In the following blog you will find answers to how social media marketing campaigns should be carried out effectively, best practices, guidelines and frameworks collectively summarized by drawing on a range of academic journals and research articles.
An overarching view based on literature from multiple sources related to social media marketing strategies with relation to how such initiative should be carried out effectively states that the most critical part of the approach is at the planning stage. The documentation of strategies, processes and goals is a must in order to minimise the risk of failure when creating a social media marketing campaign that aims to generate leads, boost engagement or maximise the revenue streams of products and services.
“A social media strategy documents how a business or organization will plan, execute, and measure all social media marketing activities” (Neidlinger, 2019)
Social Media Marketing (SMM) strategies should be regarded in a similar light as business strategies in a sense whereby they both require frameworks, tools (i.e. google analytics) and competitor analysis (benchmarking) in order to succeed. On the other hand, a source by (Smart Insights, 2019) stated “we don’t think this is the best approach” as they feel it is most effective when used tactically (flexible to market response) rather than when the strategy must adhere to guidelines.
(Buffer Marketing Library, 2019)
“The brand is your primary asset to manage.”
Supported by literature from Armstrong. (Armstrong, 2016)
By identifying which platform to target the company can manage budgets effectively as social media advertisement can be costly in the beginning i.e. running Facebook ads. Furthermore, by targeting the right audience the results will be greater and will overall prove to be more time-efficient. 97% of social network users revisit Facebook over a three-month period (Nisar, Prabhakar and Patil, 2018) meaning that for most organisations building a strong platform and generating a following on social media sites can prove to be an asset when building the company’s brand.
Here is a list of 5 examples which can serve as best practice when carrying out social media campaigns. In turn, these can also be used as guidelines for any company looking to increase brand awareness, engagement and drive consumer reach.
(Digital Marketing Institute, 2019) – Please click here to read article
Once the proposed strategy has been created and there are a clear set of goals and objectives which the company can work towards it is important to understand the strategic challenges which the company will face when working with this initiative. The production and publishing of regular content is great practice in order to appeal to the target market. Argued by Holzer in (Nisar, Prabhakar and Patil, 2018) believes that companies must provide ‘content not just ad copy’ in order to survive the current market.
Tips and guides
- Social Media Content Planning — As discussed previously, building a social media marketing plan is essential.
- Identify& brainstorm content ideas that will interest target audience.
- Understand what works best for the competition and shadow their actions.
- Great Social Content —The content published must be regular and it needs to offer valuable information that your ideal customers will find helpful and interesting.
- Content: videos, infographics, how-to guides and more.
- A Consistent Brand Image — Across all platforms, each platform has its own unique environment but overall the brand image must stay the same (close to business’s core identity).
- Tracking Competitors — It’s always important to keep an eye on competitors—If the competitors are using a certain social media marketing channel or techniques that seems to be working for them, considering doing the same thing, but do it better!
References
Armstrong, C.G., Delia, E.B. & Giardina, M.D. 2016, “Embracing the Social in Social Media: An Analysis of the Social Media Marketing Strategies of the Los Angeles Kings”, Communication & Sport, vol. 4, no. 2, pp. 160.
Buffer Marketing Library. (2019). Social Media Marketing Strategy: The Complete Guide for Marketers. [online] Available at: https://buffer.com/library/social-media-marketing-strategy?fbclid=IwAR0EW8tuyHb3UA8DmO4XMEzGigSPAm7vOH9YskyalnIb6GMDFTOvrA4CsV4 [Accessed 25 Feb. 2019].
Digital Marketing Institute. (2019). 5 Successful Social Media Campaigns You Can Learn From. [online] Available at: https://digitalmarketinginstitute.com/en-gb/blog/5-successful-social-media-campaigns-you-can-learn-from?fbclid=IwAR3MRL9vWHKLQQlSEFei-auSSSwQ79QGx-ydfQAfbb4kjHHq8bdWU4cEDQs [Accessed 25 Feb. 2019].
Neidlinger, J. (2019). The Best Way to Plan a Social Media Strategy in 5 Steps (Template). [online] CoSchedule Blog. Available at: https://coschedule.com/blog/social-media-marketing-strategy-template/ [Accessed 25 Feb. 2019].
Nisar, T.M., Prabhakar, G. & Patil, P.P. 2018, “Sports clubs’ use of social media to increase spectator interest”, International Journal of Information Management, vol. 43, pp. 188-195.
Smart Insights. (2019). How to Create a Social Media Strategy + Plan – Smart Insights. [online] Available at: https://www.smartinsights.com/social-media-marketing/social-media-strategy/social-media-strategy-planning-essentials-strategy-tactics/?fbclid=IwAR3TXf0IcwnRgKRhGhcTRaOp69ALXsvi5jJ2ALHYM0FTBlpPw-qS-2g-OcM [Accessed 25 Feb. 2019].
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