The role of social media in social marketing campaigns today

The ultimate goal for social marketing campaigns is to change behaviour, and we know we’re selling a product that people generally don’t want to buy. In an ever changing media environment how can we make the audience take notice? The NZTA has two current road safety advertising campaigns which have utilised social media to engage a widely diverse audience in two very different ways – one has been an unintended internet sensation; and the other a strategically planned social conversation. What is the key to engaging your audience successfully and how do you keep the conversation in motion?