Too many social campaigns are ‘channel specific’, isolated, unintegrated and therefore doomed to have a fraction of the impact they could have had if planning had started with the objectives and audiences, rather than the tools to connect with them.
I don’t know about you but when I’m planning a bit of DIY around the house (a rare event I’ll admit), I don’t make a beeline for my toolbox and look in there for inspiration as for what I should do (hmmmm – what could I make with these….).
I start off with an objective that I need to achieve (usually allocated by my wife), like putting up a shelf, and then head for the tool box for the tools I need to achieve it – in this case, my drill, some wallplugs and screws, a pencil and a spirit level (should I be starting a DIY blog?) – with the aim of communicating a message to my target audience (e.g. I do do stuff around the house other than work).
But I see so many examples in modern marketing of the tools coming first, and the objective and the message coming second – especially with social media. People jump on the bandwagon and start letting the tools drive them, rather than working out the best way the tools can help them achieve their objectives and engage their audience. Worse still, this activity becomes discrete, isolated from the other tools their using – like putting a set of shelves up with just a spirit level – and so therefore doing only part of the job. And even worse, customer relationship implications are not thought through – the niche audiences that use these tools are afforded better service, discounts and offers than the customer’s core client base.
My advice would be would be to start with your objectives and your audiences and then look at the tools at your disposal in the context of these. What social media tools are my audience using and how? What can these tools help me achieve?
Of course, make sure you understand these tools and the unique features they offer for you to connect with your clients and/or prospects and get your message across, but be wary of creating an effective 2 or 3 tier service where niche audiences who use these tools get something that others aren’t. You could end up upsetting alot of loyal customers.
I love the ‘Best Job in the World’ campaign as an excellent example of a way to use social media tools to amplify a message communicated through a wide range of channels to support a specific objective. So much better than all these gimmicky ‘channel specific’ campaigns which if properly thought through, could have been so much more effective.
Which reminds me, I really need to get that coat rack up….