So you’re in the office. Last week, you decided to start posting on social media to drum up excitement for an event your company is hosting. It’s time for you to check how effective the last week has been and how many interactions you’ve gained from your social media posts.

AAAAAAAaaannnnd nothing.

No one is liking your posts. No one is sharing them. You even paid money to boost your posts on Facebook! And not one comment. So, what happened? Why is no one paying attention to your posts, and what can you do about it?

To help, here are the elements of a good social media campaign.

Strategy, strategy, strategy

Before you send out social posts, before you spend money on any online ads, before you try to convince people to like, comment, and subscribe, you must have a strategy. Football teams don’t go into NFL games without having a strategy, and you shouldn’t begin a social media campaign without one, either.

You need to know when to schedule posts and when to be spontaneous. After all, social media is about connecting with people. You also need to center the campaign around what you are promoting. Sometimes, you should plan around an event or in-person demo. The adage of “show don’t tell” is true in every sense. Having a strategy will help you show the world why your brand matters and why they should be excited about it.

Related: Does Your Social Media Suck? Here’s How to Tell

The right social media platform for you

There is a huge difference between your personal social media accounts and your brand’s accounts. As a person, you can use any platform you darn well please! Want to share an article on Facebook? Sweet! Want to post on Instagram? Cool. Want to try to sound pithy on Twitter? Why not! However, your brand needs a little bit more carefully controlled accounts that reflect its values.

For example, if you make swimwear, then Instagram is going to be a hotbed for you. However, Tik Tok might not be the best platform because why the heck would a swimwear company be in music? On the other hand, if you’re a B2B company, you might want to focus your efforts on LinkedIn, not Instagram; that is not where your core audience is, and it won’t do your brand any good if you are not converting users into customers. Speaking of audience…

Related: 11 Hacks To Improve Your Social Media Marketing Game

Know your audience

It is amazing how many companies do not know who their audience is. And knowing your audience is not just looking at demographics of who your customers are. Knowing your audience means knowing where they hang out online, where they communicate with each other, and maybe most importantly, where they are talking about your brand.

Word of mouth is still the greatest tool in getting people to convert to being paid customers, so you need to know where they like to go in their free time on the internet.

Related: Why You Need a Social Media Schedule

Don’t be a robot

There is nothing more off-putting than seeing a company act like they have robots working for them. Your social media accounts need to be run according to your company culture, and it needs to be human. The internet doesn’t have time to interact with stoic, indifferent, emotionless company posts.

Make sure that whoever is running your social media campaign, whether that’s you or your staff, is responding to inquiries in a personable way. For example, Wendy’s is seeing huge increases in interactivity on their social accounts because they have found a way to turn snark into fun marketing bits. People literally eat it up!

There are still many more things to consider when creating and executing your social media campaign. From creating call to actions that increase your clickthrough rates, to knowing how to measure campaigns effectively, it can become a lot of work REAL fast. That’s where Ironmark can help!

We have a team dedicated to making sure that your social media campaigns go off without a hitch! We can provide recommendations on what to post, how to post, where to post, and everything in between. We can even create the content for you, so you don’t have to worry about the extra work that’s necessary for a successful campaign. Contact us today to get started! 


Written by Lynne Kingsley

Lynne Kingsley oversees the digital marketing client services team as well as the marketing strategy division for the company. Since joining the company in 2016, she has increased Ironmark’s digital presence by over 700%, establishing a new lead generation mechanism for the sales team. A certified inbound marketing professional and HubSpot agency partner, Kingsley has been helping companies transform their marketing function into fully diverse and streamlined growth engines since 2003. With agency and client-side work under her belt, Kingsley’s strategic experience spans both the B2B and B2C sectors. Prior to joining the Ironmark team, she served as in-house marketing director for several non-profit organizations. Kingsley is an honors graduate of the S. I. Newhouse School of Public Communication at Syracuse University.
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