The best social media campaigns are often those that are the most creative. At the end of the day, the ones that surprise you are the ones you will share repeatedly. Creativity leads to surprise/delight which leads to sharing.  So the question that arises is how does one create the social media campaigns that are most creative?

1.) Figure out your business goals: In order to drive very clear social media content, you need to figure out exactly why you are doing this social media campaign. To understand that, you need a very clear understanding of what your business goals are: sales or engagement or….? The clearer you can be aboutwhy you are creating this campaign the closer you’ll get to sharing a clear message with your audience.

2.) Figure out the Call to Action: Do you want people to click on a link, donate money, make a comment or make a purchase? You need a clear understanding of what you actually want people to do so that everything in the campaign creative will lead the person to one final action. The clearer the call to action, the more space you’ll have to come up with fun clever ideas.

3.) Play around. No matter how old or serious or “corporate” (the horror!) people become, they all essentially want to play. Play is a fundamental aspect of who we are as human beings. Our brains are hardwired for both play and imagination. Start to think about how you can play with your call to action (CTA) and what exactly is fun for another person about the way you are engaging.

4.) Bring in other voices: While social media people are great at social media, social media people are mostly community builders. Yes, you deliver great content. Yes, you drive sales. However, what you really do is get people together to form a movement. So, what you need are new and different people who can bring creative content and creative thinking to the community you own and manage. Bring them together and invite them to play with ideas around the call to action. My favorite brainstorming technique is this:

After identifying the central problem, ask the group to record responses to three questions:

  • How would a nine-year-old solve this problem?
  • How would a most-admired person resolve this problem?
  • How would this problem be resolves if resources were unlimited?

Give the group 10 minutes to brainstorm. Provide two final minutes for each group to think of one giant solution that considers responses to the three questions. This brainstorming exercise often results in solutions focused on the human element of an organization’s services or products.

5.) Pay Attention to the Trends and Recycle: Work on a quarterly trend report for your company. What are people doing in other cities, other industries and other age groups that is unique, surprising or different? How can you borrow ideas from these trends to start your own trend or land a new and different social media campaign? This question often nets interesting and positive results. However, you should also think about the opposite question. What trends that have fallen by the wayside can you now pick up and refurbish for a new campaign? People love throwbacks; what’s the one that can work for your brand?

Working through these different tips can help you and your team drive new, interesting and differentiated social media campaigns. Now, all you have to do is get started.

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