Final answer:
The success of Howard's social media campaign for promoting a play can be best measured by the engagement and conversion rates, particularly ticket sales. Additionally, monitoring reach, follower growth, and website traffic also provide valuable insights into the campaign's performance and audience demographics.
Step-by-step explanation:
To measure the success of Howard's social media campaign to promote a play at the local performing arts center, the most relevant metric would be the engagement rate and conversion rate, particularly in terms of ticket sales and event attendance.
Engagement includes likes, shares, comments, and reactions to the content posted, which indicates how well the campaign is resonating with the audience and sparking interest.
However, the ultimate goal being to fill seats, tracking the increase in ticket sales directly linked to the campaign (through tracking links or promotional codes) provides a direct measure of the campaign's financial impact.
Moreover, considering the reach and the number of new followers gained as a result of the campaign can help assess brand awareness and the potential for future audience growth. It's also beneficial to analyze the demographic data of the engaged users to ensure the campaign targeted the right audience.
Finally, considering the social media traffic to the performing arts center's website can offer insights into how effective the campaign was at driving interested community members to take further action, like signing up for newsletters or learning more about upcoming events.