A Multimethod Approach to Evaluating Social Media Campaign Effectiveness

This study reports data from the website monitoring tools Google Analytics and Sprout Social and an online survey for a child welfare social media campaign on three social media platforms -- a blog, Facebook, and Twitter. This study has two purposes: (1) to identify characteristics of visitors to cause-related social media platforms and (2) to examine factors associated with the campaign´ s behavioral goals. Our data produced two key findings. First, there were different visitor patterns across the three platforms in terms of visitor characteristics and engagement. Second, factors positively related to behavioral outcomes were frequency of social media use, interactivity, perceived campaign credibility, and emotional engagement.