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How to cohesively tie marketing tactics across multiple social media channels
Let’s first decide which tactic will work best.
Here’s the Social Media Tactic Refinement Framework I use:
(Click here to download as a PDF)
Here’s how it works:
Part A: Consider business goals, and distill them into a coherent strategy.
Part B: Take the strategy and derive campaign objectives. Distill your objectives into the primary message you want to deliver.
Part C:
Plot whether your message is targeted to businesses or consumers. Refine the message as necessary.
Then, plot whether the campaign will be providing more value, or more entertainment to the community. Again, refine the message as necessary.
Then, decide the type tactic you’ll use. 4 basic social media tactics are:
Content: Where original content is created, or content is reused.
Contest: Where a submission is entered, and winner announced.
Game: Where one or more users play a game. Prizes are not required.
Incentive: Where the company will give you something, if you participate, or do something for them.
Refine the tactic into an actionable project.
Part D: Create the brief for the production team.
Now that you have a brief, you can cohesively tie marketing tactics across social media channels.
Here’s how. *This post does not explain how to create sympathetic campaigns. (I.E. campaigns that feed off of each other.) That’s a creative issue.*- Examine the requirements of your campaign.
- Choose the optimal social media site that will deliver on objectives.
- Break requirements down to components. (i.e. video, story, biography, images, etc…)
- Choose social media sites that compliment components (i.e. YouTube, Vimeo, Viddler for video)
- Examine other social media channels & sites you’re currently engaged on. Decide which components can be used on those channels. (i.e. Video & content on a blog.)
If you follow this framework; you’ll be much more likely to create consistency across the social media channels in which you’re engaged.
