Social media is taking over the internet. Let’s face it, it’s addicting, and we can’t help it. It is changing the way we live, the way we work, and the way we communicate with each other. By liking a post, picture, or page, we are actively engaging and communicating with one another with the simple click of a button. Needless to say, social media has increased the overall frequency of communication, and has caught the attention of marketers and advertisers worldwide. By creating social media campaigns, advertisers now have the ability to raise brand awareness for their company, brand, or organization from the comfort of their own home.
There are many benefits to using an online social media campaign to advertise. First, it will decrease marketing costs. As we all know, advertising can be quite expensive. By utilizing social media sites such as Facebook, Twitter, Instagram, or LinkedIn, you can create a campaign that can be seen by millions of people around the world…for free! Second, it allows you to be a “community manager” and interact with the people you are marketing to. This gives you the ability to engage with your customers on a more personal level and get their thoughts and opinions. As you actively communicate with these people throughout your campaign, you will gain the trust of your followers. You will also have the ability to keep up with your advertising by posting updates, new information, and future plans or events. Finally, you have the ability to increase your ROI (return on investment). Whether it is getting likes and followers (soft ROI) or earning money (hard ROI), you can benefit in many ways from a social media campaign.
Two years ago I volunteered with THON, which is the largest student run philanthropy in the world. It is a 46 hour Dance Marathon that takes place at Penn State University every year. “The mission of the Penn State IFC/Panhellenic Dance Marathon is to conquer pediatric cancert by providing outstanding emotional and financial support to the families, researchers, and staff of the Four Diamonds Fund.” The fight against pediatric cancer is a tough one. In fact, childhood cancers are the number 1 disease killer of children in the U.S. By raising awareness and getting volunteers/donations, we can help save children’s lives. This past year THON raised $13,343,517.37 for pediatric cancer, and with this campaign, I hope to increase that number by the thousands.
The strategy I am proposing is to create a social media campaign through Facebook, Twitter, Instagram, and LinkedIn. My social media campaign will target viewers of all ages and ethnicities and aim to achieve a goal of raising $14,000,000.00 this year for pediatric cancer. Facebook will be the most complex of the social media sites, being that it attracts the most viewers of the four. Twitter will be used mainly for updates and information on upcoming events. Instagram will be used for pictures that are being taken at these events, as well as pictures of the children and their families. LinkedIn will be used to get followers, and from there a link will be posted that will allow you to place donations and get further information on what THON does.
“THON – About Our Efforts.” Penn State Dance Marathon. THON Technology Captains, 03 Apr. 2012. Web. 17 Feb. 2015. <http://thon.org/About>.
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