Behind the Scenes

Developing a social media strategy is important to the success of any business, but it is only one of the many steps that should be taken in preparing your campaign.  If you want to ensure your campaign is successful, looking at what takes place “behind the scenes” can sometimes be the most important part.  When you have a strategy in place, you want to make sure you are paying attention to the many details that are occurring within the campaign.  The best way to do this is by developing a social media monitoring strategy.  There are many different social media management tools available, but it is important to find one that works in a way that will specifically help your campaign.images (1)

I feel that for THON’s “Fighting for a Cure” campaign, the best social media management tool would be Hootsuite.  The reason Hootsuite works perfect for this campaign is it allows us to monitor all the main social media sites we are targeting, which are Facebook, Instagram, and Twitter.  This is really important for the “Fighting for a Cure” campaign because there is a lot that we are hoping to accomplish using these sites.  If we want to assure that we are able to accomplish our soft and hard ROI goals, we need to make sure we are using the type of software which is compatible with all three sites.  Using Hootsuite will allow us to monitor what people are saying about the campaign as well as allow us to respond instantly to any comments or concerns.  It will also provide us with weekly analytics reports, give us graphs that will show us the number of clicks per day, top referrers, geographic information, and allow us to see the most popular links.  This is all extremely important as we are looking to fulfill our soft ROI.


Hootsuite will allow us to do this in a couple of different ways.  By monitoring the number of visits per day, we will be able to see what sites get the most action, and then focus our attention to those sites.  For example, if we see more action out of Facebook than Twitter, we will make sure to put more effort into posting on Facebook.  We will even be able to see the most popular posts that we’ve done.  This can be huge for our campaign, because it shows what our audience responds well to. If we did a post about a weekly event and included pictures, and this post was the most popular of the month, we will make sure to do more posts like that in order to attract people to our campaign.  All of these will allow us to achieve our soft ROI goals.


Accomplishing our hard ROI goals may be a little bit trickier than the soft ROI goals.  Seeing how many viewers we have on each site is important, but it will not show us how many people are donating to our cause.  That is where the clicks per day will come into play.  Including a link to donate on each of these sites will give the viewers the opportunity to donate as they please.  Hootsuite will then allow us to see how many people clicked to donate on each of these sites.  Also, we will have the ability to receive geographic information on our viewers.  This can be important for when we are choosing our events and where we should do them.  If we see that 70% of our viewers are from Detroit, it may be a good idea to start planning more events within that area.

Having a social media monitoring strategy is important to the success of our campaign.  By looking at what takes place “behind the scenes”, we will be one step closer to accomplishing our soft and hard ROI goals.  Hootsuite will help accomplish these goals along the way.

Images courtesy of:



  1. Great graphics. Better Lead in with a great working title. And I really feel you are continuing to demonstrate your critical thinking skills when it comes to developing strategies for THON — I love this quote from your content.

    By looking at what takes place “behind the scenes”, we will be one step closer to accomplishing our soft and hard ROI goals.

    Well said


  2. I LOVE that you focused on just one tool and gave a great explanation of why Hootsuite is the best choice. Using multiple tools may be great for comparisons, but there are a lot of comparisons built right into Hootsuite already! Great post.


  3. Josh,
    First off I think it’s awesome what you’re doing for THON and putting so much effort in for such a great cause. But I completely agree that Hootsuite would probably fit you better than Facebook analytics, LinkedIn, etc. It would for sure be benefitial by using as many platforms as you can; but you can’t have multiple successful platforms without having first one single successful platform. Keep up the good work and continue to use Hootsuite until you’ve accomplished your goal!
    Good job!


  4. This is a great post Josh. You demonstrated that you understand the concept and how to apply it directly to your campaign. After reading your explanation for measuring hard ROI, I personally have a better understanding.


    1. Hanna,

      I am glad that you were able to get a better understanding of my ROI after reading my post. Thanks for the feedback!


  5. Josh,
    I think you are right that Hootsuite would be the best in monitoring your soft and hard ROI for THON. I am only using LinkedIn, and with you using many different platforms, I feel it becomes even more important to have a strategy for monitoring your social media campaign. Good job.


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