How to Write a Social Media Campaign


47% of Americans say Facebook is their #1 influencer of purchases (Search Engine Journal). That is a big number, right?  This just reminds us that it is more important than ever to use social media with a strategy and a plan in place. Sure, we can post whatever is topical at the moment or the latest thing we have on our mind, but that is not a good long-term social media solution.

To successfully use social media, we must develop formal campaigns with goals. And believe it or not, creating a campaign isn’t that hard. It actually makes your daily content planning a lot easier, because your campaign is often times your plan and you can measure its success regularly. I personally love using campaigns, because it gives my content a purpose and an identity that my audience looks forward to.

So, let’s say you are ready to create a brilliant and wildly successful campaign. The first thing you have to do is identify the goals and objectives. You have to know what you are working towards. What do you want to achieve with the campaign? It might just be more resident feedback. It could also be an increase in renewals. Whatever it is, you have to fully understand the goal before you even think about brainstorming ideas. Trust me. I’ve learned this the hard way.

Now you can get into the brainstorming and the details. The fun stuff. Here is my go-to outline I like to work from.

1. What’s your story? What’s your hook?

What is going to make your audience keep coming back to your page. How are you going to educate and engage them? How are you going to make their lives easier or better?

2. Where will the campaign be shared?

What social sites do you plan to use and how will the campaign content be different on each site? Why are you choosing those particular sites?

3. What are you promoting?

This doesn’t mean it has to be a discount or deal. You might be promoting your amazing service and maintenance team. You have to clearly identify what or whom you are promoting.

4. Why will it work?

I often call this section, “Why I love it.” This is where I share a few passionate thoughts about why the campaign is genius. It is also a good gut check. If I can’t passionately defend it, I kick it out.

5. Timing

When will the campaign run? Will your paid advertising for the campaign be on another schedule?

6. Examples

And finally, give a few examples of what your campaign content will look like on each proposed social site.

Follow this basic outline, and you will be ready to execute thoughtful campaigns in no time!

Misty Sanford
Social Insight Thought Leader
Renter’s Voice