Nonprofit Management All-in-One For Dummies

Chapter 1

Launching SMM Campaigns

IN THIS CHAPTER

Learning what social media is

Discovering the key components of a good SMM campaign

Constructing an SMM roadmap

Understanding the rules for successful SMM

Keeping people engaged and measuring your success

Responding to criticism

Launching a social media marketing campaign is, in some ways, similar to launching any other marketing campaign. But at the same time, you need to approach certain aspects of it very differently to maximize the results.

In this chapter, we discuss the components of a successful SMM campaign and how you can make it work in harmony with other marketing efforts. We also discuss how best to respond to criticism, how to turn a crisis to your advantage, and, finally, some tactics for turning the campaign into a long-term marketing asset.

Defining Social Media Marketing

Social media marketing (SMM) is a technique ...