See figure below for full metrics chart:
Figure 3: Radio and digital media metrics for 6 week pilot (June 22 - August 2, 2020).
The social media campaigns on Facebook, Instagram, and Twitter had a rocky start; our media team could not spare the resources to run the social campaign, so NPSEC brought on two recent graduates from the University of Missouri School of Journalism as interns to help. These students, Erica Overfelt and Braden Kobeski, were familiar with NPSEC and our campaigns since they worked with the Center during their final semester through the Adzou program. In addition, Later.com, the original social media content scheduling platform chosen by our media team, was not a good fit for our campaign. We could not schedule certain content (Instagram stories), and we could not capture metrics for Facebook, Twitter, and Instagram collectively. For this reason, NPSEC decided to use Hootsuite instead, and we began scheduling content via this new, more powerful program on Monday, July 20.
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