Social media campaigns are a valuable asset to your performing arts marketing plan. Kristen Curtiss, Social Media Specialist at Constant Contact, defines a campaign as a “themed promotion created to reach a specific goal with a beginning and an end date.” With this in mind, campaigns can offer performing arts organizations a wonderful, measurable way of gauging the success of their social media presence, platforms and team.
1) Bring in the A Team
Social media marketing is not as straightforward as logging into the company Twitter account and posting a few tweets. It requires specific skills such as the ability to act as a wordsmith, photo-editor and respond in real time to customer comments and concerns. Your social media team should be made up of members that have these skills and take responsibility for the day-to-day updates, as well as the long- and short-term campaigns.
2) Plan your Campaign
Campaigns work really well for communicating and celebrating important milestones in an organization’s life. The better planned the campaign, the more successful it will be! Organize short-term objectives for each social channel, content ideas, team assignments and how you’ll use features of specific platforms to your advantage. Finally, write all of this down, along with any other relevant information AND make sure your social media team has a copy of the plan.
3) Shoot, Aim…FIRE!
As mentioned in our Intro to Social Media Platforms, think about your target audience and determine where they are on the Internet. Sometimes this is easier said than done though; if you’re not sure where your target audience is check out this infographic by Social Barrel, or set up social interaction reporting through Google Analytics to see which of your social media channels send the most visitors to your site. This information should give you further insight into which platform acts as your primary playing field.
Remember that it’s not just about where your target audience is, it’s also about when they are most likely to be there. Think about the lifestyle of your target audience and plan to have posts occurring when they are most likely to be using that platform.
4) Employ an Editorial Calendar
Print publishers have them, so why shouldn’t you? Editorial calendars are just as effective for social media marketing campaigns and are tremendously useful in keeping the team focused and goal-oriented.
5) Excite, Delight, Ignite.
Last but not least, make your content easy to find and appealing to share. Brainstorm for a creative, custom hashtag that accompanies your campaign and create content that’s attractive and appealing to your target audience. Better yet, reward people who follow and engage with your campaign! Excited and delighted customers are much more likely to generate buzz.
In a recent interview with The Guardian, Mark Blinder, EMEA director of social media strategy at Adobe, said, “the successful campaigns I have worked on […] have been integrated with other marketing activities. All channels have to work together.” If your performing arts marketing plan already has a Facebook page, Twitter account, and regularly engages in email marketing, make sure to have your campaign working cohesively across all platforms!