Yinka Olaito is happy,excited and passionate Communication specialist, Social Media expert, Trainer and speaker. Yinka Olaito helps brands(Profits and Non-profits)with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa)
We live in a world where customers are king. What a brand thinks is hot and wants to say may not constitute part of the priorities of the target. Try as hard as brands may, it is obvious brands no longer totally control their own stories. I like the way Steven Rosenbaum puts this in his book: ‘Curation Nation’. He said the age of: caveat emptor is over (For those who do not know, caveat emptor is a principle where buyer takes responsibility before purchase and after). Steven said: It is now: caveat venditor(Tacit warning to the sellers that, unless they expressly disclaim any responsibility, they will be held liable if the sold items are faulty). This principle is important when it comes to Social media campaign. Any social media campaign success today will rest on a community effort. It takes a village to build a brand is a popular niche. How relevant will this be when it comes to social media campaign?
Having said these, let us examine the five secrets that can help. The list is not exhaustive though and readers’ opinions are welcome.
What makes sense and works: Common sense is not common. If in doubt, check with your next door neighbour. You will find out it takes self-discipline not to shout on some educated people whom you think should be wiser. When it comes to social media campaign, advice given by Jessica Frank, a digital and new media strategist will be relevant. She said ‘Never spread yourself thin. Find out which social platforms make sense for your company or client, and then figure out the best way to integrate”. This calls for research, listening, strategy and integration. If one misses a step in this, it will take strenuous efforts to get it right.
Content curation strategy: Content is king, marketing is queen. It is important we note who, when, how, responsibilities, policy among others are also important in effective content creation and publishing for any social Media campaign. We need to make sure we get the content curation right before, during and after the campaign or else efforts will become wasted.
Monitoring parameters: A good grasp of the campaign objective should clearly outline monitoring parameters and this should not be after the campaign process alone. The monitoring parameters must make allowance for ongoing evaluation and monitoring. Proper identification and usage of right tools will help here. Beware, using free tools only may not give accurate result.
Train and retrain team member: Sometimes we think someone with a great followings, fans on a social media platform is a super hero or social media savvy. While this is may true, many corporate organizations had discovered when it comes to proper understanding of corporate policy with regards to what needs to be said or not in order not to damage corporate strategy; many so called social media savvy do not know. Hence there is a constant need to discuss, train, chat with internal employees and especially the social media team.
Optimise every content/page for SEO: visibility of the campaign can really help. If you work hard on the campaign and the content but it is not properly optimise, it may be equated with a guy winking at a lady in the dark. A proper optimization of content will create brand awareness, link baiting and encourage other influencer to link back.