3 Rules to Follow – Creating a social media campaign using Twitter.
When launching a social media campaign, using Twitter, it is very important to do so carefully to insure a successful campaign. With social media being at the center of communications today, social media campaigns can be a very effect PR tool but can also be harmful if not done correctly. To insure the best possible chances of having a successful Twitter campaign, any PR practitioner should adhere to the following rules.
1. Know your audience.
Without knowing your target audience, there’s no point in having the campaign! Figure out who your target audience is and know how to communicate with them.
Coca-Cola has a great example here. They took an already existing tradition Argentinean soccer fans had of throwing bits of paper when their team played and turned it into a twitter campaign by printing their encouraging tweets and using that paper as the paper bits that fell down on the players as they entered the stadium. They knew what their audience was already doing and turned it into a great campaign!
2. Have defined goals.
What is the purpose of this social media campaign on Twitter? What do we want to come from this campaign? What can we do to make that happen? When should this campaign launch? When should this campaign end? What amount of growth do we want to see? Practitioners should ask themselves A LOT of questions about their possible campaign and should be able to answer all of them! The who, what, when, where, why and how. Ask all. Answer all. And then some.
American Express launched a Sync. Tweet. Save campaign allowing AmEx cardholders to generate savings after linking their AmEx card to their Twitter accounts. They then can turn customized hashtags into savings. It’s clear here that AmEx thoroughly thought out their goals. They wanted to have more traffic to their Twitter, allow customers to save money and generate new customers by offering a simple way to save money. The three components worked flawlessly together to get each goal accomplished.
3. Weigh your possible outcomes.
You can plan as much as possible but in the end, you never really know what could happen. It’s important to weigh ALL possible outcomes, the good and the bad. Think, think, and think some more. Think of the absolute best possible outcome and the absolute worst possible outcome. Make sure the good outweighs the bad. If there is more bad that can come from this than good then rethink your strategy.
Kraft created a Twitter campaign that had little to no bad possible outcomes. Individuals tweet their ideas for the Voice of Love contest, because they tweeted they’re helping donate boxes of mac and cheese, and the best ideas get created as voice overs by Ted Williams! There’s no option for people to state their opinions about anything serious or regarding Kraft as a brand, they’re doing something charitable which always looks great and helps the community, and there’s a reward at the end but nothing that should create any issues.
It’s possible that you follow these rules and something major could still go wrong. If a corporate Twitter campaign goes wrong and there’s someone to blame or apologies to possibly be made then apologizing should be number one on the list of things to do. If there’s negative tweets made toward the client then those should be addressed in a positive and polite manner, do not get defensive. All in all try and fix whatever you can and stay polite when addressing followers.