The social media campaign is an important aspect of an organization. This is mainly because it allows an organization to design a strategic shorter-term engagement plan about a particular topic on social media. The success of social media campaign relies on a good social media campaign plan development. This campaign plan would explain the proposed channels that would be appropriate for the intended social media campaign. Propose evaluation techniques and create a timeline of the campaign. Moreover, the plan would include a media relations component, with regards to media ethics. The development of this plan would create a guiding factor for all the campaigns that the organization would produce. Therefore, by the end of this project, the company shall have established a strategic social media campaign design that would ensure that the company meets its marketing goals.
Establishing the goals of the social media campaign plan is necessary. Goals prioritize the reasons as to why the campaign is carried out (Chamber of Commerce of the United States of America, 2016). The main goals of this social media campaign plan are: to improve the company position in terms of the market share in the automobile industry; to develop a relevant advertisement for the company on their social media page depending on the target customers; to ensure effective use of social media to successfully promote the company’s products; and to help build a strong connection between the company and its customers by the use of social media in order to gain competitive advantage.
After setting the goals, the next step would be to identify the audience to which the media campaign will be targeted. Identification of the audience would be important as it allows for market segmentation and identification of the most appropriate social media platform to use for a particular market segment. Moreover, it is important to identify which target group is most important for the success of this campaign (Kim, 2016).
Part of the target audience or market segment for this company would be affluent males. In this case, the advertising platform would be golf club tournament, then television broadcast (Gross, Gross & Perebinossoff, 2012). If the target segment is working women, then it would be appropriate to make the campaign medium would be a television broadcast, Instagram or Facebook social welfare groups. Another for an automobile company like this, a campaign promoting winter vehicles and their accessories to the audience in snowy areas would be as good as well (coschedule.com, 2018).
Developing social media campaign strategy is another essential part of the planning process. The strategy is a plan of how to carry out the campaign to achieve a long-term objective. Like in the case of Honda, it was able to go beyond the traditional media such as television and promote its product into the global market through the internet. The secret behind that success was developing a marketing strategy that contained some key points. These were: building in aspects of fun and wonder in the message. This provided interest for the consumers to engage with the brand and share the message with others; running the advertisement at the right time; spreading the message using multiple forms of media, including television and web-based messages, a means to leverage technology; increasing the effectiveness of the message and the number of people who got it through encouraging voluntary word of mouth support; and tying the message to a visible brand in order to provide a real world link between the advertisement message and the tangible product (Wu, Jakubowicz, & Cao, 2014).
For this automobile company, the following strategy could apply: first, the company will ensure that it develops content plans and styles to provide continuous, consistent communications through undertaking a full social media audit, doing a benchmark on the current positions, implementing the key improvements identified. Secondly, the company will attract a new audience and increase connections and engagement from the existing customers. Thirdly, the company will engage in shaping the future growth of social media audiences and purchases driven through social media platforms by testing and learning about the community and the company brand in a social space (smartsights.com, 2018).
After identifying the strategies, the various parts to accomplish the set strategies are developed. These are the particular tasks and activities that must be fulfilled for the strategies to be achieved. Social media has yielded hybrid campaign tactics social media content explains hybrid media system that entails the use of both the traditional and new systems (Baldwin Philippi, 2015). When creating key messages, the content and words of the messages must be on the individual audiences to which the brand will be communicating. Key messages are the heart of the campaign. The message should be able to capture the audience attention and be able to communicate the intended purpose appropriately and clearly (Shane, 2010). For instance, when developing a key message in the advertisement for motors intended for women, the key message could be; “Life has never been as sweet as it would be when we acquire that car model.”
For the case of Holden Company, it would be appropriate to use social media platforms like Facebook and Twitter, for its youth audience, television and magazine advertisements for the men and women audiences (Newcomb & Kay, 2014).
Using the Facebook platform, the following media campaign could be appropriate for the youths and other young men and women.
Caption: acquire Holden Cascada; be at the top of the game.
For a television advertisement intended for the married men and women, an advertisement could be run showing a family in a Holden motor driving leisurely. Then another family in another car that is not Holden passes by and sees the other family. The children plus the wife all alight and admire the Holden car, then the wife tells the husband, “Darling, life could be so enjoyable in that Holden car.” Then the husband nods and they head towards a Holden car outlet.
When an organization uses social media, it is faced with a multitude of ethical questions. The social media campaign plan should be able to identify areas of ethical concerns when airing their social media campaign on the various social media platforms, and also suggest an ethical framework for social media decision making. This will allow the company, to best serve their customers and the community at large. There are several social media ethical principles that the company should observe when developing a social media campaign. These include; public justification and test of publicity principles. A key component considered when making ethical decisions in social media is to understand the goal and purpose of social media. Social media, apart from being used to support overall business objectives, often, it is used to support the long-term value of strong relationships with key audiences (Tuten, & Solomon, 2014). Therefore, it is important for the company to consider social media ethics in when developing social media campaign.
Moreover, as part of the ethical consideration when designing social media campaign, the concerned professionals should ensure the truthfulness of the message. Intentionally providing false messages, for example about the materials and appearance of your products, is unlawful. Finally, the plan should also abide by the set social media rules and guidelines and the images used should also be acceptable as per social media guidelines.
The success of the plan is measured through continuous evaluation. Process evaluation of the plan is the most effective approach to employ. This technique will involve a single focus group and two semi-structured interviews and questionnaires filling conducted on several professionals involved with the campaign.
Our campaign plan have a schedule of a one year timeline. That schedule includes the activities that are involved before, during and after the campaign.
Conclusion
In conclusion, social media campaign plan is a key determinant of the success of social media campaign. It is important to consider all the key components and factors relating to social media campaign when developing the plan. A good plan provides a good guideline for carrying out intended activities. Therefore, it should be strategically developed in line with the organizational goals and layout.
References
Baldwin-Philippi, J. (2015). Using technology, building democracy: Digital complaining and the construction of citizenship. Oxford University Press.
Chamber of Commerce of the United States of America. (2016). Small business marketing strategies: All-in-one for dummies.
Coschedule.com, (2018). Social media [Online]. Available at https://www.coschedule.com/…/social-media [Accessed 8th May 2018]
Gross L., Gross B., & Perebinossoff P. (2012): Programming for TV, Radio & the Internet: Strategy, Development & Evaluation. Taylor & Francis.
Kim C.M., (2016). Social Media Campaigns: Strategies for Public Relations and Marketing. Routledge.
Newcomb, H., Kay, L. (2014). Encyclopedia of Television. Routledge.
Shane, E. (2010). Selling Electronic Media: CRC Press.
Smartinsights.com, (2018). 6 ways to leverage social media beyond prospecting [Online]. Available at https://www.smartinsights.com/social-media-strategy [Accessed 8th May 2018].
Tuten, T.L., & Solomon, M.R. (2014). Social media marketing. SAGE Publication.
Wu, M., Jakubowicz, P., & Cao, C. (2014). Internet mercenaries and viral marketing: The case of Chinese social media. IG Global Press.
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