How to Plan Social Media Marketing Campaign

Define Goals and Objectives


Quite often the solution of a problem is hidden in its definition, so think well before hurrying to start the action. A good strategy for social media marketing is a must for an effective, measurable social media endeavour. To plan and execute effective marketing campaign is a big challenge, especially for small businesses.

An example of goals for social media campaigns are:

  • Brand awareness
  • Conversion ratio
  • Inbound links
  • Market development
  • Increase the traffic

Before starting you should well define the timelines and the milestones for each goal of the campaign. And last but not least – choose a social media monitoring tool to measure the actual state of the business and then observe and analyse the outcomes of your efforts.

Social Media Monitoring

Research the Market


  • Find your target audience

Find out where your customers share information, interact and make recommendations.

  • Explore the target market trends

Stay tuned and contribute to the online community of your customers. Share news about tendencies and developments in their domain of competence.

  • Discover the needs of your audience

Contribute to relevant discussions and find out what are the needs of your customers.

Campaign Foundation

The choice of tools for benchmarking the success and seeding your content on the various social media websites, the content creation and visual design are the corner stones in your implementation plan. Any changes to these elements would cost you a lot during the campaign.

Campaign Rollout

Follow these tips on during your marketing campaign on social media.

  • Listen and assist

Social media platform is not about you, it’s about “them”. It is important to be a good listener and try to help others. Listen to your prospective customers and try to assist them by providing for example useful resources and knowledge. Do not talk about yourself, at least in the beginning. Your mission is to help others.

  • Engage

Share other people’s posts. It is important to demonstrate that you value the others’ content. Provide authentic feedback to their work, talk, post and share content that provides value to your audience. Try to socialize just like in real life.

  • Mention and #tag

Be proactive in conversations and assure yourself that your message will be heard by mentioning users in twitter using @ before the username.  Use popular tags in your messages so that your message appears in trendy searches.

  • Effective retweets

While sharing interesting content make sure to not just retweet the message, but add the user’s name in front like RT @joe85 … Respectively while posting a message on twitter, leave enough space for comments and mentions after retweet. Knowing the limit of 140 characters it is wise to limit your message to 100-110 characters and let any future mentions and tags appear.

  • Contribute

The authentic content has been and will always be the King in Social Media. Make sure you offer quality content which is engaging and interesting to your audience. The goal of your efforts should be the value creation. Once you start creating valuable content you’ll be amazed by the payback that Social Media Marketing offers to your niche.

Campaign management & support


Once your campaign is well planned and initiated, keep following your plan and it will pay off. Choose tools and methodologies for monitoring and measuring your campaign, analyse the results and take proactive actions to drive your efforts to a successful end.

Brand Management

The brand is the identity of your company, your products, services or your business as a whole. The management of your brand includes activities like Public Relations Management, Marketing techniques, Event management, Monitoring of competitors’ activities.

Recently there is one more problem to solve with the brand management and this is the puzzle of online reputation and online monitoring.

Imagine a tool that lets you:

  • Discover customers’ comments and complaints
  • Measure and evaluate your online presence as well as your competitors’
  • Perform effective market researches
  • Mitigate negative content
  • Support your online communities

With such a tool you will unmistakably see the insights of online discussions and define your marketing strategy.  You will also save time and money for online researches.

This tool is called Rankur and you can start using it in a minute with our free trial program or request a free, no engagement demonstration at info@rankur.com.

Top 10 nightclubs in the UK on social media 2011

rankur has collected data about the restaurants, clubs and bars all over the UK and presents a survey of the most famous nightclubs among the online community! There are currently some 467 359 online reviews collected and ~1 246 000 online discussions on the subject, dated up to one year ago.

Clubs ordered by number of online reviews:

  1. The Valmont club, London, with an average sentiment rating of 4.1 stars!
  2. Rumi Bar, London, with an average rating of 4.0 stars!
  3. The Peacock Bar, London, with an average rating of 3.3 stars.
  4. Mahiki, London, with an average rating of 2.8 stars.
  5. Tiger Tiger, London, with an average rating of 2.6 stars.
  6. Oceana, Surrey, Surrey, with an average rating of 2.8 stars.
  7. The Loft, London, with an average rating of 4.0 stars!
  8. Metra Bar & Club, London, with an average rating of 3.0 stars.
  9. Vendome Club, London, with an average rating of 2.7 stars.
  10. funkybuddha, London, with an average rating of 2.6 stars.

Having a look at the figures it looks like the user rating is proportional to the online discussions (or ‘buzz’) and we may predict that The Loft will move up in the next months. Stay tuned to our blog or twitter account to get an update soon!

Here is an automatic summary of the most discussed features of these clubs. As you see, although there are a lot of complains, the fun and great time dominate their customers’ experience.

Our social media monitoring tool – rankur implements technologies for natural language processing, feature extraction and web crawling. It has put into practice algorithms for automatic sentiment recognition and opinion mining. Its statistics rely both on reviews that are explicitly marked from 0 to 5 stars by their authors and on automatically estimated sentiment in reviews.

Want to list the clubs in your city? Leave us a message or comment this page and we’ll post a research for your city or a particular club!

Helpful videos for social media monitoring and brand protection

The social media monitoring tool rankur logo released two new videos to help users set-up their searches:

Sign-up demo:

and a demo for online opinion metrics and analysis:

You will learn how to set-up saved searches about any personal name, brand, local business or institution and see the trends about related topics. The estimation of their importance to the public is already an evident task. It is also fairly easy to drill-down to the source of any publication and register notes for any further actions.


Check out the videos and share your thoughts about rankur with info[at]rankur.com.

Thank you for your time and your feedback!