Today, if a brand or company doesn’t exist on social media, let’s face it, they barely exist at all. Ignoring social media means losing serious opportunities to build rapport, engagement, and interaction with current and potential customers, thought leaders, and influencers.

Okay, so you know you need to be on social media, but how exactly do you use it to drive results? This is a common question. In fact, according to the Social Media Examiner, 97% of marketers are currently participating in social media. However, 85% of these marketers aren’t sure as to which social media tools are the best to use, or how to measure their results.

So that means that social media is becoming a top priority for large companies and organizations... which is a strong clue to small businesses to follow their lead in order to see successful results.

The State of Social Marketing, 2015 Report states that social media marketing will account for 22.5% of marketing budgets within the next 5 years.

So what does a strong social media marketing campaign include?

1.) Original Content and Creativity

​The one most important aspect of social media marketing is original content and creativity. A study shows 21% of social media users unfollow a brand if the content shared is repetitive or boring. This means that sharing your current sales or specials daily is not going to drive results!

(I mean, think about it... as a customer you may love the local pizza place around the corner, but do you really want to see that the lunch special for 1 slice of a pizza and a drink is $6.50 daily for weeks on end? No? Yeah, your potential customers think the same thing when you post your offerings day after day.)

To keep followers engaged and hooked, businesses will need to consistently come up with new and engaging ideas, creative initiatives, and catchy campaigns.

From Facebook contest to viral videos, social media marketers will need to think of innovative ways to stand apart from the millions of other businesses on social media.

Here is one of our favorite examples of creativity on Facebook: Dove uses Facebook’s hashtag option with their #beautyis campaign. The campaign is branded, but it relies on user-generated content like selfies to tap into a younger demographic.

2.) Content Curation

Content curation has always been a major part of social media marketing, but it only works when you know when and what to share… and how! The content will need to be tailored to the audience’s liking, with information that they will be interested in, and in a style and format they will respond to. Content curation allows you to become a resource for your potential customers. It should be taken seriously.

3.) Organization

In order to be successful with social media marketing, you need to be able to create publishing schedules, track all contacts, and maintain social media profiles… all of which will require some level of organization.

The best social media campaigns will have a plan for when content needs to be published and the specials to plan ahead for. It will also keep track of all the different social media conversations that are going on. We talk about how to keep up with all those online conversations here:

4.) Community Management

Taking a closer look at the brands with a social media presence, they all have one thing in common – community. Social media marketing is all about communicating with your audience. Once you are able to build a connection and grow a community, the audience will start creating user-generated content (UGC) and your reach will spread organically. The community portion is critical to the success of your social media marketing!

There you have it, 4 vital things that every successful social media marketing campaign must have. Which one do you feel you struggle with the most?

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Kristi Brown

Creativity Consultant, Sales & Marketing Strategist
/krēāˈtivədē/ /kuh n-suhl-tnt/
Noun: An energetic native Floridian with a passion for smart, authentic, imaginative, effective marketing strategies and original ideas.
Synonyms: Netflix Junkie, Cockapoo mom, crazy aunt, world traveler, foodie.
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