Social media campaign brief
Plan a social campaign that fits each platform, invites useful participation, and can be published and moderated responsibly.
Marketing and campaigns · 45 min · Standard · 35 questions
Community and purpose
Why is the social campaign relevant now?
Which community is the campaign for?
Which existing conversation should the campaign join?
What should people do with the campaign?
Platforms and formats
Which platforms should the campaign use?
What role should each platform play?
How will people discover the content?
Does the content need to work without sound?
Which platform safe areas must the designs respect?
Safe areas keep important content clear of interface controls.
Where should links take people?
Creators
Who will create or appear in campaign content?
Which sponsorship disclosures are required?
Who approves creator content?
How long may creator content be used?
What support will protect participants from harm?
Publishing plan
Which publishing pace can the team sustain?
What must be ready for launch?
When should the team publish reactive content?
Which posts should receive paid support?
Moderation
Who will moderate campaign responses?
Which comments should receive an answer?
Which comments should be hidden or removed?
Which responses need immediate escalation?
How will support requests be handed over?
Rights and accessibility
Which content rights must be cleared before publication?
Can the campaign use the planned music?
Do we have permission to show every person?
Who will provide accurate captions?
Which content needs a transcript?
Could any content trigger photosensitive reactions?
Measurement
How will the social campaign define success?
Which interactions show meaningful engagement?
Which action should happen after engagement?
How will we monitor sentiment in social responses?
Which safety signals will we monitor?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when you need to plan a social campaign that fits each platform, invites useful participation, and can be published and moderated responsibly.
Best used as: Live call · Async intake
- Category
- Marketing and campaigns
- Discussion time
- 45 minutes
- Depth
- Standard
- Last updated
- Jul 21, 2026
- Scope
- Design briefs
- Best used as
- Live callAsync intake
- Design roles
- Marketing designer
- Audience
- Marketing teamsDesign agenciesFounders and operatorsDesign leads
- Platforms
- WebEmailSocialAdvertising
- Company type
- B2BB2CAgency
- Product stage
- LaunchGrowth
- Tags
- marketing-and-campaignssocial-media-campaignbrand-and-communicationorganic-socialpaid-social