What Factors Make a Social Media Campaign Successful?

What Factors Make a Social Media Campaign Successful?

Social media has made it easy to reach people worldwide, but it doesn’t mean it’s easy to really connect with them. Just because TwitterFacebookLinkedIn, and Instagram have a combined audience of nearly 2.85 billion users, that doesn’t mean all of them are eager to hear your message. In fact, most of them don’t even know your brand. This is why it’s essential to come up with a social media plan of attack, and commit to executing it well to ensure you have a successful social media campaign.

Determine the Why



You have to first define what you mean by ‘successful’. First, you must determine WHY you want to do this. The answer to that will then translate into what the definition of success would be, thus leading to a successful social media campaign.

If the campaign is for brand building, then the number of impressions and click through percentage will be the measure. To achieve that, you need to have content that is attractively designed and invokes one of of the basic human feelings such as mirth, greed, fear & lust. At the same time, in the basic post, you should have enough material to generate interest, but need people to click on the link you provided.

If the campaign is to generate leads, then your content should make a good case in itself. It should clearly show the reader the benefit they will get by filling in the lead. In this case, you should not need people to click on a link and then go fill a form there. Every extra action that you need a person to take reduces the number of leads you get by a few percentage points.

Like this, for every WHY there are different considerations to make the campaign  ‘successful’. So first define the Why, then define the measures of success, then you will easily see the How.

After getting a general understanding of what you want to accomplish, you start off by building a solid foundation for your digital marketing plan.


How to Get Started


1. Establish SMART goals

smart goals

Before you start planning, you need to have solid goals so you will be able to track your progress. SMART goals are:

A SMART goals list doesn’t need to be an in-depth report. It just needs to convey the objective in a short sentence or two. For example, if your chosen platform is on Twitter, a SMART goal could be to “increase our followers by five percent by the end of Q2.”

2. Choose the right platform

The general line of thought is if there are 300+ million people on Twitter, then they’re bound to get some engagement from their target audience. While that’s not inherently wrong, it’s not the right approach.
The first step is to go back to your SMART goals, and examine exactly what you want to accomplish. Understand who you want to target, and what type of engagement you want to have with your target audience. Once you’ve answered those questions, you can utilize various search functions to determine what platform to embrace.

3. Create a Visual Identity & Stick To It

brand identity

One of the easiest ways to confuse your user base is to have a number of different brand identities. While you might not need to create SMART goals for a visual identity, there needs to be a similar process in place. Whether that’s storyboarding, content brainstorming, or your own unique methods, there needs to be something in place to develop a plan that can be carried out

4. Follow the Social Media Rule of Third

The Social Media Rule of Thirds demands that:

1/3 of your social content promotes your business, converts readers, and generates profit.
1/3 of your social content should surface and share ideas/stories from thought leaders in your industry or like-minded business.
1/3 of your social content should be based on personal interaction and build your personal brand.


one third rule

By sharing content other than your own, you’re signaling that your social account isn’t just about inundating your followers with your own content. Just like in normal social relations, people generally don’t like interacting with others who can only talk about themselves; and the same is true with these platforms.

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