Have you noticed lately that it seems like every business is not only on Facebook (or Twitter, Pinterest or Google+) but they’re hosting a major campaign on these social networks? Of course, creating a domino effect, more brands and companies have rushed out to create their own social campaigns, ranging from contests and giveaways to crowdsourcing initiatives.
Yet many advertisers are overlooking some crucial components to success – namely that most social campaign awareness occurs offline. In fact, unless you are a fan of a particular social property, you are very unlikely to hear about a new social campaign directly from the advertiser’s Facebook page (or other social platform). Instead, you might very well be hearing about it through print mediums (magazine ads, banners, signs, flyers, postcards, direct mail) – often the very mediums advertisers are mistakenly avoiding in lieu of increased social activity. To avoid this problem, you need to learn how to improve your social campaign through print.
Don’t Mix Messages
Promoting a discount, giveaway or even just creating awareness for your social properties in general is a good idea for your print material – from point-of-sale distribution cards to subway posters and in store signage – but you need to remember your audience. Keep your messages simple and direct – if your goal is to build your social communities, use your print to drive people to your social platforms to learn about your promotions, download coupons, enter to win contests, don’t confuse them with a competing offer and mention your social platforms as a secondary message. Your bounceback offers and signage should support your social campaigns, not serve as a secondary call-to-action.
Clear A Path To Entry
If your Facebook page name is difficult to remember or your Twitter handle is 20 characters long, you need to make a simple process to connect the print materials to the social properties. QR codes can help you connect your print engagement to your social campaigns, as well as SMS-based opt in directions or shortened URLs. A simple hashtag can also make it seamless to connect your prospect’s Twitter engagement to your social campaign. In general, the simplest and most direct connections from your offline media to your social campaign are the best options to investigate and promote.
Watch Your Placements And Your Dates
Remember to take into account your audience’s mindset when producing print pieces. A captive audience, such as those riding mass transit, sitting at a table or waiting in a line, can process more information. If your audience is engaging with your materials in passing, such as driving past a billboard or walking past a sign, you need to keep messaging to a minimum. A simple offer and a hashtag (for example, Use #PRINTMEDIA for a chance to win $50) might be all you can slip into their eye line before they move on.
Not sure how to begin? Identify your intended social results. Do you want more fans? Perhaps you want brand awareness across a certain demographic. Based on your goal you can determine how to build a social campaign to meet your needs and select the right print mediums and audience communities to support it.