When configuring a campaign, you can choose to assign a topic and/or an audience. The topic impacts where the content appears in feed-based views such as the member experience and microapps. Audience determines the targeting of notifications.
Note: If you have assigned a topic to your campaign, then your content will always appear in feed-based views immediately upon publishing. Feed-based views include Latest, Featured, and Trending in the member experience, and microapps.
When you assign an audience to your campaign, the priority, duration, and rules determine when and what notifications go out. If you have Engagement Boost enabled, notifications will be staggered over time and to the appropriate channel for a specific user. This intelligent distribution will minimize notification fatigue and optimize engagement. Adding an audience is necessary in order to enable additional channels (i.e. email, Notification Center, and push notifications) and attempt retargeting.
The audience for a published campaign is not dynamic. Visibility of a post published only to an audience will not update if the audience members change and the campaign will continue to be accessible only by users that were in its audience when it was published, or when a new audience was added to a published campaign (Editing Published Campaigns).
If you choose to leave the topic blank but do specify an audience, you will still reach your mobile app and web experience users via the For You section.
Topics for Email-Only
An email-only community can still use topics to organize content internally and for publishing without sending communications. For example, if you want to create a bunch of stories to then feature in a newsletter, you can publish those stories first without an audience to avoid sending an email about them. You can then pull those separate stories into one newsletter and then send it out to your distribution list.
When to Use Topics Versus Audiences
Desired Outcome | Targeting | Post Examples |
A post in the member experience that can be passively discovered by users and you already have a topic that aligns with the people who should see the post. | A topic only campaign. |
A light hearted, one-off campaign that's tailored to specific interests. This could be a short post about your new pet. |
A post in member experience that can be passively discovered by users; you don't have an existing topic that aligns with the people who should see the post and it is not worth creating a topic. | An audience only campaign, and disable Email, Push, and Notification Center as channels. The campaign will live in For You. |
A one-off post, reminder or an update that is only relevant to certain members. This could be about building updates, new local restaurants opening or to inform about a charity collection for members in a certain office. The reminder isn't necessary or urgent so doesn't need immediate attention, but is only relevant to certain members. |
Users in a targeted topic to be able to see the content (no need for notifs) and you want some other group of users not in the targeted topic to also be able to see the content (no need for notifs). | Add the targeted topic, and then the separate group of users as an audience. Disable Email, Push, and Notification Center as channels. The campaign will live in the targeted topic for users who have access to it, and for those that don't, the content will live in For You. |
A news article about a shared recent win or success that involves members in the targeted topic. This could be from a certain location or role within the company, but would be great for others to see the news also. |
To send an email, push, or Notification Center notif to only a specific group of users and there is no topic, open or targeted, that makes sense for the content to be in. | An audience only campaign, with those specific set of users. Depending on the other campaign settings, those users will be eligible to receive a notif delivery for the campaign, and they will also be able to access the campaign from For You (if enabled). |
A one-off important alert or reminder to a certain cohort of members that requires further action or engagement. The reminder could be miscellaneous or unusual in nature, or it could be time dependant. |
To send an email, push, or Notification Center notif to only a specific group of users and there is an open topic where it makes sense for the content to live and be accessible to everyone. | Add the open topic and the desired audience for the campaign. Everyone will be able to see the content in the open topic, but only the audience will be eligible for an email, push, or Notification Center notification. | An important alert or reminder to a certain cohort of members that requires further action or engagement. It would relate to a certain job role or location. |
All users in a targeted topic to be able to see the content and you want some subset of those users of the targeted topic to receive a notification (email, push, Notification Center). | Add the targeted topic to the campaign, and add the subset of users as the audience. The campaign will live in the targeted topic for everyone, but only the subset of users in the audience will be eligible for an email, push, or Notification Center notification. |
An article to a certain cohort of employees about potential action to take, such as newly available shifts. You may want team leads or supervisors to receive a notification so they can ensure the update or message has been sent out. |
All users in a targeted topic to be able to see the content and you want some other group of users not in the targeted topic to also be able to see the content, and receive a notification (email, push, Notification Center). | Add the targeted topic to the campaign, and add the other group of users as the audience. The campaign will live in the targeted topic for those users with access to it, but it will live in For You for that other group of users in the audience. Only the audience members will be eligible for an email, push, or Notification Center notification. | An article about a new customer or employee to the company. The certain team or role will see the article in their followed topic, but everyone else gets the notification about the news. |
All users in a targeted topic to be able to see the content and you want all topic followers to be able to receive a notification (email, push, Notification Center). | Add the targeted topic to the campaign, and add the "Subscribed to:" topic (i.e., "Subscribed to: Marketing Team") as the audience. The campaign will live in the targeted topic for everyone, but only the topic followers in the audience will be eligible for an email, push, or Notification Center notification. | A news article with should know performance updates that relate directly to a specific department, but that can be accessed by those interested. |
All users in a targeted topic to be able to see the content and you want all users with access to the targeted topic to be able to receive a notification (email, push, Notification Center). | Add the targeted topic to the campaign, and add the same audience that the topic is targeted to as the audience. The campaign will live in the targeted topic for everyone, and everyone in the audience will be eligible for an email, push, or Notification Center notification. | An important alert or update specifically target to a certain cohort of members, such as a departmenr or location. |
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