Recently I read a post on by Jeremiah Owyang on What makes a Successful Marketing Campaign on Social Networks - here's what Jeremiah has to say:
"...Meets a business objective: First and foremost, any marketing campaign or activity should match with a business objective, regardless of the tools being used.
Encourage Member Interaction: The most successful social networking campaigns and efforts involve the audience.
Quickly scale: Social networks are designed for information to quickly move from member to member, so campaigns that lean on these capabilities perform the best. These attributes known as Velocity, Viralness, and Spread are key.
Utilize Media: In some campaigns, the best way to get members to return is to offer them media. Depending on demographics and community needs, this could be audio, videos, or demos
Foster self-expression or communication: Members in social networks like to communicate with each other, or self-express. As a result, campaigns should satisfy these needs with the appropriate tools
Offer an satisfying User Experience: This encompasses the overall experience of the campaign, the content and navigation items should be where expected, the language familiar to the audience, and overall look and feel of the site appeasing.
Provide longer term utility: Successful campaigns have a longer term value, rather than a short term ‘disposable campaign”. These campaigns add value by being a useful application to the members, rather than just quick dose of entertainment.
Enhance Value as Community participants: As more people contribute or interact with the campaign, the value is increased. This can be in the form of content that is created by the community, contests, voting, or games.
Supports Community Goals: Every community is different, and each has unique goals (from supporting products, to each other, or to just be entertained) the campaign focus should therefore meet the needs of the community, before the needs of the marketer.
Company Participation: In some cases, companies that participate in the discussions or conversations will yield to a more successful marketing campaign. Activities can range from recognition, company interaction, or attention to members perhaps from a community manager (Submitted by Whitney McNamara, Esther Lim, Crimson Consulting, Warren Sukernek)".
I think most successful Social Networking campaigns have all the qualities above, in common.
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