How do you handle a social media campaign - at Enigin we use social media in many ways to encourage energy saving within business and the public sector and to get our message out there - but if you are commissioned to start such a campaign, how do you go about it.
In Stanford Graduate School of Business online magazine they have an interesting interview with the authors of a new book of social media campaigns, The Dragonfly Effect, Professor Jennifer Aaker and tech marketer Andy Smith.
Here is the article:
A social media campaign that goes viral, grabbing the attention of thousands or even millions of people at a very low cost, is the dream of many social entrepreneurs. But clearly not every Facebook page, website, or tweet succeeds in this way.
“You can’t use social media effectively unless you know how to capture people’s emotions,” said Jennifer Aaker, the General Atlantic Professor of Marketing at the Graduate School of Business. “People only advance the message about something they care about.”
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