Social Campaigns and Platform Integration

This unit guides students through planning, executing, and optimizing integrated social media campaigns across major platforms (Facebook, Instagram, TikTok, YouTube, Pinterest, Twitter) while leveraging email, website, and influencer channels. Students will apply audience analysis, platform-specific tactics, content distribution, and measurement techniques to prepare campaigns for scaling and handoff to advanced optimization in the final unit.

Learning Objectives

• Analyze target audiences, buyer journeys, and prospect emotions to select appropriate platforms, content formats, and messaging for campaign objectives
• Develop an integrated campaign plan and balanced marketing calendar that incorporates content distribution (social, email, website), user-generated content, influencer strategies, and promotional offers
• Demonstrate platform-specific skills by creating optimized profiles, posts, hashtags, live/video content, and ads (Pinterest, Instagram, Facebook, YouTube, TikTok, Twitter) to increase engagement and conversions
• Evaluate campaign performance using analytics, A/B testing, brand audits, and documented policies/procedures to recommend iterative optimizations and scalable strategies