Week 9 Reflection：Social Media Campaigns


In week 9, I learnt what is social media campaign. Basically, social media campaign is a coordinated marketing effort to achieve a business goal by using one or more social media platforms. Usually campaigns are updated because of changes from company focus and targeting. I also found that Instagram account is not campaign for a firm. 

Social media Campaign Strategy: What to do before during and after a campaign (Evan LePage, 2015) ?

To do a social media campaign, a company should concentrate on a singular business goal each time. It is beneficial for companies to build relationships with individuals covering topics relevant to the brand in a campaign. Then, the company should choose appropriate social media platforms by understand its target audience. The company should also have a clear timeline for the campaign, a start date and end date, as well as a schedule for when marketers will be sending each social media message. 
During the campaign, marketers from the company should engage with audience and have enough interactions with them via a unique social media hashtag. Meanwhile, they can track the popularity and ROI for the company in this campaign through social media comments from customers. Through the feedback, the firm can resolve issues rapidly as they arise. It is necessary to do social advertising as well to enhance brand awareness in the public. Besides, combine social media platforms with offline media such as newspaper or magazines will be better for this campaign. 
After the campaign, the firm should do following things:
  • Push leads into the CRM system
  • Gather all of KPI metrics
  • Conduct a campaign retrospective
  • Present a marketer's retrospective to his or her team/superiors

 From Digital marketing institute 2017 ' s article, I learnt it is necessary for marketers to learn how to  take advantage of social media platforms to create successful campaigns. It can not only boost brand awareness but also improve the company's future in a bright way.

 From the dress video, I learnt that the society hot topic can be used to do social media campaigns for a company. Since the public is really interested in the debate of dress color, people will be curious about topics which are connected with this dress. 

As for me, there are different kinds of social media campaigns around my daily life. In China, we usually use WeChat and Weibo to do campaigns instead of using Facebook and Twitter. When I studied in Australia, I found Australians still use Email to contact people. Many big companies such as Coles and Priceline still do Email advertising. However, not so many people in China use Emails any more. For instance, I always treat advertising emails as spams and never read them. But I do use WeChat everyday. Some of my friends even use WeChat to post and sell their  products as a small company. Three years ago, many celebrities join in ALS Ice Bucket Challenge in China in Weibo, which is a successful campaign to let people be aware of ALS illness. In my view, Weibo and WeChat are suitable for a company to hold campaigns.

References

Evan LePage. (2015, February 11). Social media Campaign Strategy: What to do Before, After and During a Campaign? Retrieved from https://blog.hootsuite.com/social-media-campaign-strategy/

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