A good Twitter campaign is all about setting out a strategy, planning your tactics around that strategy, and working cleverly toward success.
Identify your audience
Key to your strategy will be identifying your audience and the goals you want to achieve with them. Do you want to build your following? Drive traffic to a particular website? Your success will depend on how well you have judged and produced content aimed at the target audience.
Keep it timely
A campaign launch can often be months in the making, but as you approach your launch date, don’t forget to examine what’s trending, both online and offline. This awareness will help you navigate the need for any change in direction, and could help identify opportunities to dovetail with the zeitgeist.
Pick a relevant hashtag
Hashtags have become synonymous with people, events, and campaigns that have achieved a particular level of mass recognition.Your campaign should seek to either communicate into a popular preexisting hashtag, or identify space where a new, thoughtfully worded one might come to define a particular issue and then capitalize on this by making it the centerpiece of your Twitter campaign.
Adopt a content calendar
When planning any kind of communications campaign, it’s useful to sketch out each day’s activities on a content calendar. Things move fast on Twitter, so to ensure your message is hitting the audience you want it to, consider the flow of how you distribute your content on Twitter, and other social media. Plan in advance, but also keep your eye on trending stories and topics to identify issues that are animating the audience you want to reach.
There are many ways to get your campaign message across on Twitter. To kick-start your content calendar, consider hosting a Q&A with one of your organization’s ambassadors or partner activists, incorporating GIFs, videos, or photos into your Tweets, or live-Tweeting the launch of your campaign.
You want your audience to care about your message, but that doesn’t mean you have to sacrifice on personality. Sometimes this can just be a simple emoji, or it could be the tone you take with your Tweet copy. Don’t be afraid to use Twitter to showcase the voice of your organization.