ABSTRACT

Campaigns, much like the master social strategy, require planning and research in order to reach the ideal audiences in the correct ways. This chapter focusses on developing campaign strategies that are derived from the master social strategy and take into account elements of awareness, engagement, and conversion. It delves into building audiences, thought starters for campaigns and brings this all together within the wider social strategies. Likewise, the evergreen strategies are those campaigns that remain ongoing for longer than the marketing life cycle of a single product or book. These relate to overall brand values and bring into account content that relates to current events, trends, and reactive content to ensure that the publisher is engaging in a way that reflects their overarching strategy.