About HarbingerHarbinger is the marketing consultancy and communications company focused on women. Our broad and deep understanding of women and our proprietary processes and tools ensure we deliver the best strategic approach and strongest possible marketing programs to meet client objectives.
Harbinger's Social Media Scorecard
What makes a marketing campaign rooted in Social Media effective and memorable? That's a pretty big question with many factors to consider.
We feel there are a few key principles that define any great program. Here they are.
1. Is it Simple?
- Straight forward program concept and call to action
- Easy for consumers to engage with the program and/or brand
2. Is it Honest?
- Brand's intentions are clear
- Clear and transparent about participant's relationship and vested interest in the brand and program (spokespeople, blogger panelists, brand voices on Twitter)
3. Is it Branded?
- Program is clearly tied to the brand it is supporting
- Easy to identify the brand responsible for the program and remember it later
4. Is it Social?
- Program taps into real, current and accepted social behavior, attitudes or ideas (doesn't interrupt consumers to broadcast a brand's thinly veiled ideals)
5. Is it Engaging?
- Sparks conversation, adds to or elevates a conversation, energizes a community, or sparks pass-along
6. Does it Connect?
- Program facilitates formation of long-term relationships or communities with passionate consumers, influencers and brand advocates
- Captures individual and community information for future efforts
Harbinger's take on recent social media campaigns using our Social Media Scorecard:
Girls Night Out Back to School Forums by Crayola
Crayola commissioned a popular mommy blogger, Jyl Johnson Pattee, to lead a blog panel with parent bloggers... More »
Schoolebrity by Kmart
Kmart ran a tweens-targeted back-to-school campaign called “Schoolebrity,” which... More »
Schooled in Style: Smart Looks for Less by J.C. Penny
J.C. Penny’s “Schooled in Style: Smart Looks for Less” campaign was a... More »
Get Organized for Back-to-School Blogcast by OfficeMax
OfficeMax held a "Get Organized for Back-to-School Blogcast," drawing... More »
Most Social Media-based marketing campaigns usually address at least a few of these principles, but the best ones hit them all. We rate programs out of 6 (1 point for each principle applied). Here's what our ratings mean:
1-2 Oh dear! Who approved this?
3-4 There's some good stuff here, but there's opportunity for improvement.
5-6 This campaign stands a strong chance of making a lasting impact.