This document provides a comprehensive guide on utilizing Hootsuite Enterprise for planning, executing, and measuring social media campaigns. It outlines best practices for defining strategy, developing content, executing campaigns, and measuring outcomes, including the use of message tagging and analytic reports. A step-by-step guide for message tagging is also included to assist teams in tracking engagement and optimizing their campaigns.

1. Campaign Management Planning
Built for Social Media Campaigns
Campaigns across social media channels have become a standard
part of marketing and business operations for organizations. HootSuite
Enterprise is a powerful asset in planning, executing and measuring
social campaigns.
This document will outline how every member on your team can leverage
HootSuite Enterprise’s advanced functionality to deliver effective and
engaging social media campaigns. What follows is HootSuite’s practical
best practices checklist to campaign creation, execution, and measurement.
*For extra assistance on Message Tagging, we have included a takeaway
step by step guide at the end of the document.
1. Define Strategy
• Review the goals of your organization’s social media strategy
• Determine the objectives of the planned social media campaign
(eg. leads, revenue, publicity, web traffic...)
• Target the physical scope of your campaign based on geography,
demographics, product type, promotions, categories, brand...
• Identify the social media channels for publication, based on scope.
(Facebook, Twitter, Google+, LinkedIn...)
• Review metrics being used to measure social media, and adjust for the
nature of the specific campaign, if necessary.
• Coordinate with campaigns in other media for amplification potential
• Socialize final campaign plan with stakeholders for feedback
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2. Campaign Management Planning
2. Develop Content
• Build a publishing calendar with HootSuite’s Publisher for message frequency
and social network destination
• Strike a balance between scheduled content and live interaction (Tip: Use
HootSuite’s AutoScheduler to quickly find the most optimal time to schedule)
• Develop hashtags and content specifically curated for each social network
• Create HootSuite Tags to apply on all outgoing messages (there is a How-To
section at the end of this document)
• Coordinate with Marketing, PR, Corporate, etc. to approve content strategy
3. Execution
• Build a campaign-specific HootSuite Tab to monitor campaign-related terms
and hashtags (Tip: Share streams with stakeholders)
• Route incoming traffic to the best resource with Assignments
• Ensure that the tone is human and on-brand by approving outgoing messages
• Archive messages for later analysis
4. Measure and Enhance
• Use Custom URL parameters to link traffic from a social media campaign to
conversion of on-site web goals
• View live engagement through Message Tags to optimize content on the fly or
gather lessons for the next campaign (tutorial next page)
• Build Custom Analytic reports to quickly share the impact of social
campaigns with stakeholders
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3. Campaign Management Planning
How-To Message Tag
A. Outbound Message Tagging B. Tags on Inbound Messages
You can also Tag any message appearing within
Message Tags allow HootSuite’s analytics to follow
your streams.
and track engagement on specific segments of your
outgoing content. Here are some instructions to get
1. Hover over the message and click the downward
you started with Tagging.
facing arrow at the top right. Select Add Tag.
1. Click on the Compose Message box, and then on
the Tag icon to add tags to an outgoing message.
2. From the drop-down, you will be able to create and
access Tags. Click Create Tag Post to generate a new
Tag to use for all campaign content. Once you create
the Tag, it will be available for all your team members. 2. Select the Tag from the dropdown, or create a new
Tag (eg. Positive, Neutral, or Negative) and save the
3. You can apply several Tags to a single message, changes
and when ready, simply send or schedule your mes-
sage normally.
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4. Campaign Management Planning
C. Analyze Results Outbound - Post Count & Feedback
HootSuite’s Enterprise Analytics are the second piece • A Twitter and Facebook enagement comparison for
of Message Tagging. Here’s how to measure the social several Tags over a specified time period.
enagement of each Tag.
Outbound - Post Detail & Feedback
1. To get started, click on Analytics in the lefthand
launch bar. • An engagement breakdown for a specific Tag to
review the Twitter and Facebook metrics for each
message published with that Tag.
Inbound - Post Count
• A tabular count of the number of times an inbound
tag(s) was applied over a specified time period.
2. Click Create New Report
3. Find the three Post Tagging Analytics modules For more help with HootSuite’s Analytics &
Reporting, contact your Account Manager
(listed below) and select the appropriate modules to
and register for our exclusive Enterprise
add to your report. Input the tags you wish to track Training Sessions.
and click done. When you are ready, click Create
Report (or Save as Draft) at the top right.
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