Creating a

Social Media
Campaign
What have you
learned about
the use of social
media so far?
 What is a social
media campaign?
A social media campaign is an
organized marketing effort to increase
consumer awareness, interest, and
loyalty to an organization, brand,
product, or service, through social
media channels.
So what things can you
promote on social media?
Product
Service
Job opening
Idea
NGO
A political
candidate
Basically,
everything (and
everyone)
A social media campaign is
not always about
"sponsored content"
Social media campaigns are planned
strategically, targeted towards a particular
audience, and have measurable outcomes.
It's best when you use
multiple channels
(omnichannel)
How do you make a
social media plan?
 1. Assess your
brand/business/group/i
dea
WHAT IS IT WHERE IS IT WHAT NEEDS IS THERE
ABOUT? NOW? TO BE DONE? SOMETHING
NEW?
IDENTIFY YOUR
OBJECTIVES
2. Identify your target
audience
3. Make specific goals

Get feedback from your target audience

Generate FB page messages
Build email marketing list of engaged consumers
Improve brand engagement across social media networks
Increase website traffic
Generate more donations
Improve standing on online polls
Increase volunteer sign-ups
Get more pledges
Drive sales directly through your campaign advertisements

4. Choose your
channels
Remember that each platform has a
distinct character and audience.
 5. Create a content
calendar
The next part of the planning process is actually plotting out your
schedule on a calendar. What days of the week and times will you be
posting content to your social channels? What messaging and creative
copy will you use to generate engagement? You can set up a basic outline
of what each day looks like for the week or month of the promotion on a
calendar template, like the example below from one of our campaigns.
What is social media
algorithm?
Technical means of sorting posts based on relevancy instead of publish
time, in order to prioritize which content an user sees first according to
the likelihood that they will actually engage with such content.
What is social Social media advertising is
an offshoot of digital

media marketing where paid ad

campaigns are run on social

advertising?
media platforms to reach
target audiences
6. Create
your visual
content
Now it's time to create all of the visual
components you planned out - still
image, videos, blog, podcast etc.
7. Schedule your posts
Now it's time to schedule! You've got a plan. You've got a calendar. You've got awesome content!
You're ready to put it all together in your social media scheduling tool of choice.
8. Monitor Part of managing social media like a

and boss is simply being present on your

profiles

respond.
 9. Analyze
and Adjust
Take time to go over your analytics to
see what worked and what didn't work.
Maybe all of your early morning posts
did really well and your mid-afternoon
posts totally flopped. Or one type of
visual content or messaging had higher
engagement than another. Then, use
that knowledge to adjust your tactics for
the next campaign.
How to make a social
media ad?
Best practices
Create a call to action
Give out incentives
Make things relevant
Respond quickly
Engage with your audience
Create a unique hashtag
FOR FINALS
Choose an advocacy that you want to champion.

What is this advocacy all about?

Identify a Non Government Organization/Non Profit
Organization that is tied up with this advocacy?
Why did you choose this advocacy?