✔️Storytelling & ToV (Tone of Voice)
Now, it is time to talk about social media campaigns!
As I mentioned earlier, establishing your social media goals will help with running your campaigns, whether or organic or paid. So once you understand whether your goal is brand awareness, leads, engagement, or submissions, you can start to plan your campaign.
Examples of campaigns include – events, webinars, recruitment, product releases , giveaways, contests, etc. Canva lists 10 best campaigns, including Walmart’s ‘Deal Drop Dance’ campaign on TikTok and Spotify’s ‘2019 Wrapped’ campaign. Each of these projects by the company’s creative team include: a theme/purpose, creative content, a CTA, probably some advertising, and of course, a team that has been reviewing the analytics.
- Theme/Purpose
- Content
- Creating a CTA (Call-to-Action)
- Advertising
- Analytics
Below I will break down the thought-process for a recruitment campaign I ran:
Theme/Purpose
The goal for this campaign was to target individuals from India, the UK, and the USA, with 5-7 years of experience for positions in BizOps and DevOps.
The Theme’s I’ve used are #GrowWithUs🌱 and #LaunchYourCareerWithUs🚀 My thought process was that candidates for this position would be looking grow in their career or elevate their current positions. If this campaign was targeted at entry-level candidates, I would have changed my copy to something like – #YourCareerStartsHere
Content
The idea behind the creatives for the organic posts were to have group shots of “employees” looking engaged and excited. The logo is included as well as a headline and sub-headline. The color scheme falls in line with the company’s colors. The headline “Join the Team” was chosen since the word “team” signifies unity and togetherness. I am also one of those people who cringe when company’s say “We are a family” or “Join the family” so I thought “team” was less cringe-y. Other kinds of creative can include video! Video reels and non-static posts have become sooo popular that in the near future, I predict that social media will be fully non-static.
Creating a CTA (Call-to-Action)
Now let’s get down to the true why of this post – APPLY NOW! For this campaign, my goal was to encourage applicants to apply for this post, I tried to be a little more subtle with “Are you ready to #JoinFD?” Including a hashtag connected to the company that can drive applicants to other posts and it might even help our recruiters to see who has been interacting with the posts. For other campaigns, CTA’s can include: BUY NOW, REGISTER TODAY, SUBSCRIBE NOW, VIEW NOW, SHARE THIS POST, COMMENT BELOW, etc… and other yelling lol .
Advertising
Let’s throw some $ on this campaign (if your budget allows it)
If you are indeed blessed by the marketing budget gods, planning a paid campaign is extremely possible (budgets may vary). I’m thinking of creating another post about paid campaigns because that is a subject in itself but in relationship to the above campaign, we decided to run a paid campaign in parallel to the organic campaign.
Think about it — you see an ad promoting a job opening from a company you most likely never heard of. Most of time, you are going to do some research on the company, look at Glassdoor for reviews, and even check the company’s social media to see their efforts with brand awareness, employee engagement, and even both internal and external initiatives. And then once you are done meta-stalking (can I coin this term? if yes, it was my idea :p) the company, you will apply. Where the applicant also applies is interesting because you can create a lead gen form, a landing page just for your job opening(s), or drive them to your career’s page. So in conclusion, being able to run both organic and paid works with eachother to drive the results you want.
Paid campaigns are also very fun (yes, I’m weird) because you get a better understanding of you are targeting, how they want to be reached, and readjust/retarget when looking at the metrics. You may start of this journey thinking you really know your audience but then when the campaign ends, you realize, you may not know them as well as you did .
Analytics
Now comes the fun part – the metrics (no, that was not sarcasm). When the campaign ends, depending on your preference of platform, you can export the excel sheet and view the performance and demographic report. The performance report will have the metrics that vary for each platform. For the most part, each of the channel’s lists the same metrics but Facebook tracks everythingggg and its report will look differently than the others. But for the most part, it will have:
| Status | Spent | Key Results | Cost Per Result | Impressions | Clicks | Average CTR | Bid | Average CPM | Average CPC | Conversions | Cost Per Conversion | Leads | Cost Per Lead |
|---|
Once you review the metrics, you can decide what was successful or not and readjust your targeting. One of the best things I’ve learned from marketing is to turn every “failure” into a lesson. Even if your campaign does reach your goal, it gives you another chance to try again!
What kind of campaign are you working on?
Mecca-Amirah Jackson 
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