One of MediaLeaf’s companies, SparkCDN, has been around for a few years, but hasn’t really had a social media campaign. I’m getting ready to put a campaign into place, so I thought it would be interesting to document the thought process here on the blog.
The first thing I had to do was come up with my “requirements” for the campaign; the things that I want to make sure are included and emphasized. There are lots of different ways that a social media campaign can go, so setting up some ground rules is an important stepping stone, and one that will vary a bit by industry.
The most important part of planning a social media campaign is simple: quality content. You have to give followers and fans something compelling to keep them as part of your audience. The last thing you want to do is have a Facebook fan page that puts out boring content, or even worse, no content at all. So a steady stream of quality content has to be the Number 1 priority.
Quality content is kind of a big bucket, so we have to break that down a bit.
Social Media Streams
We plan to utilize Facebook and Twitter , as well as LinkedIn. I’ve never really spent much time with LinkedIn, so that’s going to be a new challenge for me. I think SparkCDN is a good fit for a LinkedIn audience because it’s our first business app. The business-oriented audience there coud easily prove more interactive than the Twitter/FB audience.
I plan to use Twitter for interaction with potential leads and customers, as well as for doing competitive research. The Facebook fan page will be primarily for news and announcements as well as interaction with fans. Facebook isn’t a great platform for discovering potential leads, so it’s relegated to more of a community role than a discovery role. LinkedIn will be more interesting. I’ll try to establish a presence in related groups and start communicating with potential leads.
The company blog is always an important piece of the social media puzzle. The trick is deciding what to do with the blog and what types of content to produce. It’s nearly impossible for most companies to produce content on a daily or semi-weekly basis, so you have to be a producer/sharer of interesting semi-related content. There are a couple of companies that do a great job of this, Flowtown and Kissmetrics. Neither blog is overly centered on the product itself; they are centers of information for the entire industry.
I plan to do something similar with the Spark Blog. I plan to do things like industry interviews, share tips and advice that can help media producers, and more. The goal is to be a valuable resource for the entire livestreaming and streaming media industry. We’ll probably even throw in some customer profiles and best practices for the app as well.
I’ll put up another post soon talking about branding in social media.
What are you thoughts? Do you plan on social media campaigns in detail before launching them? What does your planning process look like? Comments appreciated!