# Social Marketing Campaigns

Social Marketing Campaigns in PEARS map to the **Social Marketing Campaigns** section of **Project and Activity Results** in N-PEARS. Each campaign is exported individually within its assigned project.

## Inclusion Criteria

In addition to the [global criteria](/analyze/n-pears-export.md), the following rules apply:

* Only campaigns with an assigned **project** are included.
* Some fields are only exported when the campaign's stage of implementation is **Implementing** or higher.

## Field Mapping

### Campaign Summary

| PEARS Field                           | N-PEARS Field                                                                                       | Calculation                                                                                               |
| ------------------------------------- | --------------------------------------------------------------------------------------------------- | --------------------------------------------------------------------------------------------------------- |
| Project                               | Does this project include one or more social marketing campaigns?                                   | "Yes" if any qualifying campaign exists for the project; otherwise "No"                                   |
| Stages of planning & implementation   | What was the stage of this social marketing campaign at end of reporting year?                      | Highest stage reached across all implementation flags (Evaluating > Implementing > Developing > Planning) |
| Campaign's primary topic(s)           | Please indicate the campaign's primary topic(s)                                                     | Only exported when stage is Implementing or higher                                                        |
| Language(s)                           | In what languages was the campaign offered?                                                         | Direct mapping of all languages                                                                           |
| Please specify additional language(s) | Other Languages                                                                                     | Each unique "other language" adds a new row                                                               |
| Campaign scale                        | What is the smallest geographic unit for which you measure your social marketing campaign coverage? | Only exported when stage is Implementing or higher                                                        |
| Project areas                         | Indicate the areas covered by the social marketing campaign                                         | Only exported when stage is Implementing or higher; format varies by geographic unit type                 |

### Market Segments

| PEARS Field                         | N-PEARS Field                                                                        | Calculation                                  |
| ----------------------------------- | ------------------------------------------------------------------------------------ | -------------------------------------------- |
| Market Segment                      | Market Segments                                                                      | Each market segment is exported individually |
| Number SNAP-Ed-eligible Individuals | Number of SNAP-Ed-Eligible Individuals Where Social Marketing Campaign Was Conducted | Direct mapping per segment                   |
| Total number of Individuals         | Number of Individuals (Total) Where Social Marketing Campaign Was Conducted          | Direct mapping per segment                   |

### Channels and Engagement

| PEARS Field                                    | N-PEARS Field                               | Calculation                           |
| ---------------------------------------------- | ------------------------------------------- | ------------------------------------- |
| Channel                                        | Impressions, Reach, & Engagement by Channel | Each channel is exported individually |
| Number of Impressions                          | Impressions                                 | Direct mapping per channel            |
| SNAP-Ed Eligible Reach                         | SNAP-Ed Eligible Reach                      | Direct mapping per channel            |
| Source of Reach                                | Source                                      | Direct mapping per channel            |
| Engagement → Number of Comments                | Engagement → Comments                       | Direct mapping per channel            |
| Engagement → Number of Likes                   | Engagement → Likes                          | Direct mapping per channel            |
| Engagement → Number of Clicks                  | Engagement → Clicks                         | Direct mapping per channel            |
| Engagement → Number of Shares                  | Engagement → Shares                         | Direct mapping per channel            |
| Engagement → Engagement Score                  | Engagement → Engagement Score               | Direct mapping per channel            |
| This channel directs the audience to a website | Directs Audience to Website                 | Direct mapping per channel            |

## Export Worksheets

Social marketing data is split across three worksheets in the N-PEARS Export:

| Worksheet                 | Content                                                                |
| ------------------------- | ---------------------------------------------------------------------- |
| Social Marketing          | Campaign summary data (topics, stage, languages, scale, project areas) |
| Social Marketing Segments | Market segment data with SNAP-Ed and total individual counts           |
| Social Marketing Channels | Channel-level reach, impressions, engagement, and source data          |


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