Overview
Hi! My name is Avery Thomason, and I am a senior studying Social and Digital Communications and Marketing. For my senior project, I decided to create the social media brand and presence Off the Shelves Bookclub. The goal of this project was to apply social media research and strategies to build a loyal and engaged community of book lovers while establishing Off the Shelves as a trusted source for book recommendations and discussions on Instagram and TikTok.
Instagram Objectives
- Increase the average engagement rate to 3% by April 9
- Sign up 25 members for the book club by April 9
- Host a live book discussion with at least 10 participants by April 9
TikTok Objectives
- Obtain an engagement rate of 40% over 30 posts until April 9
- Sign up 10 members for the book club from TikTok by April 9
- Maintain average of 500 views per video across the 30 videos posted during the campaign
Case Study
Link to case study: https://drive.google.com/file/d/1WTcCg04FiUanmL6d9dILLZk5go2ERmQi/view?usp=sharing
Summary
Overall, This project really showed me how important it is to stay adaptable, plan strategically, and focus on building a community in social media marketing. Off the Shelves has a solid foundation now, and I’m excited to see how it keeps growing and evolving!