Every social media campaign consists of multiple smaller social media moments. Each moment is a distinct story and represents a unique chance to go beyond your evergreen content to map to a specific goal, metric or desired outcome. For example, if your campaign centers on a social media contest, then the launch of the contest, the entry submission process and the announcing of winners are all social media moments. If your social media campaign happens to be a yearlong program focused on changing behavior of your fans, a moment could be a contest, an awards show, the launch of new television ads, and a rebrand of the page. Moments depend on campaign goals and thus appear in multiple forms and outcomes. Regardless of how that moment appears to your fan, the questions you need to ask yourself about every moment remain the same.

The following checklist of questions will help to guide you as you create these moments:

• Audience: Describe who your primary audience is? (I.e. 15-25 year old dinosaur enthusiasts)
• Primary Message: What is the one message you want people to understand in this moment?
• Secondary Message: What is the secondary message you want people to leave with? (Generally this will be your generic campaign message)
• Objectives: What are you hoping to achieve in this moment?
• Product Highlights: What products do you want to feature?
• Public Relations extension: Is there a public relations extension to this campaign to drive and involve influencers?
• Marketing Moments: What are the marketing objectives of this moment? (Sales, in-bound leads, new followers to drive evangelism)
• Metrics: How will you measure this moment discretely? How will you measure it as part of your larger campaign?

Identifying and answering these questions, helps you to create your execution plan. Knowing your audience helps you to pick the appropriate channels for your social media marketing. Knowing your messages gives you a guiding light and a framework for each post and motion. If your idea doesn’t ultimately convey your message, then you need to scrap the idea. Having objectives helps you to realize why this moment exists and then to action your execution plan against those objectives. Finally, knowing who to work with in PR or Marketing can help you extend your campaign beyond social media.

Once that’s aligned, create your execution plan and ask yourself some of the following.

• Execution Plan: What is your execution plan and how will you bring this moment to life?
  • Tone: What is your tone?
  • Emotion: How do you want people to feel?
  • What exactly are you going to do to land that emotion with your tone?

If you’ve gone through the above checklist when you go to create your campaign, you will end up with a simple actionable that everyone can understand and work against.

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