Davis, Jenn. 5 Easy Steps to Measure Campaigns. 2012. Photograph. Entrepreneur.comWeb. 5 Oct 2012. <http://www.entrepreneur.com/article/223437&gt;.

This initial article details an outline of how to organize your goals to increase the success of the social media bundle. The five largest criterions to their argument are:

  1.     Determine your goals
  2.    Create metrics to measure your goals
  3.    Measure
  4.    Monitor and report
  5.    Adjust and repeat

            These guidelines are often forgotten and this results in dissonance between the encoder and the audience. A breakdown of the process described above hinders an organizations ability to effectively maintain a positive social media presence.

Fidelman, Mark. How One Defective Social Media Campaign Spawned Millions in Overcharges. 2012. Photograph. Forbes.comWeb. 5 Oct 2012. <http://www.forbes.com/sites/markfidelman/2012/08/15/how-one-defective-social-media-campaign-spawned-millions-in-overcharges/&gt;.

Interestingly, this Forbes article details not only certain social media efforts, but it also deals with the components to good marketing in social media. It gives tips more than it does examples however there are also a few anecdotes and real life connections to the material. One concept that is heavily emphasized is finding what makes your organization unique from its competition and then set it totally apart via that aspect. For example, when Southwest Airlines reached 3 Million Facebook followers, they realized that they were the only airline in the industry to do so. To thank their friends on Facebook, they used a pull marketing strategy by offering sales of ½ off flights and other deals. This not only showed the friends their appreciation, but it also stimulated their sales by convincing more buyers to purchase tickets than would have without their campaign.

Sorenson, Lauren. 5 Awesome Examples of Engaging in Social Media Campaigns. 2011. Photograph. Hubspot BlogWeb. 5 Oct 2012.http://blog.hubspot.com/blog/tabid/6307/bid/29272/5-Awesome-Examples-of-Engaging-Social-Media-Campaigns.aspx

In Sorenson’s blog, we are presented with a  number of other very interesting and creative social media strategies. The most effective was said to be a scenario in which the Balsams Grand Resort Hotel provided a “resorter” with a room for two months in the summer in exchange for the resorter writing a review/electronic diary detailing the exploits that they experienced throughout their stay. This is very savvy because in addition to being a cheap form of advertising, it is a very credible and interesting way to provide potential guests with a view of the resort through unbiased eyes. It also shows the vast array of potential activities as well as accommodations in a more interesting way than simply listing them.

Tobin, Jim. 10 Social Media Marketing Examples You Can Actually Use. 2010. Graphic. IgniteSocialMedia.comWeb. 5 Oct 2012. http://www.ignitesocialmedia.com/social-media-examples/10-social-media-marketing-examples-case-studies/

In this page, not only were there 10 separate instances in which details describe the processes behind campaigns, but also it takes it a step farther. The most useful part of this page is inclusion of an explanation of why. Why did this work in this instance and could it be applicable across genres. By providing a clear reason as to why the strategy was successful in its given context it allows the audience to understand further why it was chosen and where the principles could be applied elsewhere. This page also details the introduction of various common social media practices today, and how their origin was reached.

            One example that was particularly interesting was the documentary a Powerful Noise. Through sponsorships and twitter this organization was able to garner support as well as raise money. Encouraging people to become active in their social media campaign by donating $to the organization Care (an organization that has humanitarian aid in mind) for every tweet that followed them.