Chapter 17

The Creative Process

When building a creative program in the social space, many considerations should be taken into account. For example, exactly who is the audience, and how do they acquire, perceive, interpret, decide, and act on information? Moreover, how do they use and interact with an ever-expanding range of platforms and channels? Probably no factor is more significant than the ability to arouse the strongest possible emotional response from the end user. That is because emotionally charged content is better remembered than neutral content, and it can be recalled with greater accuracy.1 Most important, it is also most likely to be shared.

Content that elicits emotions does so because it connects an audience to other people, places, or events. It helps them determine how they feel about the world. It defines their experiences and drives their behavior, sometimes unconsciously.2 Therefore, in the context of the network model, succeeding in social media means being able to fuel those multiple elements. What is more, content must continually change to stay fresh and be worthy of conversation. One of the most effective ways to do so is through powerful campaigns, which are creative concepts designed to propel the overall network goal forward.

Building a Franchise

The best social campaigns can be thought of as franchises in much the same way as TV series are. In both instances, franchises generate considerable interest and loyalty, and they often serve as the topics ...

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