How would you do that? Well, start by following the idea currently being executed by Random House Children’s Books in conjunction with the ASPCA as an offshoot of the new, bestselling Dr. Seuss book.
Here’s a summary of the campaign they’re running, courtesy of Publishers Weekly:
RHCB announced that it would be teaming with Dr. Seuss Enterprises on a social media campaign that will support the work of the ASPCA to help animals in need across the country. The campaign celebrates the author’s “love for animals,” the publisher wrote in a statement, and calls for all pet owners nationwide to share a photo of their pets, tagging it with the #whatpet campaign hashtag. For every photo shared on Twitter or Instagram with #whatpet, RHCB and Dr. Seuss Enterprises will donate one dollar to the ASPCA, up to the first 15,000 photos.
So what would it take to run your own social media hashtag campaign like this? Assuming you already have your own social media accounts on Facebook/Twitter (if not, consider that step 1), here are the simple steps to take.
- Step 1: Decide on a theme. Think about what types of images/stories are a natural fit with your book. For example, let’s say your book is about reinventing your career; a good idea for a hashtag campaign around it might be asking that people share inspiring photos and/or short stories about their first day at their new job.
- Step 2: Create a hashtag. Continuing on this example, you might decide on a hashtag like #NewCareer. Before running with it, make sure it isn’t being used on any other large campaigns.
- Step 3: Set a timetable. Social campaigns like this can’t go on forever. So pick a start and end date for it. It could be tied to holidays, seasons, school years, or just the number of people involved (i.e. the first 15,000, as in the Dr. Seuss campaign).
- Step 4: Come up with a hook. What would be someone’s motivation for participating in this campaign? Is it a donation (like the Dr. Seuss example)? Is it to enter a raffle? Is it for possible inclusion of their story in your next book? Will there be a winner for best photo/story? Make sure you offer some kind of benefit for someone taking the time to send their story or photo.
- Step 4: Make sure your book gets the proper promotion through the campaign. How is someone who buys into the campaign (be it by uploading a photo/story or viewing other people’s photos/stories) going to learn about your book? Without a connection to the book, all this is for naught. So make sure that your book and/or your website gets fair promotion within the campaign through links, ads, etc…
- Step 5: Launch the campaign. Now it’s time to spread the word! Share a brief, well-written, engaging blurb about the campaign via social media (and your website, too). Ask your friends and family to share as well. The more eyes it gets in front of, the more participants there will be.
Voila! Your social media hashtag campaign is underway! And if all goes smoothly, you’ll not only have a new set of followers and increased book sales as a result, you’ll also have some meaty material to include in your future writings. It’s a win-win.