A Social Media Strategy Guide

How do brands receive publicity? It’s not just from their catchy advertisements; social media is what makes it possible. Whether it is a disease awareness, as I had discussed in my presentation last week, or simply the launch of a new product, social media receives the most traffic and it is a great way to show off what you got.

With the combination of interviews, past internship experience, and other research I have conducted on my own, I would like to present my own guide on the best strategies when it comes to a disease awareness or a “product awareness”.

1. Type of Social Media/Technology Platforms to Use

Several ways that you could use social media is for the traditional Facebook, Twitter, Instagram, Snapchat, etc. You can also utilize email services to create e-mail blasts, something I was able to work on during a disease awareness campaign at my internship. Whether you decide to use Snapchat, e-mail’s, or both, make sure you have conducted efficient research on what platform will be worth your while. Snapchat would not be appropriate if you want to create a disease awareness about Alzheimer’s because it is geriatric and that age group most likely does not use Snapchat. The same is true for HCP’s, you would want to utilize a site like Doximity, which allows health care professionals to communicate via a network. The site is also mobile which makes it convenient for HCP’s who are on the run. Also, if you are creating a mass e-mail blast, make sure that it is compatible on different e-mail servers and looks exactly how you want it to.

2. Branding and Messaging 

According to Accenture’s research, consumers want a consistent, personalized and on-brand experience. Therefore, it is important to be mindful of the branding and messaging. All of your digital platforms should have a consistent message throughout no matter where you are in the world. The type of consistency to consider is color, theme, tag lines, fonts and copy across e-mail marketing lists, social media platforms and other forms of communication that are being utilized to promote your brand or disease.

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One of the projects that I worked on during my internship was for a disease awareness campaign called Hypoxia Exposed (precisioneffect, Boston, MA). It worked well because there was consistency to it. The colors were used in every type of platform we used, which included but not limited to, a website and infographics. As Hafiz Muhammad Ali states, your website is an important place to create your brand theme. Screen Shot 2016-04-19 at 9.47.50 AM.png(precisioneffect, Boston, MA)

The colors on their old website were consistent to their infographics and other platforms they used. The colors were expertly chosen as well to be bold enough that one would associate those colors with the disease awareness campaign. Also, the pharmaceutical company that we were creating this campaign for wanted their messaging to be international. The websites that were created were consistent throughout the world and did not change drastically depending on where in the world you were looking at the site. The only thing that drastically changed which is important to do, was the language. It is important to create consistency with your campaign no matter who is looking at it and to tailor specific things like language to the audience as well.

3. Tap Inside the Consumer’s Head

In order to have the best possible experience for the consumer, you have to use buyer psychology. It is important to use analytics and research studies to back up decisions. The advertising agency that I interned at uses interviews to better understand the disease and tap inside their target audience more effectively. The better you understand the product you are trying to sell and why consumers, patents, HCP’s or whom ever your target audience is that would be interested in buying the product, the more effective you are at your job.

4. Leverage Data from Analytics

New tools keep popping up that allows site owners to evaluate the traffic on their site and develop smarter pages based on demographics, user preferences, interest, devise and other factors as well. Real-time data and more user-intent related metrics can show us what users are more interested. It also allows companies to save money because they can see what content is being viewed and what is being overlooked. Screen Shot 2016-04-19 at 12.29.59 PM.png These metrics were taken from precision effect’s old disease awareness campaign called Hypoxia Exposed. It shows what sites Hypoxia Exposed has been searched the most as well as the average time spent on the features of the website such as “Insights” and “Explore Hypoxia”. These tips I cover in this post are only a mere glimpse of what goes into a campaign. A special thanks to Olivia Story at precision effect for taking her time to provide me with lots of information and power points that she has helped to work on!

Sources:

6 Ways to Build Successful Digital Marketing Campaigns in 2014

precisioneffect, Boston, MA

 

5 comments

  1. Great post, Alexa! I really appreciated how you combined previous internship experience and other social media knowledge to create your own sort of “how to” for businesses on the most effective way to use social media. I think the most crucial element that you mentioned is the importance of tapping into your consumer’s head. If a company does not know their target audience than any sort of attempt at social media use will likely be unsuccessful as their consumers will not relate.

  2. Awesome post, Alexa! I really appreciated this glimpse into the strategy of creating an effective campaign because it’s something that I am just starting to learn about and appreciate. I really liked how you focus on consistency across platforms because it’s something that I’ve come to appreciate in effective campaigns. I have started to notice that a lot of companies are leveraging a lot of platforms to convey a common message. I also thought it connected very well with your presentation which I really appreciated.

  3. Great post, Alexa! It seems like you have awesome insight on consistent social media strategy. I think your first piece of advice, choosing the appropriate platform, gets overlooked a lot, as brands want to dive into the hottest platform without thinking about who they are even trying to reach. I think this is such a simple point that gets forgotten. I really liked the example you used from your internship when you explained that even the colors of the letters were expertly chosen. It just goes to show how much planning goes into digital campaigns and how even the small details really make a difference!

  4. Awesome post, Loved all of the data. As we talked about in class, the technology without the right strategy is useless. I think a lot of people set out on a campaign without truly understanding how to utilize the technology. Using the analytics and getting into the customers head is something that is harder than it sounds, but is the key to the whole thing.

  5. Interesting post, I think you covered a lot of ground and were very comprehensive in your analysis. I am curious to see how digital campaigns will continue to change in the future with new innovations like facial recognition and potential partnerships with Facebook and Google. Good post!

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