Earlier this month, I went and sat down with two young web series producers who wish to pick my brain about how to create a social media campaign with their upcoming web series.

Which inspired me to write a post about how to use social media with little or no cost. 

Before I start, I have a few questions that I want you to consider: 

  • What social media channels are you using to engage with your peeps?
  • What are the primary or secondary platforms? 
  • What kind of style and tone of social do you want delivery?
  • Who is doing the social for your project? you or another person (intern, social media producer, marketing)?
  • Are you willing to use your personal social to continually promote your project?
  • If you respond in detail, well done you just saved 20% of your time. The important part of any good strategy is execution. 

Focus on what you’re good at. If you don’t like being self-promotional or being online - seriously consider having someone else do it. 

Honestly, doing social media and creating graphics is just time to consume - can you commit 60-90mins per day to be “social” if not, then hire or find someone who loves it more than you. 

To be successful is to be committed, consistent, and to be omnipresent on social every day. It’s fine if you don’t have the money to pay for someone, but you do have to pay time to make any social campaigning worthwhile. 

 

Social Selling

An advantage of document social media for a project is that you use it as a part of your project portfolio: “My web series collected overall of 45,800 social followers with a social reach of 3 million viewers from Asian teens with immigrant born parents, located in Australia, New Zealand and Canada.” 

I just made up those numbers, but doesn’t that sound awesome?

If you sell it like that, it shows to major sellers and network that you know who your audience and you are able to back up your “target audience” with real numbers. 

 

Metrics to know if you’re social is successful

There are two types of social engagement

  1. vanity

  2. community engagement 

Vanity is all about the LIKES, kinda superficial AF. It counts how many subscribers, followers and how many people have <3 your posts. 

Both are valid. For a zero budget, it’s best to go with vanity. There’s a lower threshold to earn a heart or a like. 

I find that most creators give a vague response in who their target audience is.

By reaching organic growth, you are able to test out if you hit the mark or not. if you want to save even more time, and willing to invest, I suggest paying $100 on Facebook to test out your proposed audience. I like Facebook ads as you can super specific on whom you want your content to be consumed by. Spending $100 would save you so much time and effort to say “yup we got this” and if no one bites, then rethink who your peeps are. 

Organic reach (meaning you do it for zero bux) means time is being invested. If they really hit the mark, and audience genuinely loves their work, they will naturally promote it like crazy. 

From watching The Katering Show or How To Talk Australian I believed they did pay for advertising. 

The best metrics is to measure by how many of your actual audience is engaged with your content. 

If you have low numbers, but sell that you have an active audience, that’s a win.

 

Tools to use: 

Trello 

Managing social post and copies - acts like editorial board (here’s a template to help kick start it) 

 

A Social media scheduler

Tools to help you schedule content before hand. That why have an editorial board helps, and when you know what to post, spend time posting a week’s worth beforehand. 

  1. Buffer (free) 
  2. Hootesuite (free) 

Facebook pages also allows you to schedule posts, line up your posts in one sitting. 

 

Canva (free) 

Create graphics for social media. There are so many sizes on Social media, that I have trouble keeping up, thankfully Canva save us time and create templates to suit any social media platforms. 
 

Thunderclap.it

Is like crowdfunding without the money and you’re leveraging off your networks social capital. When you reach the key target number, it creates a boombox effect that promotes the launch of your show. 
 

Facebook Live

Create video and upload it anyway, sometimes it’s not about creating perfection, but showing the humanising aspect of who you and your show is. 

Create behind the scenes or QandA with Facebook Live. Think like a scheduled weekly show of your favourite talk show. Ellen is famous because she shows up every day on our TV set. 

 

$$$ 

Paid advertising

Facebook ads is beneficial if you know who you’re target group is. Otherwise use it to test your target demographic. 

 

Crowdfunding

I use this because, if you want to go deep into a campaign, crowdfunding is the best way to be:

  • create social everyday
  • be accountable for delivering your social and your project
  • create a community around 

Share it among your friends or bookmark it, as this page is like a resource to consider.

If you have any questions, ask away by commenting below.

Cheers from the future,

Suzanne 

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