How to run a successful Social Media Campaign

Social Media Training - How to run an effective Social Media Campaign
Author: Paul Wilson
Course Summary: In this training course, we will walk through all of the key stages involved in
putting together an effective social media campaign.
Clearly the best way to demonstrate these principles is to show them in action by using a proven,
real world example. Throughout this course we will use the practical experience and knowledge
gained from the Gravity Fields Festival social media campaign which ran between March and
September 2012, to support the teaching.
Course attendees will also have the opportunity to devise and put in place the early stages of their
own campaigns for future upcoming event(s)
For all of these exercises, you will need to use the social media accounts you created in the
Facebook and Twitter Basics courses.
In the Appendix section of this course we will provide further useful reference material such as a
Glossary of commonly used terms , Social Media etiquette and best practices, plus some tips for
the best time of the day to use social media.

How to run an effective Social Media Campaign Page 1 of 45

© 2013 PRwilson Media

2. Campaign
Duration?

Determine how long you will run the campaign for, and how much time you can
allocate to run it on a weekly basis. Be prepared to adjust this during periods of
peak audience interaction (e.g. live reporting during an event)
Note: If it's a specific event already scheduled in the Calendar should be fairly
straightforward - as a rule of thumb to generate sufficient interest and support in
an event start a minimum of 6 weeks before the deadline date.
Gravity Fields Experience:
Being for a specific event, the social media campaign for GravityFields was run
over a defined 6 month window - as you can see from this screen shot the
Facebook page was created 27 March 2012. Initial agreement was to manage
Facebook and Twitter output for a minimum of 5 hours per week. In the final
month this was increased to 20 hrs per week and during the week of the festival
this was done on a full-time daily basis.
Logon to Facebook - search for "Gravityfields" Facebook page - on the right hand
side click on "Founded" on the timeline bar - will take you to the page shown.
Click on the month of March to see the opening post.

The Twitter account was introduced in early April. In order to optimize
efficiency, we linked the Facebook posts so that they would automatically be
posted to Twitter. This is done by Page administrator - click Edit Page - Update
info, and select resources - we will demonstrate this in Lesson 6.

Gravity Fields www.gravityfields.co.uk
Linked to Twitter (as Gravityfields)



4. Social
Media set up?

Do you already have existing Facebook / Twitter accounts that you can make use
of or do you need to create new ones? You need to select appropriate names for
your Facebook Page and Twitter accounts and make sure you have a logo or
picture ready to use.
GravityFields Experience:
Neither a Twitter account or a Facebook page had yet been set up for the festival.
The name @gravityfields (within the 15 character limit) was selected for the
twitter account so that it matched the website address. For consistency the
Facebook page was given the name http://www.facebook.com/gravityfields as
well as using the same standard logo.
Basically the same logo and naming used throughout
Website www.gravityfields.co.uk

Facebook - www.facebook.com/gravityfields

Twitter - http://www.twitter.com/gravityfields



6 Group
Exercise

Discussion
Now, working as a group, think about up coming SKDC events in the Calendar in
2013. Select one of these events to be the target of a new social media campaign
then go through all of the key questions in 5 planning stages and draft up an
outline social media action plan for one of these events- considering all of those
key questions outlined in this lesson
1. Primary Objective?
Event Name:
Campaign goals:

2. Campaign Duration?
Target Date:
Hours Per Week:
3. Target Audience Size?
Number of Twitter Followers:
Number of Facebook Likes:

4. Social Media Set up?
Naming conventions:
Accounts to set up:

5. Website Integration?

We'll return to these later in this course in Lesson 6, where we'll set up a basic
social media presence for the event you've selected - create a Facebook page,
create a Facebook event, and demonstrate how to link with a Twitter account.



2. Engage with
relevant interest
groups

Use Twitter lists to organize your followers into interest groups. For example,
local media contacts , local businesses, or other national festivals. As above,
ask them to spread the word on their networks. On Facebook, search for and
Like Pages of partners and display them on the Facebook page.
On Twitter - search for "gravityfields" - click on the name to bring up the
profile on the left hand menu click on lists.
As you can see , right from the outset we created a number of public lists which
helped us to target specific interest groups. This enabled to see who was
currently online from those groups so that we could ask for Retweets and
responses.
Where you found people with particular Newton related interests such as
Astronomy society members, followers of National Space Centre, followers of
historical science figures, the followers of those followers would also be very
likely to be interested in what we were providing.

On Facebook we selected some of the main community pages and featured
them as permanent "Likes" on display



4. The 3 Rs Reply,
Recommend and
Retweet

Don't just broadcast a stream of tweets or Facebook messages. Your audience
will soon lose interest and you won't reach anyone new. Remember your 3 Rs Reply, Recommend and Retweet. Make sure that you get involved with the
conversations out there - reply, comment, mention , share and Retweet - it will
get you noticed. Engagement is key if people aren’t interacting with you,
building a relationship and helping expand the reach of your tweets then your
twitter following is just a number. If you RT someone, they are much more
likely to RT you back.
Here on Facebook - our responses to comments posted on the wall.

The thinking was always based not just on our direct followers, but with so
many Retweets and interactions going on, on the followers of the followers. As
we moved from 100 to 300 and passed 500 followers by June, way ahead of
schedule, the far more telling statistic was that the followers of our direct
followers had already reached over 2 million people.
It was always rewarding when some of these RTs and message shares resulted
in new people becoming aware of the festival
Ann Griggs @anngriggs
Why had I not heard of @gravityfields before now? I am now planning a trip
there...sounds amazing!
Ann Griggs is from Glasgow!
The biggest single RT we had was by national festival partner the Science
Museum to 221,000 followers - funnily enough the tickets sold out within 10
mins!!
Science Museum @sciencemuseum

RT @Gravityfields: Last chance for @sciencemuseum most popular
show http://www.gravityfields.co.uk/event/bubble-show-0 … less than 15
tickets left <- it's all about bubbles


Lesson 3 : Building Loyalty
Summary: Having established an audience, the next phase is all about keeping them interested. You
have to maintain a presence on social media. Any prolonged periods of inactivity will often result
in losing followers. It's all about maintaining momentum.
Here are some of the key ways that you can develop and maintain a loyal following.
1.
2.
3.
4.
5.

Follow back
Weekly mentions #FollowFriday
Keep it real
Know your audience
Less repeats more variety

Step
1. Follow Back

Actions
Following back those people who take the trouble to follow you, a simple
principle, but a very effective one. It's common courtesy. We recognize that for
the main Twitter account of a public service organization it's not so straight
forward, because following one business rather than another could imply support
or favoritism for that business, however as far as a community event is
concerned, following back is a key principle to adopt.
GravityFields Experience: What was apparent from many of the established
festivals was that very few of them actually followed back more than a small
percentage of their followers. By following back a much greater number, we were
able to show that we were engaged and listening to our audiences and most
importantly we were getting much higher interaction ratings as reported by
recognised social media influence indicator Klout
Cheltenham Festivals with a following of 11,300 at the time actually had a lower
Klout score of 63 than Gravityfields 66 , a full month before our festival began!
To see the Klout score of your account go to http://www.klout.com , sign in with
your Twitter or Facebook account.



3. Keep it real

Find your own voice. Of course you must always maintain a professional
approach and remember the job you are there to do, but you can still inject some
personality into your messages -be creative with your 140 characters. Don't just
publish the dry details , share the story
Throughout the campaign I always tried to inject some gentle humour and make
our festival as a “new kid” on the block perhaps a little more approachable than
some of the more established events. Here I made a small adjustment to Sir Isaac
Newton's "Shoulders of Giants" quote to promote the festival.

We always had a great response from the presenters and performers as well as the
local community.

See also Appendix on twitter etiquette for some helpful suggestions for engaging
in conversation.
Dallas Campbell's speech was excellent by the way!



5. Less repeats,
more variety

Don't keep sending out the same old messages. Try and find a new angle, share
different types of content such as videos, blogs or pictures. Keep it fresh. It’s
never a case of one size fits all– the way people interact and follow an
individual’s twitter account differs significantly from how they engage with a
branded corporate account or event. Twitter – and the tools available to users –
are also constantly evolving, so what works today will not necessarily be
effective a year from now. So continually test and refine your strategy – and
don’t be fearful of changing your approach in the light of the results you see.
Gravityfields experience:
At all times, I was aware of the need to vary the messages. Every single day I
would try to introduce new variations on the festival themes, and with the rich
variety of events on the programme website and the remarkable life story of Sir
Isaac Newton it was very easy to keep this going.
There was a #KnowyourNewton quiz, regular countdowns on ticket sales, just
about everything from events at his family home at Woolsthorpe Manor, through
to plans for him to be the next Hollywood action movie star.
I deliberately avoided using scheduled or automated tweets, and even where it
was a similar message , would try to structure the message differently. Sometimes
even in the "voice" of Sir Isaac himself. Regularly asked questions to gain
feedback, and gave my own personal reactions to what was happening
GravityFields @Gravityfields
psst #SirIsaac here ,trust you are enjoying #Newtonparty, between you and me
the processions will merge together at 930pm @guildhall_arts
Tell us all about your experiences, what you are going to see? , using
#gravityfields
My goodness I can't catch my breath- Northern Lights, Church Spire
Lights @scimadesimple lighting up the stage - so much going on
Here's a sample of tweets of varied topics from September 11th



2. Engage with
relevant topical
news

If there's a big story that's relevant to your event or organization - get out there
and talk about it -use the hashtags, comment on the forums and pages - be part
of it.
During the summer months exciting new information on the potential discovery
of Higgs Boson particle provided a huge spike of interest in our festival,
particularly given Professor Val Gibson’s opening talk on the Hadron Collider.
But undoubtedly the biggest impact of all was the opening ceremony of the
Paralympics Games at the end of August just 3 weeks from the festival. As one
tweeter put it
Jon Wood @Jonwoodscience @Gravityfields . Loved your 3 hour advert
during the #Paralympics opening
Professor Stephen Hawking, reading the words of Sir Isaac Newton, Giant
apples, the moon, the world’s biggest apple crunch, choirs singing the Principia
, all being performed to a global audience of 1 billion!
During that one evening there were no less than 300 tweets about all things Sir
Isaac Newton. BBC Radio Lincolnshire contacted both Woolsthorpe Manor and
Gravity Fields to feature Newton and the festival and we gained over 50
followers that night alone – a perfect example of how social media can help you
respond so quickly when a story rapidly emerges.
A small selection of the many tweets about Sir Isaac Newton

Isaac Newton even "Trended" on Twitter that night there were so many people
talking about him!
Matthew Day @matthewnotmatt

Stephen Hawking and Isaac Newton are trending on twitter, its feeling more
intellectual than normal here



4. Seize the
moment

In terms of media attention, most stories and events have a limited lifespan.
You need to be able to react quickly to capitalize on opportunities
Gravityfields experience: One particular story that brings home the immediacy
of social media in news reporting is when Astronomer Royal Professor Martin
Rees unveiled the plaque to Sir Isaac Newton. I filmed a few minutes of his
inspiring address taken on my smart phone, and shared that on the twitter
waves. Next morning, I received a message from a reporter at BBC
Lincolnshire online, asking if I could provide any photos from the unveiling.
I passed a picture I’d taken and shared the video link for the opening address.
An hour or two later when the story broke on the BBC Lincolnshire website, it
immediately became a main story on the BBC England website, and stayed on
that front page for several hours.
Remote reporting in the interactive age –priceless!
Here's the twitter conversation with Caroline Lowbridge.- because of the video
she got all the quotes she needed without having to attend, and we got far more
exposure as a result.

In contrast the version featured on local ITV website didn't have any details of
Prof Rees's fantastic speech
The Plaque unveiled in honour of Newton at Gravity Fields
Festivalhttp://www.itv.com/news/central/update/2012-09-22/plaque-unveiledin-honour-of-newton/ … via @gravityfields @itvnews



Lesson 5: Live Reporting
Summary: There's no better time to make full use of social media and its ability to provide instant
updates and keep a large audience informed that during an event.
Here are a few of the key points to bear in mind:
1. Be Everywhere
2. Be Organised
3. Share the Magic
4. Be a Fan
5. Report and Review

Step
Actions
1. Be everywhere Even though you can't physically be in several places at once, especially where
there are simultaneous events happening, you should make full use of the
network of regular followers who are attending. This includes all of the local
and national media broadcasters who are reporting on the event - people will
often write their own daily blogs and publish their own photos and videos. Your
job is to pick out the best of these and share them as quickly as possible. Make
sure when you are out and about that you at least have a smart phone or other
internet capable mobile device so that you can keep up with developments
Gravityfields experience: My goal was to get out there and attend as many of
the festival events as I possibly could fit in, averaging at least 4 per day
throughout the week and a mixture of science , arts , heritage and family events.
As well as local media groups such as Grantham Journal and Grantham People,
there were several other regular contributors who enjoyed sharing their
experiences of the festival, which really gave it a really authentic feel. Rita
Jackson who I met in person at the Jack Klaff Newton opening night, was a
great example of this. As well as regularly supporting our tweets she also
helped cover and publicize a number of the events on the daily schedules for the
remainder of the festival.
Rita Jackson @RitaCJackson
LEO Circle of Eleven where laws of gravity defied. Kids laughing & learning
love the combo. http://www.gravityfields.co.uk/event/leo-2
#Stamford #GravityFields
Suzie Pike @GranthamSuze
The GranthamJournal team were at #GravityFields tonight. Were you there?
Send pics to comment@granthamjournal.co.uk
Paul Carson @In_A_Min
@Gravityfields went to Visualise Reloaded. My 5 year old loved it. I'm a
scientist for 15 yrs & even I was saying 'Wow' #toiletrolls



3. Share the
magic

When there is so much happening at once, its important to make sure you
capture that spirit of shared experience. Share the comments, the images.
Dr Chris Lintott from BBC Sky at Night actively encouraged me to live tweet
during his Moongaze night presentation, and it was great to hear how genuinely
proud he was to get an apple from THE tree on his first ever visit to
Woolsthorpe Manor.
Chris Lintott @chrislintott Stole an apple MT @gravityfields first ever visit
to @woolsthorpent and its incredibly
special #Newtonpower http://twitpic.com/ayaxnx ”
One man theatre shows such as Newton, Galilieo and the mind bending Leo by
Circle of Eleven left the audience waxing lyrical “never seen anything like that
in Grantham before” being a common response.
Hint of LIME @HintofLIMEprod
@gravityfields, @dougbuist Stonking Galileo opening tonight! Audience
response "awesome", "mesmerising", "never seen anything like it"

Videos , Photos and Comments flooded into Facebook page on the
Transformation of the town night



5. Report and
review

With all the extra traffic being generated during the event, its important to make
sure that you take time to capture reports using tweetreach and other tools. Its
also very important to review at the end of the event and consider any lessons
learned;
Here’s just a small sample of the 200+ positive comments we received online,
during the week most of which were added to favorites for future reference
Education:
Joanna Morgan @mrsjoannamorgan
@Gravityfields My class really enjoyed 'Feel the Force' at the Guildhall this
morning,big thank you to the science museum and Phil the frog!
Media:
Quentin Cooper @MaterialWorld
@Gravityfields thanks - fab but fleeting visit to what I hope will become a
recurring feature of science landscape...
Performers:
Hint of LIME @HintofLIMEprod
@Gravityfields That's what we like to hear! Thank you Grantham and Gravity
Fields for making Galileo and Hint of LIME so welcome.
Public:
Lynn Godson @lynnvgodson
@southkesteven @Gravityfields Great to find a local authority willing to fund
this fab festival in tough times for budgets. Pls do it again!
Rita Jackson @RitaCJackson
Still dreaming of the wonderful week of activities through @Gravityfields.
Well done committee & participants. Next Year?
Considering it was the very first time any festival, let alone one of this sheer
scale and vision had been attempted in the town, inevitably there were always
going to be some things that didn’t go fully to plan. From a purely social media
perspective, perhaps the only area that I would have liked to have been able to
develop, would be to introduce some form of video streaming or live
broadcasting or interactive blog element during the festival.



2. Planning and
preparation

Fill out the Planning and Preparation Information
1. Primary Objective?
Event Name: International Women's day open meeting
Campaign goals:To raise awareness of and attract attendees an open evening
featuring inspirational guest speaker the RAF's first lady pilot on the eve of
International Women's day
2. Campaign Duration?
Target Date: Thursday 7th March (7 weeks from today)
Hours Per Week: 3 increasing to 5-10 in final 2 weeks
3. Target Audience Size?
Number of Twitter Followers: 200 additional @rotarygrantham
Number of Facebook Likes:50
4. Social Media Set up?
Naming conventions: www.facebook.com/Granthamwomen
Accounts to set up: Facebook Page, Facebook even invite, integrate with
twitter account

5. Website Integration?
Will post on community websites that provide free event listings such as best
of Grantham, Grantham People, rather than set up a new website.



4. Facebook
Page -Update
Info

Ask another user on your friends network to Like the page
Once they've done this , you can then add them as an administrator
Here Paul Wilson has "Liked" the page

Click on "Edit Page" - select "Update info"
Make any changes to "Basic Information" then click Save Changes
Click on "Manage Permissions" - review the settings -here is where you can
restrict who is allowed to post on your Page, set age restrictions - there's even a
profanity blocklist to prevent bad language being displayed in comments.
Notice in particular the check box at the top - "Unpublish this page" - very
important to select this!
It means you and other administrators can work on the page without it needing
to be publicly visible - this is very useful to give you the time to get it set up
properly before it goes live. Remember that by default all pages can be searched
for and viewed once they are published.

Click "Save changes" to confirm your updates



6. Create a
Facebook event
invite

In the "Status" box where you post updates -click on "offer /event"
Click on "Event"
Type in Event details, time , location and click "Create event"

You can add an image for the event, then share on your own user profile wall or
even on a friend's wall - click "share event" . If you select "invite friends"
button at the top you can select them one at a time to send an invite to either via
Facebook or email (stick with Facebook invites)

The event invite will be displayed on your Facebook wall, and any one who
clicks on it - will see options "Join" or "Maybe" -they can click "Join" to
indicate they would like to attend.- It will display who's going so other
interested attendees will be able to get a view for how many will be attending.



Appendix A : Glossary of Terms
1. Twitter
Bio A short personal description of 160 characters or fewer used to define who you are on Twitter.
Direct Message Also called a DM and most recently called simply a "message," these
Tweets are private between the sender and recipient.

Favorite To favorite a Tweet means to mark it as one of your favourites by clicking the yellow
star next to the message.

Follow To follow someone on Twitter is to subscribe to their Tweets or updates on the site.
Follow Count The numbers that reflect how many people you follow, and how many people
follow you.

Follower A follower is another Twitter user who has followed you.
Following Your following number reflects the quantity of other Twitter users you have chosen
to follow on the site.

Geolocation / Geotagging The use of location data in Tweets to tell us where you are
in real time. Is also called "Tweet With Your Location."

Handle A user's "Twitter handle" is the username they have selected and the accompanying URL,
like so: http://twitter.com/username

Hashtag The # symbol is used to mark keywords or topics in a Tweet. It was created organically
by Twitter users.

Interactions A timeline in the Connect tab displaying all ways other users have interacted with
your account, like adding you to a list, sending you a @reply, marking one of your Tweets as a
Favorite, retweeting one of your Tweets.

Listed To be included in another Twitter user's list. Listed numbers and details appear in the
statistics section of your profile.
Lists

Curated groups of other Twitter users. Used to tie specific individuals into a group on your
Twitter account.

Mention Mentioning another user in your Tweet by including the @ sign followed directly by
their username is called a "mention". Also refers to Tweets in which your username was included.
Profile

A Twitter page displaying information about a user, as well as all the Tweets they have
posted from their account.

Profile Picture

The personal image uploaded to your Twitter profile in the Settings tab of

your account.



2. Facebook
Account Settings Use your account settings to manage basic account preferences. You can
edit your name or email info, change your notifications preferences, turn on extra security features and
more.

Cover Photo Your cover photo is the large picture at the top of your timeline, right above your
profile picture

Event Events is a feature that lets your organize gatherings, respond to invites, and keep up with
what your friends are doing.

Facebook Questions Facebook Questions is a feature that lets you get recommendations,
conduct polls and learn from your friends and other people on Facebook.

Friend Friends are people you connect and share with on Facebook.
Like Clicking Like is a way to give positive feedback and connect with things you care about.
Messages Messages is a central place to exchange private messages, chats, emails and mobile
texts with friends.

Networks Networks are affiliations with schools or workplaces on Facebook.
News Feed Your news feed is the ongoing list of updates on your home page that shows you
what’s new with the friends and pages you follow.

Notes Notes is a feature that lets you publish what’s on your mind in a full rich format.
Notifications Notifications are email, onsite, or mobile updates about activity on Facebook.
Page Pages allow businesses, brands, and celebrities to connect with people on Facebook. Admins
can post information and news feed updates to people who like their pages.

Profile Your profile (timeline) is a complete picture of yourself on Facebook.
Profile Picture Your profile picture is the main photo of you on your profile (timeline). Your
profile picture appears as a thumbnail next to your comments and other activity around Facebook.

Search Search is a tool to find people and content on Facebook.
Timeline Your timeline is your collection of the photos, stories, and experiences that tell your
story.

Wall Your Wall is the space on your profile you and friends can post and share.



If something is posted publicly, then it is generally fine to share or repost that content, provided
that the original source is attributed.
This is easily done by:
• “Sharing” a post, as the original source is included in the shared post,
• “Linking” to the original external source,
• “Retweeting” if sharing something posted in Twitter.
Do not download an image or video and post it as if it was your own contribution. You should only
share content that you have created or that you have permission to post.
If someone posts something to a non-public audience on their own profile that you would like to
share, please seek their permission before sharing it to a wider audience.
Where possible, seek the permission of any people pictured in a photo prior to posting, particularly
if it is going in a public forum. Some people may be concerned about their privacy; this is
especially important if any children appear in a picture. Also consider whether an image is
flattering; be very discriminate with any photos that you upload, even to “private” audiences.

1.5 Be accurate and correct mistakes
Make sure that you have your facts right before you post. Take time to verify information, either
by discussing the matter with someone authoritative or by a quick google search to check if
something is a known hoax. It is better to delay posting something to check with a source first than
to post a correction or retraction later. Cite and link to sources wherever possible.
If you do post something that contains an error, be quick to correct it and be upfront about what
correction has been made.

1.6 Foster a positive, transparent arena for conversations
Social media is not about blasting your content out to the masses; it is about fostering relationships
and engaging people in meaningful conversations.
To that end, set up your organization Facebook page so that anyone can post comments to it and
ensure that you monitor and respond to comments in a timely manner, as it builds credibility and
community. Deal with any criticisms directly on the page rather than referring people to an email
address unless it is a particularly sensitive issue that does need to be dealt with privately.
Your organization should create, publish and adhere to posting guidelines. If a user flouts the
posting guidelines, ensure that they are dealt with in the appropriate manner. All administrators
must understand and agree with the guidelines before taking on an administration role.



Appendix C Twitter etiquette
With Twitter, like any social media platform, consider how you would feel if your boss, client,
colleagues, spouse, partner, kids or parents saw the tweet, because Twitter is an open, searchable,
global public forum where any tweet can go viral.
Here are twenty-four recommendations to guide your interactions. Even if you’re already an active
Twitter participant, it’s useful to review this checklist.
1.

Use a recognizable Twitter handle. Where possible, align your presence across
different platforms. Also, keep your Twitter handle (name) as short as possible so it doesn’t
consume lots of letters of your tweets.

2.

Don't be an "egg". Make sure you add a profile picture

3.

Use your Twitter bio to help others.. Provide useful content about yourself to give
context to your tweets.

4.

Don't Auto Direct message People. It’s a broadcast message that recipients know isn’t
targeted at them. For many, especially more seasoned Twitter users, its spam.

5.

Check your environment before you tweet. Don’t ignore the people you’re with in
real life to tweet. Consider how your behaviour will be viewed before you do it.

6.

Always introduce yourself. This is particularly important when you join a chat or other
group conversation.

7.

Let followers know you’re going to be tweeting more than average. This is
important when you’re participating in a chat or live tweeting a conference. It gives your
followers a chance to not pay attention. I always let my followers know that I’m joining a
chat.
Review the people following you to determine if you should follow them back. You

8.

don’t need to feel that you have to follow everyone. The other side of this point is to not feel
hurt if someone doesn’t follow you back.
9.

Don’t follow people and unfollow once they follow you. This is a rude move. If you
want to build a large follower base, work to achieve it in a more above board manner.

10.

Don’t use someone’s Twitter handle in a tweet just to get their attention. Unless
you’ve got a good reason to try to get someone’s attention, this type of tweeting can backfire.
Beware especially if the person has a large following.

11.

Give credit where credit is due. Like any other piece of content, acknowledge the
originator of the idea or information. Remember a tweet can have an embarrassingly long
life.



Appendix D - Best Times of Day to Update social media

Trying to figure out when your tweets will get the most “RCEF ” is the name of the game.
Your RCEF is when your tweets get:
1.

(R)etweeted

2.

(C)licks on their links

3.

(E)ngagement, comments or replies

4.

(F)avorited

Hidden Factors To Consider:


3. At the time YOU followed other people. Since many people will follow back after you follow
them, if you habitually follow people at the same time of day, your RCEF will tend to be high at
that time of day.
Quick Tip: Pay attention to when you follow people! If you find people to follow by searching
current tweets, don’t do all your following at times you don’t usually tweet. Do some following
during the times you typically tweet the most.
4. At the time people interested in what you tweet about are most active. For example, many
people like to tweet about TV shows while they watch them. So if you tweet about a TV show that
is on at the same time each day, you’ll get increased RCEF at that time of day. This will happen
even if you don’t tweet at that time (maybe you wait until the next morning to tweet, for example).
Quick Tip: This one’s easy. If you have something to say about an event, say it during or just
before or after the event. If you tweet well before the event, consider splitting it into two tweets—
one that you say right now when you thought of it, and another that you schedule for during or just
before the event itself, when more people interested in the event will see it.
5.

When lots of people are following others. Friday—because of the #FollowFriday

phenomenon—is when a lot of people follow others. If you get most of your followers on Fridays,
that’s a proven time they are active on Twitter, and your RCEF is likely to be highest on Fridays.
Quick Tip: Try to be active when your followers are active (generally, don’t take Fridays off.) If
you have friends that recommend you, ask if they can do so at times that you are typically online
and active on Twitter.

Summary
If you are looking for one factor to consider above all others, concentrate on getting engagement
from popular influencers. Working out when they engage and what their favorite topics are can
mean more for your tweets than any other factor. If you or your organization tweet mostly about
just one or two topics, observe when those topics are getting the most engagement, and try to tweet
at those times.



How to run a successful Social Media Campaign

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