Cause Related Marketing = Social Media

Easily extending the reach of a consumer promotion has been the goal of marketers for years. Now, the leading Social Media platforms, such as Twitter and Facebook, allow marketers to do just that.

The question posed is how? Create a promotion-centric Facebook Fan Page or Twitter Page or utilize the brands’ (if one is available)?

For a Sweepstakes, Instant Win Game or Special Offer (e.g., coupon or BOGO) which is designed to raise awareness for a moment in time, incorporate the promotion into the current Fan Page and Twitter Page.

However, for a cause-related program which will be in the marketplace for months, and perhaps years, it makes sense to create its own “identity” and related Fan Page and Twitter Page.

Some tips:

1. Define objectives, key performance indicators and ensure consensus amongst all stakeholders!

2. Provide value. Give a reason for people to visit and to become a Fan or Follower!

3. If you are also including a contest as a means to raise awareness, provide guidance on entry submission dates and remember to merchandise your winner and finalists. If entry submission is also available on the Fan Page make sure that you have obtained Facebook permission - www.facebook.com/promotions_guidelines.php. Guidelines change often and without notice!

4. Promote the Fan Page and Twitter Page via URL mentions, virtual gifts, Facebook ad buy, social media integration on the campaign microsite (incorporating Bookmarks, Share and Facebook connect)

5. When utilizing a celebrity spokesperson, ensure that the celebrity utilizes their Fan Page news feed and Twitter feed to spread “the word”. You also want the celebrity to add the campaign’s Fan Page to their Favorite Pages!

6. Create an editorial calendar to ensure new content is published on a regular basis. This includes relevant tweets. Ensure that the Fan Page and Twitter page are tightly integrated.

7. Moderate and respond to Fan and Follower comments and messages in a timely manner. The goal is to ensure that the communication flows in a 360 degree manner. For Pharmaceutical companies, the FDA has yet to provide regulations on social media usage, so you should work with your legal department to determine the appropriate strategy.

8. Continually measure and optimize your efforts.