This is a critical analysis of my Viral Content Challenge, in which I tweeted and promoted an Imgur meme of Jim Boeheim with overlying text about our SmartBrief quizzes.
Measurable objectives from my marketing plan:
- Achieve over 500 views
- Achieve over 100 expands
- Achieve over 50 link clicks
- Achieve over 10 retweets
- Achieve over 15 favorites
Make sure to read all of the SmartBrief emails for @jmgrygiel's quizzes or else you'll end up like Jim #NHsmc https://t.co/D3dM6bDmz8
— Matt Schneidman (@mschneid522) April 10, 2017
Campaign Analysis:
Overall, I wish I would’ve been more conscious of when I was tweeting out my memes. I didn’t schedule any of my tweets since I thought it would be better to feel out when the most of my audience was on Twitter rather than pre-determine it. I didn’t really stick to my marketing plan in terms of when I was going to deploy my Imgur meme, but that wasn’t an issue. I just think it would’ve helped if I was more conscious of when exactly I was tweeting out my meme instead of doing it on a whim when I realized I hadn’t yet tweeted on a given day.
I think my meme resonated with my main audience, which was our class, since it contains humorous content about our unique SmartBrief class quizzes. It also includes Jim Boeheim, arguably the most recognizable figure at Syracuse University, so there shouldn’t have been any problems with my audience relating to the meme.
As you can also see below, I may have been too ambitious in my objectives prior to launching my campaign. I think being a bit more realistic, especially with the few number of followers I have on my class Twitter account, would’ve eliminated the sense of falling short that I have now.
How did I stack up to my objectives in the end?
- Achieve over 500 views – NO
- Achieve over 100 expands – NO
- Achieve over 50 link clicks – NO
- Achieve over 10 retweets – NO
- Achieve over 15 favorites – NO
FINAL ENGAGEMENT NUMBERS:
(I had two separate campaigns since I had some trouble figuring out how to promote the tweet, so my numbers here aren’t the same as the ones in the screenshot, which is the campaign for the promoted tweet only and the one I spent $5 on)
Impressions – 2,471
Tweet Engagements – 92 (4.54% rate)
Link Clicks – 17 (3.83% rate)
Views on Imgur – 397