Social Media Measurement Plan

Its On Us Campaign
Caroline Zybala
November 17th, 2014

Background
In an effort to combat sexual assault and change the way individuals perceive the topic,
the White House has teamed up with the Center for Progress Generation Progress to
create the Its On Us campaign. In order to effectively communicate the ideas and key
messages to the audience, social media must be used. I have been tasked with creating a
social media measurement plan for this campaign that has been created. We have
identified three main goals for the campaign as a whole, followed by performance
indicators, which are defined by particular metrics.

Goals and Objectives

Our first goal is to increase awareness of sexual assault on college campuses. With one
out of every five-college women sexually assaulted during their college careers, it is
shocking the number of individuals who do not realize the reach of this terrible issue.
College students need to understand the number of fellow classmates this is happening to
on a regular basis. If the awareness of the issue is increased among a student body, this in
turn will lead to other actions.
Our next goal is to change social norms/perceptions of sexual assault. Generally
speaking, the topic of sexual assault can be a difficult topic to approach, especially on a
college campus. When students are uncomfortable with a subject, it makes it difficult for
them to converse about it, or make a change in regards to know how to interpret/interact
with it. The campaign aims to change this uncomfortable feeling towards the issue
because this attitude contributes to the overall failure of stopping this problem.
Our final goal is to engage college students in preventing sexual assault. With so many
college students not thinking that the topic of sexual assault doesnt affect them as long
as he or she are not a victim, this campaign aims to change this level of apathy among
students. It is essential that individuals realize that there is an overwhelming
responsibility each one holds in regards to preventing sexual assault. When one sees
something happening that doesnt seem right, it is the responsibility of this bystander to
intervene and watch out for others around him or her.

Audience
The audience for this campaign is college-aged students, ages 18-22, who are currently
living in a university setting. We are targeting males and females, all ethnicities, all
sexual orientations, and located within the United States. This campaign is for both those
in private and public universities. These individuals have low disposal income, are
extremely frugal, have low adult super supervision, and are most likely living on their
own for the first time. Living by themselves grants these individuals a newfound freedom
that they have not experienced before. Many college students, upon arriving to college,
go through a period of rebellion against rules and making rash decisions, justified by the

fact college has started. Many believe that since college is generally only four years long,
they have to do all the crazy things before they graduate and move on to the real world.
Technology plans a large role in the lives of college students. From the moment they
wake up, to the moment they go to sleep, they have access to multiple different devices in
order to communicate with others, browse the web, and use social media. With the
multitude of social media platforms to use, college students often look to these outlets for
information, communication with others, and a procrastination tool. Students are more
likely to communicate with each other via text message or through social media rather
than call each other, or even converse in person.
The consumption of alcohol generally increases when students arrive at college, which
varies from college to college, and between individuals. Relationships are not taken as
seriously during these four years, with many students claiming that a relationship would
ruin his or her college experience. Though it depends on the campus and the student
body, the hook-up culture is usually very prevalent for most, which is a result of a very
carefree attitude and the desire to take advantage of the environment college provides.
This target audience was chosen for this campaign for several reasons. One in five
college women are sexual assaulted, and this number is ridiculously high and needs to be
changed. With this statistic only covering 20% of college females, that leaves the rest of
the student body outside the direct problem. But what are they doing about this problem?
By not taking a stand, helping a fellow student, or speaking up when necessary, other
college students are unintentionally aiding this growing problem. This lack of action or
conversation does nothing to help those who are affected by this issue. These individuals
interact with the issue on the consistent basis, regardless of if they realize it. With the
introduction to a new environment, this is the prime opportunity to form positive
behaviors for them to continue through the college years and beyond.

Timeframe for Measurement

The time frame for this plan is this upcoming academic school yearAugust 2014-May
2015. This gives the campaign time to reach the target audience with the necessary
information, prompt them to learn more, and influence them to make positive changes.
Since this is not an overnight process, it is important to continue to campaign for a
sustained amount of time in order to reach its full potential. In regards to the time frame
of the measures, we will measure social media elements every two weeks.
It is important for the campaign to understand how the interaction with the social media
changes as the school year progresses, which we predict also mirrors some of the
decisions the students make through out the year. With the beginning of ones freshman
year being a particularly influential time, it is important to look at the time frame
following it to see how students perceptions/opinions change over time.

Key Performance Indicators

Goal: Increase awareness
KPIs:

Number of Facebook likes

o Tracking the number of Facebooks likes will help to show if the audience
is looking to learn more about sexual assault. When someone likes the
Facebook page, they are going to receive information in their news feeds
on a consistent basis, which will continue to increase their awareness of
the issue at hand. Also, when someone likes the page, Facebook notifies
the friends of the individual who liked the page of the persons actions.
This expands the potential reach of the information to even more people.
A large majority of the individuals Facebook friends are going to be the
same age, which would keep the information being circulated within the
target audience.
Number of Twitter followers
o By looking at the number of Twitter followers there are, we can
understand how many people are interacting with the content on this social
media outlet. An increase in the number of followers would indicate the
target audience has found the campaign in one way or another, and chosen
to interact with the information in a more in-depth manner. This would
help to track the success of the campaign and see if the target audience is
reached and taking the next step in the process of changing their
habits/actions in regards to the issue.
Number of new websites visitors
o By tracking the number of new website visitors, we would be able to see
how many people being reached by the message of the campaign. This is
key to the success of the campaign, because if one visits the website, they
are automatically going to be engaging with content. This, in turn,
increases the awareness of the topic.

Goal: Change social norms/perceptions

KPIs:

Number of schools partnering with campaign

o This is an important aspect to measure because it can be used as an
indicator for the number of people that are being reached with the correct
information about the topic. By having campuses partner with the
campaign, this allows the right information to be distributed to those on
the campus in a positive manner. Creating the correct association with the
campus for the target audience is crucial, and increasing the number of
partners would help improve this number.
o Depending on each individual school, the number of students this
campaign could reach varies. It is important to have both private and
public schools join in the fight in order to ensure that the message
continues to spread. Public schools tend to have more students, but
sometimes private schools have more resources to offer their students. It is

important to have a mix of the two in order to be the most effective and
ensure there is a positive change.
Positive mentions of campaign on social media
o By tracking the number of positive mentions of this campaign, one would
be able to see the change towards the positive expression of the topic in
social media. Since the target audience is heavy in social media usage, it is
important to see how they are interpreting the topic and discussing it in an
online platform. These positive statements about the campaign and/or
issues would demonstrate the audience is taking the issue seriously and
taking the initiative to voice an opinion about it. Positive mentions could
include reply tweets, original tweets, comments on Facebook posts, or
YouTube video comments.
o On the other hand, with all campaigns, there are going to be negative
comments on the topic or actions the campaign is pushing for. These can
make a negative impact on the progress of the campaign, but need to be
expected. Sometimes, these comments dont hold any weight, while other
times, they are individuals who feel very strongly about the issue. These
comments would help the campaign improve and attempt to reach their
audience in a more effective manner to change their perceptions of the
issue.
Sales of campaign produced shirts
o Looking at the overall sales of this shirt created by the campaign, one
would be able to understand if there are any shifts in the perception of
sexual assault. If someone is going to purchase the shirt, they clearly
support the campaign and what it stands for. Purchasing the shirt shows
the higher level of support for the issue since they are using their own
money to purchase something to, in turn, both promotes the cause and
contributes to the campaign.
o When someone purchases the shirt and wears it in public, this also brings
the message to more individuals. By promoting the campaign on a shirt,
this could prompt others to ask about the mission of the program and, then
in turn, learn more about sexual assault, potentially changing their overall
perception of the topic.

Goal: Engage college students

KPIs:

Number of signatures on the pledge

o By looking at the number of individuals who have signed the pledge,
located on the campaign website, one can understand how many people
have already decided to take a stand on the issue, and the rate of change in
the number of signatures. When someone voluntarily signs the pledge,
they are making a statement that shows they will stand up for others when
it comes to sexual assault.
o Since one has to put forth effort to sign the pledge, the number of names
on the list would show the campaign-gaining supporters for the cause.
When someone takes the initiative to sign the pledge, it is likely that these
individuals are going to uphold the promises made by signing the pledge,

since they took the time to sign it. With college students generally being
apathetic when it comes to many things, increasing the number of
signatures would be a strong step in the right direction.
Number of campaign mentions on social media
o Examining the number of mentions of the campaign on social media
would indicate the level of engagement college students are having with
the campaign. Some of these mentions could be retweets or shares,
composing original tweets/posts, using a unique hashtag, or sharing
content created by the campaign. When an individual goes out of their
way to post information or content about a topic, they are clearly engaging
with the original content. By looking at the amount of mentions of the
message and purpose of the campaign, we can understand how many
people have taken the message to heart and are making a positive change
in their actions and behaviors. These people can be the leaders in their
communities to prompt others to make the same change.
Number of views of PSAs posted on YouTube
o Examining the number of views the videos have received can speak
volumes on the extent the audience is engaging with the message/content
of the campaign. With each additional view of the video, the message of
the video is quickly shared with the viewer, informing them of what they
should do as an individual in todays society. With their calls to action, the
videos are talking directly to the audience, asking them to take a stand
against sexual assault. This direct manner of delivering information allows
the viewer to interact with the content, and take away the main message
once the ad is over. With the number of views increases, this means more
and more individuals are engaging with the campaign content, and in
theory, making the changes in their lives to combat the issue.

Metrics

Number of Facebook likes: Increase the number of Facebook likes by 100 each
week
o Facebook is one of the main ways to distribute new information to the
target audience. By increasing the likes at a steady pace throughout the
entire campaign, the Facebook page should reach over 35,000 kikes by the
end of the nine-month campaign time period.
Number of Twitter followers: Gain 15 new followers each week
o We are aiming for only fifteen new followers per week for our Twitter
account, which would result in over 500 followers. Since a follow on
Twitter is hard to gain than a like on Facebook, we set this goal lower,
taking that into account.
Number of new website visitors: Increase by 100 new visitors per day
o The website is the main source of information for the campaign, so it is
imperative that the number of new website visitors continues to grow as
time progresses. The site hosts the pledge, videos, links to additional
information, and steps to take right now to make a difference when it
comes to sexual assault. As these items are all essential tools for the

campaign, wanting to increase new visitors at the rate of 100 per day is
crucial to the overall success.
Number of school partnering with campaign: 3 new schools each week
o With the campaign just starting off, we want to keep the number
reasonable to manage throughout the campaign. This being said, gaining
three new partners per week would result in over 100 schools working
with the campaign. If this begins to snowball, we could easily surpass that
number.
Positive mentions of campaign on social media: 75% positive mentions on
Facebook, Twitter, YouTube, website and blogs
o Having the public mention the campaign in a positive manner is essential
for the campaign to take off and make a difference. With word of mouth
being a large contributor to the success of the campaign, these positive
mentions will provide an avenue for the information to reach the target
audience and begin to influence the overall culture surrounding sexual
assault.
Sales of campaign produced shirts: 20 shirts a week; Increase Facebook
supporters by 100 per day
o By looking at this number, we can determine how the audience is
choosing to promote the campaign. This is important because we need to
understand all the potential methods of promotion to best communicative
our ideals and concept to the most people. The Facebook supporters are
not necessarily purchasing the merchandise, but they are still sharing the
content with their friends, which is equally as important in the scheme of
things.
Number of signatures on the pledge: 200 signatures per week
o This number is essential to track to see how engaged the target audience is
with the purpose of the campaign. With the goal of 200 per week, we
would reach over 6,000 signatures by the end of the campaign.
Number of campaign mentions on social media: Facebook-100 mentions per
week; Twitter-200 mentions per week
o For this number, we believe that people are more likely to tweet about
their support, rather than make a Facebook post about it. With the target
audience generally more active on Twitter, we are aiming to have 200
mentions per week on that platform, followed by 100 mentions on
Facebook per week.
Number of views on PSAs posted to YouTube: For every video on YouTube, a
minimum of two million views each
o For many, these PSAs are going to be the first point of contact with the
campaign. With these short videos, we hope to have 2 million people
watch each by the end of the campaign. By spacing out the releases of the
videos, we believe this is a manageable goal and will be reached with the
help of promotion on Facebook, Twitter, the campaigns website, and
television spots.

Measurement Tools
Facebook Insights would be heavily used to gather information in regards to our different
strategies being used. This information would allow us to see trends in likes, comments,
shares, and posts by the audience in relation to sexual assault and the efforts of the
campaign. This will also offer information on the particular users interacting with the
content, so we can understand who is looking for information, and what information
seems to be the most popular. We can tailor our post times, post content, and post format
based on the information shown through this data analysis.
Looking at Twitter, we can use both Whotwi and Twitterfall to gather information.
Whotwi provides information that includes hastags used, breakdown of timing and
content of tweets, and trends of the tweets. This information can be used to track the
number of followers and the mentions of the campaign on Twitter. Twitterfall can be
used to track tweets created with the hashtag, ItsOnUs, and tweets/retweets from the main
account created by the campaign. This will show the level of audience engagement by the
minute, and they type of mention the topic is getting, whether it be positive, negative, or
neutral.
In order to track the interactions with the PSAs posted on YouTube, we can use YouTube
Analytics to analyze the number of viewers for each individual video posted. We will be
able to track the popularity of the view, in regards to views per day, and location of the
viewer. This allows is to understand the trends in the audience when it comes to viewing
the YouTube content in comparison to other content.
Google Analytics will offer many insights to us, as it tracks unique visitors, location of
visitors, trends of page interaction, and audience segmentation. This tool will allow the
campaign to understand the breakdown of the locations of the audience and help to
categorize the segmentations. Google also has Google Alerts, which can be used to notify
the campaign of the use of certain key words online. This would allow us to follow the
conversation that is happening online about the campaign.
Social Mention could be used to track the conversation being had on social media
platforms about the campaign. This service offers information about what sites have the
most activity, top users, top hashtags and keywords, and the overall sentiment about the
topic. This will allow us to understand the usage of the campaign content online, and how
the audience feels about the content.
Adobe Analytics can be used to help measure a variety of key measurement indicators.
The program can track both Facebook and Twitter conversations and interactions to see
the trends the audience is creating with their own content and dealings with provided
content. It can also provide information on the viewers of the website, so the campaign
can understand the reach of the information and if they are effectively reaching the target
audience.
Radian 6 is extremely inclusive service that provides monitoring of conversations of
many different platforms. The program looks at mentions of content, the authors of this

content, and the reach of information produced by the campaign. This would provide
more information in regards to the positive mentions of the campaign and the overall
conversation being held online by the audience.
Finally, content analysis is essential for several of our key performance indicators. Not
everything that we need to learn can be quickly analyzed by a program. For the number
of schools partnering with the program, sales of the shirts, and signatures of the pledge,
we believe the most efficient way to handle this would be to look at it from a holistic
standpoint. Yes, these are all hard numbers, but the content of the numbers can offer us
more in regards to the success of the campaign if we look at the individual components of
each.

Conclusions
For this campaign, we decided to set three goals: increase awareness of sexual assault on
college campuses, change perceptions/social norms about sexual assault, and engage
college students in preventing sexual assault. If the campaign is able to accomplish these
goals, Its On Us will be closer to accomplishing the overarching goalto change the
culture surrounding sexual assault. At the end of the campaign, we aim to gather all the
results, and visualize them in an effective manner to show the results of the campaign.
An important aspect to analyze is the overall increase in the conversation being had
online in regards to the overall campaign. With the target audience being technologically
savvy college students, the changes of them using their social media accounts to converse
about a topic is highly likely. If the campaign can garner even a fraction of the social
media coverage this demographic provides, the campaign could take off and meet all the
goals set forth above.
Further, the campaign needs to monitor which of the two main social media platforms
gets more attention from the target audienceTwitter or Facebook. Many college
students have decreased their Facebook usage in favor of Twitter, but some still use both
quite heavily. To make the most of the campaigns efforts, the top social media outlet
needs to be identified and capitalized upon moving forward.
Finally, it is essential that the campaign increases the number of college campuses that
are continuing the conversation. Since this is a gradual change campaign, nothing can
happen overnight, and there needs to be other voices sharing the same message in order
to make progress. Having student leaders on the ground, among the target audience, will
provide the perfect opportunity for personal discussion to be had with other students in
regards to changing the perception and attitudes towards sexual assault.

Business Goal

Key Performance
Indicator

Measurement Tool

Metric

Increase Awareness

Number of Facebook
Likes
Number of Twitter
Followers
Number of new
website visitors
Key Performance
Indicator

Facebook Insights,
Adobe Analytics
Whotwi, Adobe
Analytics
Google Analytics,
Adobe Analytics
Measurement Tool

Increase likes by 100

per week
Gain 15 followers
per week

Number of schools
partnering with
campaign
Positive mentions for
campaign on social
media

Content analysis

3 new schools per

week

Google Alerts,
Facebook Insights,
Whotwi, YouTube
Insights, Radian6,
Twitterfall, content
analysis, Social
Mention
Content analysis,
Facebook Insights

Facebook, Twitter,
YouTube, website,
blogs: 75% positive
mentions overall

Business Goal
Change Social
Norms/Perceptions

Sales of campaign
produced shirts
Business Goal
Engage College
Students

Key Performance
Indicator
Number of
signatures on the
pledge
Number of campaign
mentions on social
media

Number of views of
PSAs posted on
YouTube

Measurement Tool

Metric

Increase 100
Facebook supporters
each week; 20 shirts
sold a week
Metric

Content analysis

50 signatures each
week

Google Analytics,
Google Alerts,
Social Mention,
Twitterfall,
Facebook Insights,
Whotwi
YouTube Insights

Facebook: 100
mentions per week
Twitter: 200
mentions per week
2 million views each