OWC’s Freeman and Eke
This is the first in a series of six blog posts addressing the top social media issues.
Roxanna Eke and Trent Freeman from Olmstead Williams Communications joined hundreds of social media and marketing professionals this month at the first LIFT conference in Seattle. Keynote speakers and panelists from companies like TechCrunch, Forrester and Microsoft shared how they’re addressing the constant barrage of advances and hurdles companies face as they expand their brands. One of the most frequently asked questions is: What does a successful social media campaign look like?
Smoke comes out of Roxanna’s ears when she gets this question from earnest clients and colleagues. Why? Because clearly it’s completely dependent on what you want to achieve. A major consumer campaign for the latest sports drink might require 20,000 new followers to be considered a success, but a B2B campaign for a law firm or accounting firm that attracts the right 50 followers (or even the right 5) might mean even more to the company’s bottom line. Similarly, a trendy clothing store might expect over 1,000 likes on any given post, but for a healthcare company, 1 to 5 likes from industry leaders may be more than enough to position them as relevant with top targets.
Perfect your voice, master scheduling posts and solidify campaign ideas. Be as relentless with social media as you would any other marketing tactic. Test, execute, assess and start over until you reach your objectives.