Aden Roberts do you have a link to the campaign you did with Platinum Metrics?
Social Media is definitely where its at. You cant launch your campaign and social media accounts at the same time either. You must do this weeks, months in advance. If your thinking of a campaign launch the Social media pages now. Even if you don't know what your doing you will learn as you go. There is also several courses out there that I can strongly recommend that will teach you exactly how to use social media. You could even try simply reading a book. Tons of books out there that will benefit you.
One thing not to do, don't go out to certain websites (I wont name them) that offer you 5000 followers, or 1000 likes for a certain amount of money. Its a huge waste of your time not to mention those accounts will forever be linked to your account wasting your time and money (only 14% of your audience will see your Facebook posts). The targeting now with Twitter promoted ads and Facebook promoted ads are outstanding. Take some time to learn the process before you launch your campaign, you will thank yourself for it later.
Books on social media
Youtility - Jay Baer
Likeable Social Media - Dave Kerpen
Hubspot.com offers some really great stuff as well.
Run contests as well, purchase an awesome item and have your audience share your campaign, and in return one lucky winner who shares your campaign will get that one gift. Just roll the costs into your funds your looking to raise.
CrowdFund GeniusFor more advice and insights, or ask me a question on FB
http://on.fb.me/12lZ2SW