Hello,
This is a great question and one that most social media/digital marketing people struggle with. I would say that the following factors have a lasting impact on a social media campaign:
- Relevance to the brand
- Connect with audience
- Consistency of messages
- Ability to fulfill a need
- Continuity of communication
If you need social media guidance/training and support I will be happy to help. You can look up my website www.intraskope.com or my blog www.intraskope.wordpress.com