Social Marketing
on Social Media

 

Social marketing is defined as “any transformation or modification of human behaviour for the benefit of individuals or society”, but can a few social media ads really influence behaviour? Well, yes…but it’s not as simple as slapping a generic ad together and hoping for the best.
Establish a goal

The first questions on everyone’s lips at the end of nearly every social marketing campaign is …did it work? And, how do we know if it did?

This can be particularly hard when you’re trying to measure human behaviour rather than tracking how many widgets you sold or a return on ad spend.

To answer this question at the end of the campaign, you need to identify what success looks like before you get the ball rolling. Formal baseline research is expensive and not always available for the budget you are working with, so think about what the desired result is that you are able to measure.

Identify the target audience

Who is the audience? It’s most likely not you, so don’t assume that what makes you tick, makes them tick. Do the research, find out what’s in it for them.

If you are serving your ads broadly, this is probably going to differ for each target audience, so ensure that you segment your messaging for the best results.

Establish your approach

Now that we’ve established who the audience are, we need to find where they are and importantly, how do they like to consume their information while they are there. TikTok for example, is a platform where people want to be entertained, this means colour, movement and humour. So, let’s not be safe and dull if this is our platform of choice.

Monitor and tweak

Monitor and tweak your campaign as needed. Look at who is engaging with your ads, look at which creatives are resonating with the target audience. This can be an opportunity to narrow your focus to a particular audience sector.

Measure

So now the campaign is over and were back to that question… Did it work?

Rather than pointing to a mountain of impressions, also known as vanity metrics, look back at the measurable goal established at the beginning of the campaign. Talk with people at the coalface and see if the desired behavioural change has been achieved.

Learn

It’s rare for a marketing effort to be one and done. Having previous results to draw from is incredibly important for optimising future campaigns.

About the Author

*Henry is the Digital Marketing Specialist at Cor Comms. Henry has developed a number of high profile social marketing campaigns for the Tasmanian Government.