Navigating social media campaigns and learning from them

Posted on December 17, 2012

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There is no calm British woman to give you turn-by-turn instructions during a social media campaign.

There is no calm British woman to give you turn-by-turn instructions during a social media campaign.

Otterbein PRSSA recently undertook its very own social media campaign with the client Wiggio, which is a free online platform that makes synchronizing members for group work pretty darn easy. Naturally, because many college students are working in groups, be that in class or in extracurriculars, Wiggio sees colleges as a good audience, and Otterbein PRSSA as a good way to reach that audience.

We tried our hand at a Twitter Scavenger Hunt because we heard Heather Whaling of prTini and Geben Communication describe one at the Central Ohio PaRtners event at Ohio Dominican University the year prior and thought it sounded like all sorts of fun.

However we quickly learned that just because we know how to use social media doesn’t mean we can easily pull off a Twitter Scavenger Hunt on the first try. And we also learned that you can’t just creep a campaign up on an audience that is as busy and on information overload like students are. You’ve gotta put it in their faces and make it worthwhile for them to participate.

We didn’t reach our goals for Wiggio sign-ups at Otterbein, or for gift cards to hand out to participants, however we did ultimately take away from the experience the knowledge to take with us to future campaigns– and maybe a second shot with helping out Wiggio.

Quite a few other organizations, though, did facilitate extremely successful social media campaigns in 2012 and thanks to @AnyaPrimavera for sharing the list on Twitter from @Econsultancy, here are the 10 of the best social media campaigns from 2012:

1. Nike at the Olympics
2. Dumb Ways to Die
3. Dollar Shave Club
4. Cadbury
5. Prometheus
6. Old Spice
7. Heinz
8. Heineken
9. Telenet
10. Mini USA

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Posted in: My thoughts