For the range of social media content, a collection of vital aims have been decided. This is the aspects that need to be expressed and included to make the campaign effective raise brand awareness over the media.
-make sure logo can be seen
-make sure the message/concept is clear and defined
-make sure branding is obvious
-ensure it relates to the brand aims and tone
-ensure it's positive vibe
-do not offend any of the audience
-make sure it stimulates the conversation, not stops it
-make sure it's spelled correctly
THE POST ARE A REFLECTION OF THE BRAND, THIS NEED TO ALWAYS BE CONSIDERED.
One of the main points the essay discussed and concludes is the importance of a cross-media campaign be built for each channel. Rather than just applying the same content over the channels, it needs to be created to integrate. To do this effective over the platforms in-depth specific research into the benefits, current advertising capability, the user experience needs to be considered. The outcome needs to be based on how the consumer engages with each individually, suit the uses to take advantages of these.
A large amount of research has been done into facebooks targeted ad campaigns, and this could be taken advantages of by the campaign but it was also discussed how this can have a negative response. Therefore to avoid controversy this will be ignored for this brief. Instead, it will focus on other aspects of the site, like profile filters and stickers.
Gary Vaynerchuk points -
-keep it short/simple
-is it interesting? will the audience be entertained by it
-make sure it's high quality
-LOGO VISIBLE
-is it the correct content
-the wide user base
filters -
Facebook has a filter aspect, this allows the users to apply set banner to their images. This can be used to show support for causes, shows interest or just to enhance the subject's image.
The filters go round the image, but always make sure they're not central content so the image inside is still visible.
This is an aspect that could be taken advantage of, this as the visual aspect of Facebook can be applied to advertising without being directly released as adverts. This also gives the consumer control, as they apply this then share it with their friends. This gives the user a way to share content towards an intended theme.
features -
very bright color schemes used
bold text, as to be seen small
can take up full image box
can use branding
the user cannot control where the images go
across the photo
overlaps the photo
a wide range
often sponsored by brands
creates a community
can be seen even by those not friends, as seen when anyone views profiles
flat design
stickers -
Stickers as discussed before, are flat images that users can also add to the imager. These differ for filters as they are smaller elements than can be applied anywhere over the photo the consumer choses. Stickers can more controlled by the audeince, as there is a wider choice and also they have input with palcement and design. The fliters are very set, the user can only change the size of the image where as stciker can be applied anywhere and as many as they intend.
-more than one created often
-small
-size can be reduced and still seen
-flat design
-fits with consumer engagement/language
-links to 'memes'
-don't have a background
-take up minimal space
-as small as possible yet still readable
-informal
-created in ranges
-very colourful/bright to stand out againt image
FOR THIS OUTCOME, FACEBOOK FILTERS/STICKERS/SHARING THE CAMPAIGN CONTENT ON THE PAGE TO RAISE AWARENESS/FACEBOOK INFLUENCES WILL BE FOCUSED ON
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