How+to+run+social+media+campaigns

ILRI is contemplating making increasing use of (social media) campaigns to run along specific events, projects, processes etc.

This page compiles ideas about getting a campaign out and about, up and running...

What is a (social media) communication campaign?
A (social media) communication campaign is a purposeful attempt at pulling resources towards a specific set of messages and audiences, in relation with a specific event, a specific process in a project or initiative etc. A campaign brings together messages and engagement activities around different media. On this page we focus particularly on social media.

Why/When to run a campaign?

 * When a special event is taking place and needs to create some 'buzz';
 * When you want to influence specific audiences;
 * When communication efforts do not seem to harness the results expected and communication needs to be 'beefed up'
 * When an initiative creates a clear set of messages/insights that need to be shared / influence a clear and specific set of audiences.

How to run it?

 * 1) Identify your audiences (simultaneously with the next point)
 * 2) Identify your key messages
 * 3) Identify what you expect the audiences to do with your messages (what is your ASK?)
 * 4) Identify needs to engage with them (beyond sending them information), to do what, online and/or offline etc.
 * 5) Set up a campaign detailing which channels will be used when, with what messages, to target which audiences and do what.

A lot of the ILRI Channels can be mobilized for campaigns. The following are just some options: Online: Yammer (which groups / networks?), Twitter, ILRI website, project websites, ILRI Clippings, ILRI news, ILRI announcements, Maarifa, LinkedIn group, LinkedIn page, and other less obvious channels (YouTube, Slideshare etc.)...
 * Which platforms to consider?**

Offline: Special events, workshops, team meetings, special meetings, Friday morning coffees/coffee mornings, guerrilla events (a la flash mob) etc.