The below response is provided by Moosylvania’s CMO Rodney Mason. Saint Louis based Mooslyvania specializes in digital branding and promotion. Rodney is a social media expert, and has authored several white papers, namely “The 7 Trust Builders of Gen Y” and “The Nine Step Guide to Social Networking.”
“Social media campaigns are like the produce section of the grocery store, the content is perishable and people’s tastes change often. Sometimes they buy oranges and grapes, other times they switch to strawberries and bananas. They consume social media campaigns in the same way.
If your Social Media campaign has a strategy that provides depth of content, variety of selection, and regularly updates the stock, throwing out the expired, it can run to perpetuity.
Need proof, look to the movie studios with many of their prelaunch campaigns running six months or more with some over a year. Barack Obama’s campaign did the same.
How about a car? The Ford Fiesta Movement has breadth of content and variety through its small army of connected Agents.
How engaging and appealing they are to the Gen Y audience over time remains to be seen. But many of them have thousands of visits to their content. If they are truly going for staying power, they will regularly introduce new, compelling reasons for visiting.
Burger King’s approach to Social Media, whether it’s derived from a macro strategy or not, is to regularly bring out fresh new messages around different products. This has worked for them. They’ve built credibility in the space and continue to grow their audience which anticipates their next move.
The Skittles social media campaign that drove hype for about a week, was missing sticky content or a long term strategy. There’s nothing wrong with flashy launches, but if your goal is to be relevant for more than a week, you have to build a sound strategy – that includes regular touches with compelling and different content.”