Set Up Your Campaign
Define and create your concept, the idea that drives your project reflected in your page. What's the experience for the end user? How can you inspire your audience?
Businesses with a budget usually outsource this stage, looking to design firms or ad agencies to develop their concept. You probably don't have a budget for this, only your imagination.
Procure Content
Give your audience something to go for. You need to create a voice that cuts through all the noise in social media. Articles, essays, start-up dates, behind-the-scenes stories and pics, videos, content that hooks your audience. You can create your own media or find, repurpose and post existing content.
Update Content
Give your audience a reason to come back to your page. Keep your content updated and respond to feedback. Who's in charge of updates? Is there a consensus and guideline on content? Continuity is a must.
Track Metrics
The use of social media generates rich data that tells you how customers receive your social media presence. Some is available by simply scanning a fan page, while other data can be found using Google Analytics, Omniture, Coremetrics or Webtrends. Look in Facebook Insights. We'll tackle this later in
Chapter Nine.
Analyze and Revise
After your page has been running for awhile you'll need data to interpret and what you'll find is the efficacy of your content, your campaign ideas. Perhaps it's a goal of 2500 fans, or 5000 unique visitors to your page during a month. Goals not realized? Time to revise.
