#ForTheHomies Social Media Campaign Evaluation

Evaluating Goals & Objectives

The #ForTheHomies campaign had a total of five outcome objectives under two goals to drive

action and build communities through Noname’s Book Club’s initiatives.

Goal 1, Objective 1: To increase the number of subscriptions to Noname’s Book Club by 8% in

two months through social media conversion.

G1, O2: To sell at least $10,000 of Noname’s Book Club’s #FuckPrisons hoodies in two months.

- Click-through Rate (CTR)

- To track the success of social media conversion, it is necessary to measure the

click-through rate for the social content posted throughout this campaign. The

CTR demonstrates that social media users are showing an interest in additional

content from the book club that people engage with beyond liking, sharing or

commenting. To evaluate the effectiveness of the campaign’s posts, the progress

of the users’ activity on the organization’s website will be tracked, including what

links users interact with and how much traffic the social media bio links have

driven.

- Conversion Rate

- The conversion rate measures how many visitors complete the call to action in

#ForTheHomies social media content, such as purchasing a hoodie from

Noname’s Book Club’s website or subscribing to the book club. The conversion

rate will determine the book club’s sales and revenue resulting from the

campaign. It can be measured by dividing conversions by clicks.

 - Tracking the purchases of hoodies from Noname’s Book Club’s website can help

find the best time to promote them. Data from IG shoppable ads and swipe-up

links will also help Noname’s Book Club determine the success of social media

marketing. It will also indicate which hoodies are preferred in terms of color,

based on which are selling the best. This can inform future product designs.

G2, O1: To increase the number of mentions of @NonameBooks on Twitter by 4% in six weeks.

- Mentions

- As of March 2020, the total mentions on Twitter for @NonameBooks is 145.9k.

- Mentions of the brand indicate that Twitter users are having conversations about

Noname’s Book Club. An increase of total mentions suggests that the brand is

generating more top-of-mind awareness.

- Mentions can also draw attention from other users that are unaware of Noname

Book Club. Tracking mention rates and account followers will help determine

which percentage of followers are actively engaging with the brand.

- Sentiment

- Social listening for this campaign will include using sentiment analysis to see how

users are talking about Noname’s Book Club on Twitter and Instagram. Sentiment

is a qualitative measure to evaluate the tone or emotion behind social media

mentions or comments. This campaign will analyze sentiment to better understand

the needs of key audiences.

G2, O2: To increase the number of followers on Instagram and Twitter by 5% in two months.

- Growth Rate
 - As of March 2020, Noname’s Book Club’s has 56.5k followers on Instagram and

88.1k followers on Twitter.

- Tracking the audience growth rate will allow the brand to see how social media

users are responding to the campaign’s social content. This will establish which

posts are causing accounts to gain or lose followers.

G2, O3: To increase attendance at Noname’s Book Club meetings in all nine chapters by 12% in

8 weeks.

- Conversion Rate

- The book club should begin posting registration links to attend meetings.

Measuring the conversion rate for how many people register would allow the

campaign to measure any increase in attendance resulting from social media

content.

The evaluation of this campaign will be using the native analytic platforms on Twitter and

Instagram, as well as TalkWalker and Hootsuite to track the KPIs and evaluate how posts are

performing. The evaluation will begin at the start of the campaign and the KPIs will be

evaluated every week. This evaluation will continue past the 6-week campaign to continue

tracking the organization’s social media presence and effectiveness in promoting its purpose and

programs. The #ForTheHomies campaign will focus on using social content to bring its

audiences through the awareness stage to the retention stage to establish loyal communities.

Works Cited

@NonameBooks (Fatimah Nyeema Warner). Twitter. 2019. https://twitter.com/NonameBooks.

Noname’s Book Club. (2019). Instagram. https://www.instagram.com/nonamereads/.