Before diving into social media marketing campaigns, it is important to know what a campaign is in general. The textbook defines a campaign as a set of planned and coordinated activities geared toward achieving a goal. When you add the social media marketing part, it is simply just an organized marketing plan to reach a target audience in hope of meeting a business goal. The goal of a business can be a broad range of subjects for whatever they wish to promote/build.
To reach these goals most marketers use something called the AIDA model. This model is an acronym for attention, interest, desire, and action. These words represent the different steps consumers go through when introduced to a business or product. Knowing this, marketers can implement these stages into their social media campaign to drive consumers more easily to where the business wants them to be. Expanding on the single words, a marketer's goal with this model should be to grab the attention of an audience on social media with their campaign idea; gather interest through various measured engagements; create desire to participate in the campaign; and then convince the audience to take action through the campaign. This formula is very helpful for businesses and the textbook says several times that it is a great strategy for marketers.
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