What is a coordinated effort to use social media sites to achieve a business goal called?

A coordinated effort to use social media sites to achieve a business goal is best described as a social media campaign. This term specifically refers to a set of activities designed to promote a particular objective over a defined period using social media channels. A social media campaign often includes various elements such as targeted messaging, content creation, audience engagement, and performance tracking, all aimed at reaching specific business outcomes like brand awareness, product promotion, lead generation, or customer loyalty.

In contrast, other terms like social media strategy and social media plan are broader concepts that outline the overall approach and tactics for engaging on social media over time. A social media strategy identifies the goals, target audience, platforms, and key messages, serving as a roadmap. A social media plan, on the other hand, details the operational steps needed to implement the strategy, including timelines and resource allocations. A social media initiative generally refers to ongoing efforts or projects related to social media, which may not have a specific end date or singular goal. Thus, the discrete, targeted nature of a campaign makes it the most appropriate choice for defining a coordinated effort toward achieving a specific business goal.