Campaign

In the context of social media, a campaign is a structured and purposeful undertaking carried out over a set period to achieve a handful of marketing, branding, or engagement goals and might best be thought of as the digital analog of a television or print advertisement. A social media marketing campaign might start and stop at any point along a continuum, from creating massive amounts of buzz and awareness (top-of-funnel activities) to directly persuading someone to buy something (bottom-of-funnel activities). The work involved in Platform A or Platform B is often somewhat predictable as regards posting frequency, types of posts, and audience interaction.

The Point A to Point B journey of the campaign might also involve using an influencer to stir things up behind the scenes. More audacious, attention-grabbing tactics also might be employed, like running a contest with prizes that the audience actually cares about. On that note, it’s worth mentioning that “social media campaign” is often just a euphemism for “make Facebook ads that convert.

” A well-executed campaign, however, will resonate with the target audience regardless of what else is happening in the world.