2024
Planning and Implementing a
Social Media Campaign for The
Royal Marsden Cancer Charity
Anna Birch
U03: Using Social Media in Business
01/09/2024
Contents
Introduction ........................................................................................................................... 2
Campaign Planning ............................................................................................................ 2
Campaign Goals................................................................................................................. 2
Target Audience ................................................................................................................. 2
Choice of Platform ............................................................................................................. 2
Posting Schedule ............................................................................................................... 2
Social Media Policy............................................................................................................. 2
Review of the Planning: .......................................................................................................... 3
Review of Content .............................................................................................................. 3
Implementing your Campaign................................................................................................. 3
Analysing the Post Data: ..................................................................................................... 3
Introduction
About your choice of company/organisation/charity who they are what they do.
Campaign Planning
Stating the duration – Insert Gantt Chart – and write about key aspects
Include if you are working with anyone – who they are and their role in the team.
Campaign Goals
What are the smart goals of your campaign? How are you going to measure the success of the
campaign?
EG: No of followers, Likes, Impressions, Re-Posts, Donations (if a charity) could sales if a
business
Target Audience
Who are you aiming the campaign at – this directs the types and content of posts.
Choice of Platform – Which Social Media App are you using?
Posting Schedule
Table that lists the following:
Post No. Type Key Words Purpose
1. Text with image #..... To introduce the
campaign.
2. Short video #...... Related topic.
When you plan to post – days times
Social Media Policy
Consider the image/brand of the organisation – how will your post uphold this. Language and
other content relating to the brand/image
Copyright – how are you ensuring that you are adhering to this law eg In Aid of…. Supporting….
Obtaining permission to use materials.
Security – how are you separating personal and business information. Consider the links
include your own and that of anyone engaging in your content. What tool does the platform
offer in this field.
How often you will post frequency explain why.
Review of the Planning:
Meeting Minutes – summary of dates times and discussions re your planning. Summarise in
your report what has been decided , keep a record and refer to the dates… at the end of your
doc as an appendix
Review of Content
Create a quick form that contains examples of your posts and gather feedback from people
about what they think, how it could be improved, what is good about it?
Implementing your Campaign
Include screenshots of the your account setup and each post
Write about them – consider how they meet the plan, are suitable for your target audience and
purpose.
Analysing the Post Data:
Include you analysis of the interaction of each post – can be completed in Excel and then
included in your report – how are you meeting the targets, consider the improvements that
could be made.
USE THE SPEC AND ASSIGNMENT BRIEF TO CHECK FOR THE REMAINING HEADINGS – this
is sample to start you off and organise your work and at present focussing on Pass criteria
– note the higher grades.