What’s so annoyingly complicated about social media buying is that you’re not just buying the media, but you’ve also got to factor in buying the social bit too. And when it comes to buying social things get a way bit complicated. After all, buying friends just doesn’t work.
So how do you deal with planning and buying social media? Well the main issue is the fact that the very nature of social media means it’s earned media – i.e. people share / advocate your ads – and not directly bought. This therefore means that you don’t buy social media as such, rather you buy “social media potential”.
Social media potential is all about optimising the opportunity for your content to be shared and talked about. The very nature of this means that the planning aspects of a social media campaign are more important than ever.
To help, we’ve developed up a donut – a social media planning and buying donut to help map out the key things to factor in when planning / buying a campaign:
So having done all this – how should you judge success? Well ideally, your campaign would have spread from its initial seeds resulting in both advocacy and reach – in the perfect world that meaning a high number of relevant people talking about and sharing your campaign.
I’ve got a whole bunch more thoughts on the detail of planning social media campaigns + measurement – though I’ll save these for later . . .