Often a Social Media campaign’s worth is determined by the number of likes, new followers, retweets and other forms of acknowledgement by the world.
However, that is just the flesh. The campaign attracts a lot of people, be it as a result of a clever campaign, great prizes to give out, or a mix of both.
But a campaign that benefits your brand for the long run will bring in new fans. People who are curious about your brand, those who want to strike up a conversation. Among them, you will find those who will become your trusted advocates, with careful nurturing. It is not enough to send of a #ff or a good bag to these people. They ask the smart questions, are genuinely curious about your brand, and want to have the best experience with it.
They are your seed. Nurture them, build up your engagement with them, and you will continue to see that your social media campaign is truly effective, instead of being an internet fad.