How to Plan and Run a Successful Social Media CampaignNovember 13, 2019
If you are anything like us, you are always on the lookout for different ways to shake things up on your social media channels. From brainstorming unique social post content to encouraging your school leaders to connect on social, schools are trying a number of tactics to capture their users' interest, boost engagement and support marketing goals.
One strategy that has worked particularly well for many schools and businesses (including Digistorm) is to run a full social media campaign. You may have noticed that on Digistorm, we are running a Movember-themed campaign across our Facebook, LinkedIn and Twitter profiles. So far, we have raised significant funds for the Movember Foundation, as well as plenty of awareness about men's health issues. Social media campaigns can likewise achieve significant results for your school. Here's how you do it.
What is a social campaign?
The term 'campaign' usually refers to an organised effort to work towards a specific goal, or particular result (think: military campaigns or political campaigns). Similarly, marketing campaigns promote a single product or idea and encourage consumers to feel a certain way, or take a desired action. Traditional marketing campaigns encompass a variety of channels, for example, billboards, radio and digital advertising, whereas social media campaigns are limited to your school's social media channels.
With 8 in 10 Australians now active on social media, it's a great place to run a low-cost and high-impact marketing campaign.
Plan your social campaign
As with any marketing activity, success comes down to how well you plan. Every social media campaign should draw from your overall school digital marketing plan. Your marketing plan is a written strategy that outlines your school's marketing objectives (e.g. increasing brand awareness or meeting enrolments targets) and the actions your team will take to achieve them. At Digistorm, our marketing plan is linked to our overall company values of fun, committed and competitive. To meet our value of committed, we outlined a number of company initiatives that will allow us to 'give back' to our community, such as participation in charity events.
Struggling to put pen to paper? Check out our guide, Steps to Creating a School Digital Marketing Plan
As mentioned above, your social campaign should have a single purpose. Our purpose for our current social campaign is raising funds and awareness for the Movember Foundation. As with any social media goal-setting, it helps to use the SMART goal framework to help clarify your ideas.
Choose your networks carefully
Your school likely posts on a few different social channels, but not all of them might work for your campaign. For example, if your campaign will be highly visual, Twitter may not be the best channel compared to a platform like Instagram. If you're sharing videos, you'll need to figure out whether you will post links to your YouTube channel or natively share the videos from your social platforms. For our Movember campaign, we chose to post on our company LinkedIn, YouTube and Facebook accounts, and provided content to team members to post on their personal LinkedIn accounts.
Here's one of our Movember team videos where team members described why they were participating:
If you are running a competition, you will also need to check each platform's terms and conditions to ensure that you are operating within their rules. Facebook in particular has very strict rules about how you can run competitions, including how you select and contact the winner. If you don't follow their rules, you may run the risk of the platform removing your entire business profile.
Create your messaging and imagery
Having a consistent message and images will help ensure your campaign sticks in viewers' minds. A memorable social post includes:
- To-the-point content (aim for 1-2 strong sentences)
- Familiar language using your school's tone-of-voice
- Imagery that draws from your brand guidelines and matches your message
- Carefully chosen hashtags (where appropriate).
Here's an example LinkedIn post from our Movember campaign that shares a statistic, spreads our messaging and also draws from our Digistorm brand guidelines:
Direct users to a campaign landing page
If you want viewers to take a particular action after viewing your social posts, a landing page is the best way to make sure they can perform that action quickly and easily. In our case, the landing page was our team Movember page, where users could see more about the motivations behind our team members' participation, or easily donate to the cause. In other cases, you might want users to fill out a form or watch a video. Sending visitors directly to a campaign-specific page where they are led to immediately take that action will dramatically increase your conversion rates.