This exercise involves identifying a social media campaign and assessing what the intended impact of the campaign may have been and what impact it actually did have.  Pay attention to:
1. Problem: This is your why.  State, in two sentences, the goal for launching this campaign.  What message are they trying to convey with this campaign?
2. Target: What specific audience were they trying to reach? Specify demographics ans psychographics.
3. Tactics :This is your how. What kind of experience does the user/consumer go through if they were to engage in this campaign?  How did the campaigners manage to keep getting users to connect via social networking relationship on an ongoing basis?
4. Results: How successful was the campaign? Why do you think so? Did it have unintended impact/consequences? Did sales go up? Was user engagement increased? Will the consumers be more committed to spreading the brands praises to other and more likely to buy more products consistently?
I recommend some campaigns that are either successful and some that backfired, listed below.  You may also find a different campaign that you want to analyze, perhaps one in which you have participated.
Coca-Cola #ShareaCoke 
Always #LikeAGirl
Samsung #TogetherWeRise
Lego #FillTheGap
McDonalds #McDStories
Audi #PaidMyDues
Nescaf #RedMug