Organizational Uses: 5 Things to Consider When Launching Your Social Media Campaign

Social Media offers so many options and possibilities, it can be hard to know where to start.  With the right plan in place, any organization can run a successful social media campaign and engage their audience.  Organizations working to build engagement and a following online should consider these 5 items from the beginning.

Voice/Branding or the “Feel of your Page”

Organizations should focus on the feel of their online presence early on.  If you do not decide how to present your social media presence to your audience, others will shape this for you.  While you can never be completely in control of your presence online, you should manage this from the beginning.  Ask yourself “what should our online voice be?”, “who are we as an organization” and “what do we want people to see when they look at interactions on our pages?”

Do you want your page to be where people go to find information on your organization?  Where people go for customer service?  A place where your audience can offer suggestions and ideas?  A page where your audience can interact with each other and offer support and ideas?  With this in mind from the introduction of your social media campaign, you can cater to these options and help to shape the feel of your brand.


Social media and the internet in general allow you to reach millions throughout the globe.  However you should consider your target audiences and tailor your content to them, especially when first building a following.  Not only can your content be tailored to target specific audiences, but your choice of social networks may be influenced.

Also, it is not enough to just create a Facebook page, Twitter account, and post a video to your YouTube channel.  Organizations need to be where their audience is.

For more on seeking out your audience, check out this article.


Social media is all about interacting with your audience and potential customers.  Organizations need to include this in their social media plan.  A means for responding to questions, complaints, praise, anything really, is an integral part of successful social media use.  When people mention you on twitter, or comment on your page, you need to be prepared to respond to encourage further interaction.  Validating a consumers decision to put something about your organization online will lead to further interaction.

Note: This is not to be confused with fueling negativity or engaging trolls.

Example of what not to do.

Manage Expectations

In connection with interacting with your audience, it is important to manage their expectations.  In today’s world of smartphones and constant connectivity, it can be easy to interact when you have 3 fans and 12 followers.  Care should be made to ensure that as your page grows, you have not set any unrealistic expectations for your fans.  What is realistic and unrealistic will depend on your organization and the resources available.


I wish I didn’t have to include this, but most people running a social media campaign will be accountable to someone for its success.  This will include the dreaded ROI question.  So if you are going to manage your audience’s expectations, you should also have a plan for tracking your social media success and managing your employers expectations.

Mashable has compiled a nice guide to metrics on Facebook.  Many of these are the same things you should be tracking on your other social media sites.  However the purpose of each site will vary, so the way you measure success on each should adapt as needed.

  1. #1 by colbybair on January 25, 2012 - 11:22 pm

    Great insight. I found a lot of this stuff really useful.

  2. #2 by allred20 on May 1, 2012 - 2:49 pm

    The most common mistake I see with companies new to Twitter and Facebook is failing to properly define their “Voice/Brand” in their posts. Good insights.

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