1. Assemble a team

A successful team consists of members who can take ownership and responsibility for carrying out day-to-day updates in addition to long-term campaign goals.

  • Do: Include anyone who could benefit from a successful campaign and those with writing and photo editing skills and business-related social media experience.
  • Don’t: Try to tackle a campaign completely on your own (if you can help it).

2. Plan your campaign

Ask and answer the following questions:

  • Who is your audience?
  • On which social platform(s) will you be most likely to reach your audience?
  • What are your short-term goals?
  • What are your long-term goals? 
  • How do your goals align with Advancement goals?
  • What are your calls-to-action? (i.e. visit a website, take a survey, etc.)
  • How will you determine success?
  • What activities/responsibilities are needed by team members before, during, and after the campaign?
  • Do you have a budget available to aid in your campaign?

3. Choose your social platform(s)

  • Determine your target audience
  • Review your social media accounts’ analytics to learn follower demographics. Pay close attention to the engaged followers — they’re the ones who are more in-tune with your content and respond with action.
  • Pick the best platforms to reach your target audience based on follower demographics.

4. Use an editorial calendar to plan posts

  • Use a shared digital spreadsheet or calendar (i.e. Google Calendar) to layout time and order of posts in your campaign.
  • Use scheduling tools like HootSuite or Buffer to accomplish this, if available.

5. Determine a tone/voice appropriate for your campaign

  • Within the overall tone of your brand, adjust your campaign posts’ voice to what your audience will engage with.
  • Maintain professionalism even when being informal, fun, and friendly. 
  • Use emojis and hashtags to add content value and to be a part of larger conversations.

Source: Social Media Examiner, www.socialmediaexaminer.com/social-media-campaign-elements

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How to: Create engaging content

How to: Creating graphics

Questions?

To suggest new How To guides or for questions about these guidelines and best practices, contact Susan Gill at susan83@vt.edu.