are no measurements nor checklist of measuring the level of creativity, which is why it became the approach i am interested in and choose to investigate about. Before i start to research about creativity lead to success in social media campaign,i think that it can only be measured by the sales of the product or numbers that have been increased and elasticity and correlation of using social media and creativity.
Framework to measure the effectiveness of social media campaign
Wiebe’s analysis state that, the effectiveness of measuring campaigns are relevant to five factors: intensity of the person’s motivation towards a goal, knowledge of how and where the person would go to accomplish motivation, agency that empower the person to work out his motivation into action, the ability and effectiveness of performing task, and lastly the audiences energy and cost needed to carry out motivation (Kotler and Zaltman, 2018).
Tips and guides
As an example of social objective in social media campaign, we can always see or had a chance to get involved, also there are a lot of organizations using this technique as their promotional plan, which is fundraising for cancer research, whereas providing brochures explaining all the money used for and how can people help, through the exposure of newspaper, pictures, company publications, tv, movie, and events held (Kotler and Zaltman, 2018). These events will mainly segment to people who would definitely interested in it. The main thing of social media campaign that has to be aware is that it is easily to mix up marketing means hard selling, which if people think the wrong way, it might ended up with people dislike the whole company (Kotler and Zaltman, 2018). Secondly, price is one of the control variable that have to be concerned about. It is not only include money, opportunity cost and energy cost are also count as price (Kotler and Zaltman, 2018). People might have the thought of not willing to pay for different cost at the same time since they would feel annoying. To sum up the points are people will consider and analyse money invested, and time need to be spend as well as energy used, to know if it’s worthy or beneficial to themselves.
Risks
It is hard to fulfill everyone’s needs and wants, and we can’t take care of everyone’s feeling all the time. Social marketing is unique from business to business. Ideas are expected to be fresh, new and creative in order to gain more people willing to purchase or keep existing customers. But at the same time business has to keep in mind of their beliefs and values in order to satisfy customers and made them accept. There are limitations of using framework approaches applying to most of the case since it will limit the ideas, ended up repeating similar ideas (Kotler and Zaltman, 2018). Moreover, it is easily to become over marketing, will leads to people dislike and turn down ended up increase the noise within the customers.
Digital Marketing Institute. (2018). The 5 Best Social Media Campaigns of 2017 (So Far). [online] Available at: https://digitalmarketinginstitute.com/blog/2017-4-4-the-5-best-social-media-campaigns-of-2017-so-far [Accessed 7 Apr. 2018].
Kotler, P. and Zaltman, G. (2018). Social Marketing: An Approach to Planned Social Change on JSTOR. [online] Jstor.org. Available at: http://www.jstor.org/stable/1249783 [Accessed 7 Apr. 2018].