Social Media Campaign Worksheet
1. Problem/Challenge seeking to address
Briefly describe the overall issue/concern.
2. Target Audience
Describe the person(s) you want to reach. More than one audience may be listed,
including primary and secondary audience as appropriate.
I.
II.
III.
3. Set your social media/mobile objective
What do you want to achieve through your social media communication/service?
I.
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III.
b) Restate objectives in SMART terms:
Example: By December 2012 (time‐bound), there will be a 5% increase
(measureable) in recognition of the immunization campaign name (specific), as
measured through surveying, by moms of children under five in countries X,Y,
Z (specific).
I.
II.
III.
3. Define Audience Communication Needs
People access information in various ways, at different times of the day, and for
different reasons. If possible, define your audience needs by using market research
and other data.
Describe your audiences and their health information needs.
4. Goal Integration
a) Describe how the social media objectives support the organizations mission
and/or overall communications/advocacy plan.
b) How does it support other online or offline components – what events
present communication opportunities?
5. Message Development
Develop the key messages based on the target audience and objectives identified.
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II.
III.
6. Resources and Capacity
Determine who in your organization will be responsible for implementation, and
determine the number of hours they can allocate for content creation and
maintenance/management. Determine if you need to outsource concepting and
production.
Outline your financial resources.
7. Identify Social Media Tools
Determine what tools will effectively reach your target audience. Match the needs of
the target audience with the tools that best support the objectives and resources.
Keep in mind that a new concept and service may need to be designed.
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II.
III.
8. Define Activities
Based on all of the elements above, list the specific activities you will undertake to
reach the communication/service goals and objectives.
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II.
III.
9. Identify key partners and their roles and responsibilities
10. Define Success for Evaluation
What are the measures of success? These may be different for
each goal and objectives.
11. Monitor and Evaluate
Create a monitoring and evaluation plan.
Campaign Briefing Format Suggestion (Use this form to brief an external team that
will support in developing the campaign)
Overall Goal of the Project.
What is the goal of the campaign?
Target Audience.
Who are we speaking to and what do
we know about them that can be of
help? E.g. Values, attitudes,
geographic location, demographics,
technology etc.
How is the Target Audience
thinking about the
organization/the issue currently?
Assignment.
What must the
communication/service accomplish?
What response do we want to
achieve?
Message.
Which single message has the
greatest power to create this
response?
Why can we claim this / Why
should the target audience believe
it?
How do we want the target
audience to think about the
message and the organization as a
result of the project?
Tone of voice. What tone/style
should be used in the
communication?
Material.
What available material is used as
basis for the work? E.g. fact sheets,
reports, previous work, images,
texts. Annex these.
Timing/Deadline.
Budget
Evaluation criteria / measurement
What will constitute success for you?
How will it be measured?
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