Section B- Planning and managing a social media campaign

Section B is worth 30 marks out of a possible 60

you should be spending around 45 mins on this section as it represents half the available exam time

Know about social media channels
Creative content
Gaining feedback and evaluating responses to target your audience

Use dates if given in brief and milestones
might need to talk about synergy
target audience

Checklist
üTarget audience
üContent
üSocial media channels
üBlended synergy
üMilestones and timelines
üPersonnel
üLegal and ethical issues
üFeedback from audiences
Aims, Purposes and Targets of Social Media Campaigns

 Target Audience
Due consideration must be given to what the product is, what the aims are, and who the TA is.
One of the first facets of this is whether you are targeting a mass or niche audience.

 Subculture 

 NRS Social grade

 Psycographics

 Mass= wide target audience 

 Nice= smaller group of people with similar interests

 Subcultures
Linked to the idea of niche audiences is that of subcultures.

 Youth subcultures are especially important in the digital age, because their participants are digital
natives – people who have grown up with digital technologies, never knowing any different.
Subcultures are often defined by taste in music and clothing (Goths, for example).

 However, older people are increasingly adept at accessing social media – for example, a number of
church groups around the country used social media (mainly Twitter) to galvanise support for
Extinction Rebellion, and to organise protests.

 USP
With such a proliferation of online and social media content in existence, it’s important to consider
originality of material, and what the USP of the product is. 

 Social media can be used to create brand identity, and the functionality of many social media
channels allows brand logos, banners, graphics (etc.) to be uploaded and changed almost
instantaneously. 

 For this reason, it’s important that the social media campaign is organic; that it evolves over time as a
means of reinforcing the brand’s identity. A campaign cannot be static in such a fast-paced digital
environment, otherwise it will stagnate.



Building up campaign throughout with # and @


Folksonomy
Whereby users of online and social media technologies use tagging in order to position their content in others’ web searches to aid collaboration and sharing of ideas. Folksonomy can be helped to reinforce a brand’s USP.

Flikr is an example of folksonomy as they use tags to help people find photos they like.

Case Study: Etsy
Etsy is an example of an online platform that has used social media to its advantage, partially by (initially, at any rate) targeting a niche/subculture audience – namely, hipster-types who are into arts, crafts and vintage. Etsy is an online market place that allows them to share their work with others online. Distinct from Ebay, its USP is that it’s a more ‘friendly’ market place – users can comment on others’ work, and former closer bonds with clients and vendors.

Etsy uses celebrity endorsement


Has filters in order to find what you are looking for (narrowing it down)
different categories
contact seller
logos
pictures of their work
pin what you like
















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