Social Coming up with media tie-ins – here’s how to do it

Having a Facebook and Instagram account is step one, but what next? Many people find it difficult to grab the attention of their target audience and encourage interaction. To give you a helping hand, in this blog we’re offering a short masterclass on social media campaigns.

Do you have a Facebook, Instagram or LinkedIn account? Then you’ll no doubt recognise the following scenario: you’re scrolling (aimlessly) through your timeline until your attention is caught by a playful piece of text, an image or a video. You stop, smile and tag your best friend, your partner or your niece – someone you’re sure will appreciate the post too.

What is a ‘ social ’ media campaign?

A ‘ social ’ media campaign is a strategic marketing move whereby companies capitalise on current news, events, trends or popular topics to stimulate engagement and interaction on their social media platforms. The aim of a social media campaign is to capture the public’s attention and create positive associations with the brand. Such campaigns can range from humorous wordplay to funny TikToks featuring a ‘viral’ sound.

Why engage via social media?

Although we could manage without it a few years ago, many people nowadays cannot imagine life without social media. People seek interaction via social media, and that is precisely what can be so interesting for your business or organisation. Social media is an accessible way to connect with your target audience. A successful post can help increase brand awareness for your brand or organisation, which in turn can help you retain more customers.

Be inspired by the big players

Even the major players, such as bol.com, KLM, Heineken and Chocomel, know exactly how to capitalise on a particular public holiday or event. With a touch of humour, these companies know exactly how to capture the attention of (potential) followers.

Let’s take bol.com as an example: this company has a wide range of products that people can order online. From make-up to electronics to books: this online department store sells virtually everything. What the marketers at bol.com understand all too well is how to capitalise on current events whilst simultaneously putting a product in the spotlight. Thanks to the playful post above, people are more likely to remember that they can also visit this online shop to buy Christmas lights. What’s more, there are always people who struggle with Christmas lights that have got tangled up. Because people recognise the situation, they’re more likely to like, share or comment on the post (by tagging someone). This, in turn, leads to greater engagement and a wider reach.

Create a mind map

Even if they’re as corny as can be, certain puns work well on social media. But how do you come up with a pun when you only offer one product or service? Create a mind map and jot down everything that springs to mind about your product or service. What can you do with the product or service? Above all, think outside the box. It might be a bit far-fetched, but that’s how you’ll come up with the most creative ideas. Always test the joke with your colleagues, friends or family first to see if it goes down well before posting it on social media. Take the example below from Chocomel:

The marketers at Chocomel know only too well how to bring this well-known drink back into the spotlight. No fewer than 7,700 people have clicked the ‘Like’ button, 1,800 comments have been posted beneath the post, and it has been shared nearly 300 times.

Calendar of events

If you have little or no experience in coming up with playful social social media posts, it’ll take a bit of trial and error to work out what works for your target audience. Try posting something and see how people react. If it doesn’t work, don’t give up – just try something else. We highly recommend using a trending calendar. The internet is full of trending calendars from which you can draw plenty of inspiration. There’s something you can use almost every day. Just make sure you do it in moderation and alternate your light-hearted posts with other content to keep things engaging.

Timing and channel

Perhaps the most important thing to consider is: on which channel do you want to post your content? Facebook, Twitter, LinkedIn or Instagram? Know your target audience and tailor your approach to the channel where they are most active. In addition, the post must also be suited to the channel. For example, LinkedIn is better suited to reaching the business market, whilst Instagram is more likely to attract the attention of young people. It’s also worth thinking about the date and time of the post. You know some events are coming up, which makes them easier to plan for. In the case of unexpected events, it’s important to react as quickly as possible. That way, you’ll be one of the first to post about it, which is often appreciated by many social media users.

Responding to feedback

Have you finally posted something interesting? Then it’s time to see how people are reacting to your post. Always keep a close eye on the statistics and be sure to check what comments are being posted. You can also respond to certain comments. Do always bear in mind beforehand that not everyone understands sarcastic comments. So consider carefully, on a case-by-case basis, how best to respond to each person. Heineken’s customer service team certainly knows how to deal with people who have comments about their product:

Need help capitalising on social media?

Has this blog inspired you enough? Then it’s time to get started yourself and come up with some great posts. We’d like to leave you with one final piece of advice: do it properly or don’t do it at all. Can’t think of a good creative idea right now? Let it go and don’t dwell on it for too long. A poorly executed post can cost you followers, so always ask your colleagues or friends what they think of it. Do you still need help coming up with a social media post? Get in touch with our specialists and we’ll be happy to help.