How to run a social media campaign

Published in , , , , , , , ,

Why Remember poppies campaign at the Tower of London

Campaign: we used whiteboards to get people involved with the project

In our last blog you read about the Poppies installation and the Why Remember? learning programme we built around it. We also ran a ten-week social media campaign based around three questions, encouraging people to think about how and why we remember the First World War, and how they felt it should be remembered in future.

How did we do it?

The campaign was mainly Twitter-based, but some Facebook posts went out via our charity partners and our core media team. Our aims were to teach people about the war, increase the number of Twitter followers and drive people to our online survey.

We shared pictures, videos – including animations made by schools – and facts about the war, using the hashtag #WhyRemember. We sent out Tweets every day, using Tweetdeck to time our messaging. We uploaded 19 videos which received over 26,000 views.

So, what did we learn?

  • We received a healthy amount of engagement, but people preferred to respond to the questions via Facebook, rather than Twitter – probably due to the character limit.
  • In hindsight, ten weeks was too long; although there were spikes in popularity around notable dates it was difficult to keep engagement levels up.
  • Twitter swallows content! In future we will prepare a larger bank of images and facts to ensure the content of each tweet is visually and editorially rich.
  • The overview video was well received – it seems a good idea to have a piece of content that summaries the whole concept. We also ‘pinned’ this to our Twitter profile.
  • Working with partners – within Historic Royal Palaces and the six service charities – was an excellent way to access previously unavailable audiences. We will do this again.
  • Using a single hashtag on Twitter helped strengthen the campaign as a brand.

Have you started a social media campaign? What worked well? Share your thoughts in the comments below – we’d love to hear from you!

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>