Social Media expansion for business purposes has been a hot topic for years and the fervor won’t die down any time soon. Regardless of industry or business size, social media managers are trying to leverage social media any way possible. This is where this blog comes in; we’ll examine how to create the foundation for a social media campaign.

Step 1: Is Social Media Right for You?

Social media is not right for every business. It involves engagement, and in order for your social media profiles to survive, audience participation is essential. Be realistic about whether or not using social media will be useful for you.

Step 2: Find a Purpose and Stick with It

Before determining your level and type of social media engagement you must establish a purpose for your campaign. Keep it vague, such as brand awareness, product promotion, knowledge sharing, or brand engagement. Doing so reinforces the messaging of your campaign and gives everybody involved a sense of purpose. Everything you produce must revolve around your stated objective(s).


Don’t allow your campaign’s purpose to be based on a specific metric such as attaining more followers or "Likes." This will happen organically as you execute your social media strategies.

Set 3: Strategize

Strategizing for your campaign is where the fun begins, which is why this unfortunately tends to be step one for most businesses. But you have the advantage of having started from the real step one: being honest about your intentions and then finding a purpose. You’re now wiser than your business counterparts as you already know why you’re doing social media.


Decide which social media sites are best for your company. You probably won’t need to rely on every social media site. Here’s a quick look at some of the major players.

  • Facebook offers a lot of diversity and you can go as far as treating it like a microsite by creating customized pages. If you’d rather keep it simple, upload product feeds, offer discounts, post company photos, comment about business-related information, or connect with fans. Just make sure your actions line up with the purpose of your campaign.
  • Twitter allows you to connect with people in your industry, quickly discuss company info and communicate with a large audience.
  • Creating a YouTube account is great, but if you don’t have a compelling need for video this isn’t for you. Video takes a lot of effort and it’s harder to engage with people.
  • FourSquare is ideal if you own a brick and mortar shop and it receives solid foot traffic. Consider adding your business here and offering check-in discounts. Side note: I’m a huge fan of checking into a restaurant and finding out that because I did I’ll receive a half-price appetizer.
  • LinkedIn should be treated as a company networking site. Here is where you can find new employees instead of new customers.
  • Google+ is the new kid on the block and is Google’s best effort to follow in the footsteps of Facebook while pandering to its search engine audience. There was a big rush to get on Google+ when it was first released but the buzz has died down some in the past few months. This is a site that is still trying to carve out a niche.
Step 4: Execute
The title pretty much sums it up. Stick to your original plan and monitor your campaign’s success along the way. By paying attention to how your messages are received by your audience you can make minor tweaks, which should help strengthen your campaign.  


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