Debbie Hamley gave us some useful advice on designing a social media campaign. He gave us the example of Whole Foods to show how Whole Foods managed the campaign. Here are the five advices.
1.Assemble a capable team
He pointed out the importance to assemble a team who have some specific skills like writing and photos editing. Moreover, it is important to have people who can communicate with the customers in real time. The team members responsibilities are clear.
2.Plan the campaign
The plan should not only include short-term objectives but also include long-term objectives. It is necessary to include the milestones in the plan. As a result, the plan can keep you focused on the campaign.
3.Choose the most effective platforms
There is no one perfect social media platform to use. Although Facebook maybe very popular, it is necessary to judge the right platform to use. In order to decide the right platform, we can use interaction reporting on Google Analytics to see which channels send visitors to our site.
4.Establish an editorial calendar
The editorial calendars can help us leverage content across media, streamline resources, drive internal teamwork and stay focused on the needs of our audience. Software like spreadsheet on google drive and wordpress’ editorial calendar plugin is useful. Moreover, Hootsuite is a good tool to use.
5.Be true to our company voice
Our brand voice in social media will evolve over time. Whole Foods try to keep their voice on the social media friendly, relevant and educational. It is important to establish an online company voice that reflects our business value.