6 Tips for Launching a Nationwide Social Media Campaign

Sep 02, 2016 | 3  min
author Bonnie Horner
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On my desk at work are two phrases – “Show me where it’s working,” by former Chrysler President Lee Iacocca, and “People First.” The last one you may recognize as the slogan for Saturn, the now-defunct car company that prided themselves on taking an unconventional approach to selling cars. While some could argue their success as a manufacturer, they consistently ranked at, or near, the top of customer service satisfaction surveys. This is all good information to have because these two phrases are crucial to developing your social strategy. Here’s how it all comes together in six steps.

  1. Audit yourself.

Even if you’re just developing a plan for social, you probably have a presence on Twitter, Facebook or Instagram. Take some time and document how many followers you have, how often you post and the posts that receive the most comments and likes. Notice follower’s names popping up on more than one occasion? You’ll want to jot those down, but more on that later. Facebook and Twitter both have easy-to-use social analytics tools that will provide tons of insight to help with your audit.

  1. Find your you.

A consistent tone and “voice” on social media are incredibly important. Think about the product you sell, your target demographic and what your company values are – how you post to social should reinforce those. Keep in mind that social media is all about conversation and you’ll need to come across as personable and approachable. Don’t focus on making a sale or pitching your product, it’s about making relationships with real people. Creating buyer personas will help ensure you’re targeting your desired demographic with every post – More information on how to do that here.

  1. Find your fit.

You don’t have to be on every social media site, just ones that make sense for your brand. Facebook is by far the largest social media platform and it caters to a very wide audience. I like to refer to it as the dining room table of social sites because everybody has a spot and you can post a variety of content. Instagram’s audience tends to skew towards female, younger and more diverse than other social sites. Take time to research the audiences on each platform and decide if it fits your company’s marketing goals.

  1. Set your goals.

Speaking of goals, as you start to nail your voice and who you’re reaching on social, you’ll need to track your results. This is where the “show me where it’s working” phrase comes into play. Plan posts that speak directly to your audience and see how they perform over the course of a day or so. Take a handful of posts and compare how many likes, comments and shares they’ve each received. Once you see what’s resonating with your audience you can fine-tune your content. 

  1. Make a calendar.

This is huge in the social strategy process. Having a content calendar will keep you from scrambling to come up with a post at the last minute and it ensures your social channels are all getting the attention they deserve. For social media, it’s always quality over quantity. Take note of holidays, important dates and events and tailor your content accordingly. Take advantage of major sporting events, award ceremonies and news headlines and find ways to relate them back to your brand on social media – Hint: see what’s trending on Twitter to stay in the pop culture know. To exercise creating strategic goals, and get a jump start to your planning, reference Pyxl’s resource, “How to Create a Social Media Calendar.”

  1. People first.

This may be the last step in the process, but it’s the most important. Now that you’ve got a social plan in place, take time to comment on follower posts and engage in conversations. Social media is all about communication, and discussions that are one-sided will always end pretty quickly. Listen to your audience and ask what types of content they’d like to see. Keep customer service your number one priority and don’t ignore reviews that are legitimate, but less than stellar. It’s a good opportunity to evaluate your product and your messaging and let your followers know their opinions are valuable and appreciated. Treat your social pages and your followers the same way as if they were walking into your store. Get to know their names, which will be easy since you’ve jotted them down already.  
Have questions about building a social strategy? Reach out to us at Pyxl today!

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