The success of a social media campaign to me is defined as the accomplishment of 2 out of the 3 goals set for a campaign. When creating a social media campaign I like to set 3 categories of goals for a campaign: engagement, brand awareness, and customer support. These 3 goal categories are the 3 main objectives that I deem important for a social media campaign. Engagement allows our consumers to interact directly with our brand in a more informal but meaningful way. This allows the consumer to want to support the brand and place the brand at the top of their mind when making a decision. Goals in this category would include things like likes, comments, views and shares. Brand awareness allows new consumers to find the brand, and a campaign should be able to reach more than just the loyal consumer. Through this awareness we can create interest in new consumers, sparking them to view the page, the website and later possibly make a purchase. Goals in this category would include follower count, profile views, and link clicks. Lastly, customer support allows the consumer to experience the people behind the brand. Consumers want to form a connection with a brand, through this connection they are also more likely to support the brand. By providing customer support to the consumer we are humanizing what was once a big business and turning it into a friend. Goals in this category would include messages received, consumer reviews, and responses from brand to consumer. Accomplishing 2 of these 3 goal categories allows a campaign to be successful. Since they allow the creation of a consumer-focused environment that encourages relationships between brand and consumer, a human-like nature for the brand, and a sense of purpose in the brand’s community.

Chapter Madison is a luxury apartment building based in Madison, Wisconsin. For a project in my digital marketing class, my team and I conducted a full digital marketing analysis and strategy presentation. Within this analysis and strategy was my section which detailed how to enhance Chapter’s main form of marketing, social media. This report included suggestions on campaign ideas to promote the brand during peak lease times (September-November) as well as ways to encourage and support their brand image and mission. We later pitched our ideas to the head of marketing at Chapter Madison, she loved our ideas and further stated that the social media campaign is one they will hopefully implement in the fall and my recommendations will discussed further and gradually implemented throughout all of their social media platforms. 

Monitoring social media platforms such as TikTok, Instagram, YouTube, and Facebook, are my main form of staying updated with social media trends. The creators I follow on most of my platforms are creators with a big following, therefore their videos are typically on trend or creating what will later be trending. Through this, I can filter the trends for authenticity, relatability, public opinion and engagement. Helping tailor these trends to the brand’s audience and messages, therefore enhancing and increasing brand awareness and visibility. One example of this would be “Day in my life” videos in which the creator takes the audience through a day in their life. To tailor this to a specific brand like an apartment building would be to have a day in the life of a resident in which they use all of the apartment’s amenities and show off their apartment. Thus allowing the brand to show off its product while keeping an authentic feel that is engaging to its consumers.