The Anatomy of a Social Media Campaign Brief We Build Just For You
A strong social media campaign starts with an organized and detailed brief. This document acts as your roadmap, ensuring every post, hashtag, and story aligns with your goals. In our campaign brief, we outline everything you need to know throughout the process, from the campaign title and duration, to target audience insights, platform strategies, and performance metrics. It's designed to keep you connected throughout the entire process, giving you a transparent view of what to expect at every stage. This way, we work together toward a strategy that's organized, results-driven, and tailored to your desired brand growth.
One of the first things we create with a social media management package is your social media campaign brief. Depending on your needs we can create these month by month or set more long term goals, creating a 3, 6, or 12 month plan that we adjust as needed. This will all be detailed in your campaign duration.
The first piece of a social media campaign is the background. This details where you’re currently at as a company and essentially where we want to get you through marketing your brand. These leads into the goals and objectives portion. We can make these as detailed or as broad as you’d like. Here I often like to set engagement goals, discuss referral traffic, social engagement, sales goals (especially if we’re setting up an online store for you), more user generated traffic, increased website visits, retention goals, promotion goals, etc.
After this section I like to go over your current core audience, and discuss ways we can expand upon this. We go over your target social audience as well. If you currently use social platforms we’ll look at your audience segments, I like to organize these for you in easy to read graphics. If you don’t have these stats to analyze we’ll work on setting up all of these metrics on your socials / websites so we can analyze this at month end and tailor our goals to your social audience for the next month. Once we have your audience analyzed we’ll place these numbers into a chart, here we’ll list psychographics for each group and buying patterns / purchasing behavior. Looking at psychographics in conjunction with demographics helps with personalization. When buyer personas are built it allows for creative approaches that engage and expand your target audience. From this information, we’ll build your audience strategy broken down by each platform.
Next we go over your monthly timeline. If you’re investing in marketing help for the quarter and/or year, we’ll also have this long term timeline built in below. This goes over our posting calendar as well as the type of content made and posted on said day (ex. Emotional, data driven, testimonial, pop culture related). This is always customizable but we also discuss what the posting history of top performers in your field looks like.
After this, we’ll have the full list of metrics organized. I always like to find which metrics you like to focus in on and tailor your content to this as well. Aside from likes, views, comments, shares, etc., I also like to go over what conversations you’re having with your audience (ex. DM’s, story replies, emails, etc.)
To best represent your brand I like to make your social presence come to life in a way that reflects exactly what you imagine it to be. I want to know your goals for the company, how you’d like it to evolve, what the lens you want others to view it through, etc. In this next section we break that down. We go over the brand tone and voice (ex. Do you want to come off more casual, more formal, what kind of language best fits your post (simple, elevated, professional), these are great to shape around what you know about your demographics and psychographics.
From here, we’ll expand into your content themes, how often we want each represented, what type of content goes where, etc. This will lead into your posting calendar, here we’ll have frequency listed, as well as specifics in terms of day of the week and time of posting. After we go over this, we’ll connect our guidelines to engagement and response protocols. During my business hours, I keep a two hr response rate guarantee to direct messages from audience (this tends to be quicker, but since I schedule many meetings with clients by the hour I like to set a two hr window if it’s a busier day). We also discuss the tone and verbiage you want our team to address messages and inquiries in. I’ve found that during the process of creating a brief, the majority of a client’s questions get answered, but we always create an open ended section at the end to include anything else important to you and your brand. This brief is both a reference guide for me and a guarantee of exactly what you’re receiving for you. I love being able to sit down with a client and build something that is uniquely tailored to them, an expression of their business. During a brief I love getting creative, this is usually where I begin to brainstorm your content portfolio and share ideas with you. While the initial brief tends to take longer since we’re building from scratch, this is still something we’ll regularly update as your audience grows and we continue to build content for you. This is a continuously changing document that grows with our partnership, a resource you’re always able to reference.
