Despite in essence comprising a 140 character or a genuinely short update about a company, industry or individual, social media campaigns, in order to be successful, need very careful and accurate planning, says social, SEO and technology PR agency, Punch Communications.
Online PR News – 13-October-2011 – – Despite in essence comprising a 140 character or a genuinely short update about a company, industry or individual, social media campaigns, in order to be successful, need very careful and accurate planning, says social, SEO and Technology PR agency, Punch Communications.
The relatively short time it takes to update a status on the various social media platforms, such as Twitter or Facebook, certainly isn’t reflective of the planning that needs to go into it beforehand. PR agencies looking to expand into the social sphere and indeed Social Media Agencies themselves need to be aware that the planning behind the campaign isn’t a quick process. Each and every update not only needs to reflect at least one campaign message but, to ultimately provide the desired return on investment, also needs to be of direct interest to the target audience.
Ben Leuty, account manager at Punch Communications, commented: “Social media campaigns provide a highly effective means of reaching an audience in an instant, but, for this to be as effective as possible, a community has to be built around the brand and this, unfortunately, isn’t an overnight job.
“Initially, like traditional PR campaigns, the messages that the business at hand wishes to portray to the outside world need to be created and agreed. Following this, guidelines need to be set which will, amongst others, establish the volume of daily updates, the time at which each update is to be posted and the type of update, be it news, video, poll or link to a relevant article. The guidelines will no doubt change and evolve depending on the volume of engagement once the posting starts.
“Finally, with this agreed, a calendar of content needs to be created. Once this has been agreed and signed-off, it’s finally time to start the posting side of the campaign. It doesn’t, however, stop there. All posting platforms need to be continuously monitored so any feedback and engagement can be responded to in an appropriate timeframe.”
Social media campaigns are indeed a full-time commitment despite appearing to be just a short update once or twice a day. The benefits of this investment can be huge but, to deliver results, each stage needs to be carefully and accurately implemented in order for the next to work.