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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. 

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Setting social media campaign goals

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:

• Getting feedback from users.

• Building email marketing lists

• Increasing website traffic

• Improving overall brand engagement

• Directly driving sales

 

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.