Social media: what’s right for me?

With so many established social media channels, and with so many new channels regularly emerging – it’s often difficult to decide which channels are most appropriate for a particular campaign. This is why having a campaign plan laid out with clear objectives is so important.

Once you have your campaign plan set out, your next priority should be to select the channels to use for your campaign. The most effective way of doing this is often to consider the internal influences and external potential of each channel in respect of your campaign plan against each channel you are considering – one-by-one:

INTERNAL INFLUENCES

Strengths                               

What are the strengths of your campaign in relation to the particular channel? What does this channel offer that will strengthen campaign resonance with your audience? What is it about the campaign that will make your audience want to engage through this channel? Be honest with yourself – is everything really as ‘rosy’? Is it really that good?

Weaknesses

What are the weaker aspects of your campaign in relation to the particular channel? Be honest with yourself – nothing is ever absolutely perfect! What is it about this channel that could weaken campaign resonance with your audience? What is it about the campaign that will make your audience less likely to engage through this channel? Do you have sufficient resource available to put this channel to effect for your campaign?

EXTERNAL POTENTIAL

Opportunities

What factors beyond the control of your campaign could be of additional benefit in terms of using this particular channel? Are there any current or recent trends that are making the channel particularly attractive? Is there a current or recent media ‘buzz’ that your campaign can positively harness by using this particular channel?

Threats

What factors beyond the control of your campaign could be potential challenge to success in terms of using this particular channel? Are there any current or recent trends that are making the channel less attractive for your campaign? Is there a current or recent media ‘buzz’ that could be negative for your campaign if it uses this particular channel?

With these considerations set down, your challenge is to weigh the pros and cons and draw-up a shortlist for approval.

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