By Natalia Rodriguez
Luck may exist in life, but not in social media marketing.
As an interactive marketing agency in South Florida, here at iSource Digital, we understand that having a successful social media campaign it’s not about luck, but about the content, strategy and understanding of the target audience.
One of the biggest mistakes many organizations make when embarking onto a social media campaign is that they go into it with little understanding of how social media works and with unrealistic goals and expectations. They think that to gain people’s interest the only thing they have to do is post random content on their Twitter or Facebook page. But social media doesn’t work like that.
To create a successful social media campaign, there needs to be a concrete strategy in mind. Organizations should establish goals and objectives that are relevant to their organization’s needs.
For our most recent social media campaign for BenQ Latin America (BenQ Latam), the first thing we did was establish a strategy relevant to their target audience. Our objectives and goals were relevant and realistic. We dedicated important resources to the campaign. Thus far (the campaign is still in progress), this resulted in more than 10,000 likes on BenQ Latam’s Facebook page in less than a week, and that number keeps on growing.
“Kony 2012” is another great example of a successful social media campaign. The short film, created and produced by Invisible Children, was launched on March 5, 2012. It didn’t take long for the video to go viral. As of March 30, 2012, the video has been viewed 80 million times on Youtube. By creating concrete goals and strong content and by keeping followers updated and active, the campaign has been able to acquire the interest of the public and the press.
Don’t just embark onto a social media campaign if you are not willing to dedicate the resources and time that it needs. That will only lead to failure, and it could do more harm than good. Concentrate, research and communicate correctly to obtain better results.
Social media can do great things for an organization. It’s one of the best tools out there. Give it the attention and resources it needs, and you will see a great improvement.