Including social media in your campaign is becoming less and less of an option and more and more of a necessity. What we all need to remember is that since social media enables two-way communication and immediate response from your community, you need to make sure that you have an engagement plan ready to go. Social campaigns cannot just be planned to be one sided. You’ll need to take the time to think about the possible reactions your community can have to your campaign and be ready to response to each situation. This can mean building out a playbook for response for every different campaign. Take a look at a campaign we run multiple times a day, the pushing of our content.
This looks at an easily repeatable action of out-posting blog content, but can be used on a much larger scale. The important thing it shows is the strategic thinking behind every possible response. By taking the time to build out such a model, you’ll be able to have the right resources ready to make sure that the engagement around your campaign stays active and that you are able to pull back all that positive and negative feedback to make meaningful action items for your next campaign.
Let’s look at the graphic again but this time, let’s walk through it step by step asking ourselves the types of questions for successful engagement.
Brand Step 1 – Outpost Where will you be positing? Who will handle the out posting? What type of message are you trying to convey?
Community Step 1 – First Response Will you monitor for general shares? Will you monitor for feedback and for people who are extremely positive? Will you monitor for negative concerns?
Brand Step 2 – 1st Engagement Will you respond from a corporate channel or personal voice? Will you say thank you to all those who share? Will you respond to negative feedback?
C0mmunity Step 2 – Follow Up Response Do you want to track their feedback? Do you want encourage large discussions? How will you share this information internally?
Brand Step 3 – 2nd Engagement When will you take conversations to a more private space? When will you choose to end the conversations? Do you want to have long discussions? When will you not respond?
No matter how long your engagement goes as far as steps are concerned, it’s important to be prepared at any stage to answer any questions, receive any feedback (good or bad) and to move all this information through to your campaign reporting. By being prepared you’ll make the most of what social media campaigns can offer you in community engagement. How do you prepare for the community feedback to one of your campaigns? Would you be prepared if the feedback was negative? Do you have a list of resources for follow up questions? How are you tracking this engagement?
If you are looking to learn more about how social media campaigns can help with two way communication with your Community, check out Chapter 1 of this month’s eBook. If you’re a Radian6 user and looking for a way to track this engagement, gain an understanding of Workflow functionality in this post.