Quotes

Campaign a Success, but Twitter a Fail

Campaign Objective:

My objective for the viral content challenge was to reach 500 Imgur views of my Spring Break Meme.

Imgur Meme:

Spring Break looks vs feels 

Promotion of Meme:

To promote my Imgur meme, I shared it using a Twitter Webcard:

Other tweets I used with this webcard are:

#ICYMI was your #SpringBreak18 all it was lived up to be? #SpringBreakStrugs #NHsmc

Reply with your #SpringBreakStrugs from #SpringBreak18 #nhsmc

Lessons learned on #SpringBreak in #Bimini: floatees are friends and floaters are not #NHsmc #SpringBreakStruggles

And, I promoted the webcard pictured above by running a Twitter Ad Campaign with a $5 budget:

Through my Twitter Ad, I received 625 impressions, but only 20 link clicks leaving me with a click through rate of 3.2%.

Campaign Analysis:

Overall, I would call my campaign a success; I achieved my objective of reaching 500 views in Imgur! However, I was surprised by the way I obtained the views. By the end of the campaign, I had received 921 views on Imgur, almost double my campaign objective. When I uploaded my meme to Imgur, I shared it to the Imgur community using 5 tags: college, party, hungover, spring break, and broke as fuck. Just from sharing it to the community on Imgur, I received just under 800 views in the first 24 hours.

Over the course of the week, I tweeted five times linking to my Imgur meme. On average reaching 93 impressions, 0.4 likes, 0 retweets and 2 clicks organically. Through the organic reach on those tweets, I received a total of 10 link clicks. In the tweet I promoted using Twitter Ads, I received 20 link clicks. The impressions received for these tweets were on par with my average impressions I generally receive on Twitter, however the average likes and retweets were less than typical for me. Since my click through rates, likes, and retweets for my campaign received such low engagement, it’s clear my tweets are not as witty as I believed them to be. Coming up with creative Twitter content has been a challenge for me all semester, and is a skill I hope to continue to improve on.

So, I can confidently conclude sharing to the Imgur community was the my key to my success.

Final Engagements:

Views: 921

Upvotes: 6

Downvotes: 1

Comments: 1

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Is Agenda-setting a Magic Bullet?

“…the mass media set the agenda for each political campaign, influencing the salience of attitudes toward the political issues.”
McCombs & Shaw, 1972

According to a research conducted by McCombs and Shaw (1972), media emphasis on different campaign issues tended to affect voters’ judgment of the salience of various campaign issues, which manifested agenda-setting function of news media.

Agenda setting refers to media practice that distinguishes between major issues and minor issues by distributes its resources (e.g. the amount of imformation, staff, headlines) differently to various events and topics. The selection and arrangement is based on certain news value criteria, which derive from daily practice and the knowledge of audiences’ appetite.

Daily briefing is a common form of agenda setting practice in news media. Here is an example from CNN’s official Twitter account:

CNN listed 5 events that their editors believed were of the greatest importance. Political activities (and other events related to elite persons), international (sport) events and natural disasters (and other negative news) are commonly acknowledged as newsworthy. Although in some cases news media is severely biased, they have basic consensus on news value. (McCombs & Shaw, 1972)

Another example is from @Reuters:

Despite the news events, this news agency also attached importance to information and story about their sponsor brand, Amazon, which indicates that agenda setting process does not merely depend on news value.

However, McCombs and Shaw’s study (1972) also proved that audiences had composite understanding about media contents. That is to say, agenda-setting practice has limited influence on audiences. It reminds politicians who utilize the agenda-setting function of the significance of monitoring and analyzing audiences’ media use, as knowledge about their real preference helps seize potential supporters.

 

Reference

McCombs, M., & Shaw, D. (1972). The Agenda-Setting Function of Mass Media. Public Opinion Quarterly, 36(2), 176. http://dx.doi.org/10.1086/267990

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