The document summarizes the results of a social media marketing campaign from March 2 to April 7, 2015 across Facebook, Instagram, and Twitter. The key findings were an increase in engagement on all platforms, including more user interactions on Facebook posts, higher average comments and overall likes on Instagram, and greater retweets and favorites on Twitter. While follower counts did not significantly increase, the campaign was deemed a success based on higher social engagement.

1. BOOK MADNESS
Social Media Report

2. Overview & Goals
• March 2, 2015 – April 7, 2015
• Facebook, Instagram, Twitter
• Rule: Once a day per platform per person
• Goals:
• Increase social media views
• Increase engagement interactions
• Build a stronger online presence

3. Facebook Page
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
Engagement
Mar '14
Feb '15
Mar '15
0
500
1000
1500
2000
2500
3000
3500
4000
4500
Users
Mar '14
Feb '15
Mar '15
0
5000
10000
15000
20000
25000
30000
Likes
Mar '14
Feb '15
Mar '15
*6.94% decrease from March 2014
4.6% increase from February 2015
*2,894 increase from March 2014
1,250 increase from February 2015
*21,122 increase from March 2014
193 increase from February 2015

4. Facebook Reach
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Organic
Reach
Feb '15
Mar '15
Monthly Difference Annual Difference
102000
104000
106000
108000
110000
112000
114000
Total
Reach
Feb '15
Mar '15
*11,692 increase in organic reach
6,598 increase in total reach
0
5000
10000
15000
20000
25000
30000
35000
40000
45000
Organic
Reach
Mar '14
Mar '15
100000
105000
110000
115000
120000
125000
130000
135000
Total
Reach
Mar '14
Mar '15
*35,247 increase in organic reach
20,383 decrease in total reach

5. Facebook Impressions
0
50,000
100,000
150,000
200,000
250,000
300,000
Organic Total
Feb '15
Mar '15
Monthly Difference Annual Difference
*46,895 increase in organic impressions
5,347 increase in total impressions
*117,180 increase in organic reach
869,312 decrease in total reach
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
Organic Total
Mar '14
Mar '15

6. Facebook Paid Reach & Impressions
Paid Reach
0
20000
40000
60000
80000
100000
120000
140000
Paid Reach
Mar '14
Feb '15
Mar '15
Paid Impressions
0
200000
400000
600000
800000
1000000
1200000
Paid Impressions
Mar '14
Feb '15
Mar '15
*Paid impressions explains the huge drop in total reach
& impressions between March 2014 and March 2015

7. Facebook Negative Feedback
0
20
40
60
80
100
120
Negative Feedback from Users
Mar '14
Feb '15
Mar '15
• 0 negative feedback in March 2014
• 58 negative feedback in February 2015
• 112 negative feedback in March 2015
• The more we post, the more negative
feedback we will get from users
• Hide
• Hide All
• Report Spam
• Page Unlikes

8. Facebook Summary
• Engagement has increased
• Huge spike in Facebook users
• No significant spike in Page Likes
• Reach more significant than impressions
• (from February 2015 – March 2015)
• Paid reach and impressions dropped significantly
• Negative feedback increased

9. Instagram Posts
0
5
10
15
20
25
avg like/media avg
comment/media
Mar '14
Feb '15
Mar '15
0
200
400
600
800
1000
1200
# of likes
Mar '14
Feb '15
Mar '15
0
50
100
150
200
250
300
350
400
450
500
# of comments
Mar '14
Feb '15
Mar '15

10. Instagram Followers
0
10
20
30
40
50
60
70
80
Followers gained from previous month
Mar '14
Feb '15
Mar '15
*Follower gains are gained through outside engagements.
0
100
200
300
400
500
600
700
Follower Amount
Mar '14
Feb '15
Mar '15

11. Instagram Summary
• Average likes decreased; overall # of likes increased
• Average comments increased; overall # of comments increased
• Book Madness increased engagement immensely
• Those that comment forget to like the photo 
• Amount of followers gained was independent from this project
• Must engage on “Discover” page and target hashtags

12. Twitter Impressions
Engagement Rate
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Feb '15 Mar '15
Week 1
Week 2
Week 3
Week 4
Impressions
0
50
100
150
200
250
Feb '15 Mar '15
Week 1
Week 2
Week 3
Week 4
*Steady increase in impressions until
the increase in engagement (week 3)

13. Twitter Engagement
Retweets
0
5
10
15
20
25
Feb '15 Mar '15
Week 1
Week 2
Week 3
Week 4
Favorites
0
5
10
15
20
25
30
35
40
Feb '15 Mar '15
Week 1
Week 2
Week 3
Week 4
*Great increase in favorites and RTs

14. Twitter Summary
• Increase in RTs, favorites, and post clicks
• Engagement increased due to increased
interactions
• Follower increase of 196 from February to
March
• Campaign did not have much effect on
followers

15. Overall Summary
• Facebook
• Engagement and reach increase
• Instagram
• Engagement and comment increase
• Decrease in av. Likes, BUT increase in # of Likes
• Twitter
• RT and favorite increase
• Slight increase in engagement
• Overall we saw an increase in engagement across all 3
platforms. #BookMadness was a success! 