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Managing a Small but Effective Social Media Marketing Campaign

May 21st, 2013 by | 2 Comments

Image by Gabriela Pinto

Sometimes, the best things come in small packages. While many social media marketing campaigns today cover a diverse range of platforms and aim to cater to as many people as possible, not all of them effectively manage to meet their goals. Caught up in the need to spread the word to as many channels as possible, some brands even fade into the background as advertising noise.

One way to prevent such a thing from occurring is to give your campaign a definite focus. By starting with a small, focused campaign, you might find it easier to attain specific goals. Furthermore, a campaign on a smaller scale is easier to maintain. It also helps keep engagement authentic as all your energies are focused on a particular set of followers.

To start drawing plans for this kind of social media marketing campaign, first consider what goals you’d like to meet. Would you like to monitor what people are receiving your brand? Do you want to raise awareness? Or do you want to improve customer retention and brand loyalty? Each goal entails specific actions that can be done through particular social media platforms.

Once you’ve settled on your first goal, find the right platform to achieve it. This comes with finding where your current or potential customers are. For example, while most companies do best with Facebook, particular companies that cater to a niche audience may want to look at other platforms such as LinkedIn for B2B connections. Brick and mortar establishments that want to gauge how the shop is faring with visitors may also do well to focus on Foursquare before branching out into Facebook or Twitter.

With your goal and your platform, you can proceed to move forward with your campaign. Once you’ve achieved the first goal you’ve set, you can then reassess your strategy and move on to the next. But don’t fall into the trap of being impatient for results. Achieving success for a campaign usually takes time and a great deal of work. If you spread yourself too thin, it’s easy to lose sight of what you want to achieve.


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