Definition: A social media campaign is a coordinated marketing effort to reinforce or assist with a business goal using one or more social media platforms. Campaigns differ from everyday social media efforts because of their increased focus, targeting and measurability.
A social media campaign should focus around a singular business goal, whether it's on Facebook or Instagram. Common goals for a social media campaigns include:
Goals must be discrete and measurable. Before a campaign, obtain a baseline measure of your targeted metric so you can track changes and performance throughout the campaign and beyond. Goals are shaped by the means, the message and the target audience. Different demographics also have varying preferences for social media platforms, so pick the platform suited to your target audience.
Before starting a campaign, have in place all of the tools for tracking metrics. There are several free social media marketing apps which track shares, retweets, likes and keywords associated with your brand. Services such as HootSuite, Social Mention, and Addictomatic integrate with your social media accounts to determine who is seeing your social media posts and how they're responding.
Once a baseline is established, define goals and schedule a definitive timeline for the campaign. Having firm start and end dates is important, both for a) keeping costs and mission creep in check, and b) comparing performance pre-and-post campaign.
Next, check out our blog post on the 6 most effective types of social media advertising.