Tactical Social Media and Paid Campaigns

This unit covers tactical execution across social and digital channels, including paid media, search targeting, email integration, influencer collaboration, platform-specific practices (Facebook, Instagram, TikTok, LinkedIn, YouTube, Twitter), and tools for measurement and optimization. Students will build campaign elements, contracts, and content flows while applying analytics, AI/chatbot basics, and crisis-response practices to improve ROI and protect brand reputation.

Learning Objectives

• Analyze audience segments and platform metrics to select appropriate social channels and tailor messaging for at least three different platforms
• Apply paid media and search-targeting techniques to develop a campaign plan that includes budget allocation, targeting parameters, ad elements, and projected ROI
• Demonstrate the ability to produce integrated channel deliverables by creating an influencer collaboration agreement, an email broadcast with follow-up sequence, and a gated offer for lead capture
• Evaluate campaign performance and operational risks by interpreting analytics, identifying optimization opportunities, and developing a crisis response or chatbot-supported customer service plan