Social media is the order of the day. The key performance indicator for brand building within this type of campaign is the relationship—every possible form of communication and interaction with users.

Therefore, if you're not on social media today, you don't exist. And if you are, but you're not socializing, you'd better change your communication strategy. Therefore, let's discuss the foundations of a successful social media campaign:

• Integration with the rest of the Social Media policy

A social media campaign is just one more component of the range of actions that must be implemented within corporate communications. Therefore, all communication strategies must be integrated into a single set of objectives to ensure a common understanding across all areas.

• Have a well-thought-out strategy

For a social media campaign to be successful, it must undergo a very careful analysis process. It will not be successful unless we research, analyze, execute, and re-analyze the campaign results. A social media campaign with a good strategy can fail, but by understanding the mistakes made, we can improve and modify the results, ultimately leading to success.

• Virality

In terms of communication, we can say that virality is communication that spreads and multiplies, something that, overnight, gains overwhelming popularity. We can create several social media campaigns with the same characteristics, which may either be popular or fall into obscurity. Therefore, it will be the nature of the campaign and the users' decisions that will determine whether it goes viral or not.

• Fun or utility

It's very important to empathize with users in a social media campaign; we must know what to offer them and what they like. If we create a fun and useful campaign that gets users engaged and participating, we'll be on the right track.

• User protagonism

Closely related to the previous point, the importance of users has grown alongside social media. Today, people can express their opinions and share them with millions of users. This new generation of internet users isn't content with just participating; they also demand to be involved, so this is a point worth considering.

• Combination of rational and emotional arguments

Advertising has always used rational arguments to convince users to use and purchase its goods and services. However, with increased competition, many companies have had to change their strategies, creating emotional campaigns to reach consumers. Thus, the most successful campaigns today are those that use both rational and emotional arguments to reach the minds and hearts of users and convince them that these products are the ones they should buy.

Ultimately, it's important to create a good communication strategy to achieve positive results and avoid falling into bad habits that can create a negative reputation for our brand.

Posted by: Silvia Gemar