We see this more than you might think. Companies taking part in social media, merely because it’s the ‘thing to do’. Businesses posting generic tweets without any real conviction or purpose. Brands resharing the same boring graphic for the 10th consecutive day.

Well we’re here to tell you this isn’t cool. And if you think that a mediocre social media campaign can’t cause your company any harm, then think again …

Spending just an hour on any given social media platform will make you realise just how much content is posted – and by how many businesses – into cyberspace. Closer examination will reveal which companies are doing this successfully, and which are attempting to ride coattails by replicating and regurgitating.

Over the short term at least this might seem like a great idea. But as months roll by, your persona as a thought-leading influencer will wane, and your stale campaigns won’t fool anyone.

So what to do?

Well before we offer some handy tips on avoiding this, it’s important that you understand exactly what we mean by a social media campaign …

What is a social media campaign?

Of the many definitions out there, Bigcommerce’s explanation of a social media campaign is the most concise:

“A social media campaign is a coordinated marketing effort to reinforce or assist with a business goal using one or more social media platforms. Campaigns differ from everyday social media efforts because of their increased focus, targeting, and measurability.”

The last sentence above is key to understanding a campaign. Increased focus, targeting, and measurability. Social media campaigns set out to serve a key purpose, a more specific aim than your regular content.

Deadpool’s social media campaign was highly effective and very well executed.

Whether you’re pushing a new product, generating more traffic to your website, or raising awareness for a good cause, a campaign is a great way to keep all of your postings relevant and linked. Jake Camacho, Manager of Locowise, takes a closer look into how the movie, Deadpool, utilised social media in order to promote with maximum effect.

He highlights these golden rules Deadpool’s social marketing team followed in order to make it a success:

  • Make video content as shareable as possible.
  • Promotion across multiple platforms with original content.
  • Creating content for special occasions and holidays.
  • Marketing to local markets.

By doing all of the above, the marketing team were able to whip Deadpool fans into a frenzy over the release of the film, but also intrigue and convert other people into fans and ‘film-goers’ too.

This is the kind of hype every social media campaign aims for but, unfortunately, not every company has a $58 million budget, Ryan Reynolds, and a cult comic fan base to begin with.

That’s when you have to sit down and assess the realistic goals of your campaign and the message you want to put across …

Sales of the Blendtec blender increased by over 1000% since the ‘will it blend?’ campaign.

Three things to consider in your social media campaign

Developing an effective social media campaign takes thorough planning. Allocate plenty of time to brainstorming exercises in order to determine the following three things:

  • What is the purpose of the campaign?
  • What are the themes and topics to be covered?
  • What is the time frame of the campaign?

When should I share my content?

Decide on when the content you produce is going to be shared out. Think about peak times on social media, such as:

  • 8am – when people are checking the morning news.
  • 10am – when people are possibly having a morning coffee break.
  • 1pm – lunchtime.
  • Evenings – when people are browsing at home.

Of course these times aren’t gospel – as the subject matter will ultimately determine the audience you attract, the platforms you use and the times that you share.

Top tip: consider the audience your campaign is trying to appeal to. Create a profile of them. What do they like? Where are they from? When are they likely to be online?


Hopefully after reading this you’re a little wiser as to what a social media campaign is and why it is different (and arguably more beneficial) to sharing out unrelated content on an ad-hoc basis. If you wish to understand the intricacies of social media in more detail, check out our other articles – as we cover all things content, social and marketing.

Do you need help with your social media campaigns? Why not check out some of the many digital marketing services we offer?


Author Jon

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