Social Media Content Marketing – SaGG Social Audit

by Mollie Stevens | Mar 30, 2022 | Blogs | 0 comments

Social Media Listening Report

Social Media Audit

The current SaGG social media use is somewhat repetitive and off brand. With all social accounts reposting the same media, separate target audiences are not being taken advantage of on each platform. With significant difference in demographics per channel, as well as channel purpose and algorithm, social media should not be treated as one, but rather as a collective network. This audit will focus on Instagram and LinkedIn as the main platforms for the style of content recommended.

Instagram is the second most followed social account after Facebook, with 1,661 followers. The average interaction on each post over the past 14 days is 14.9. This is more than quadruple the Facebook interaction. This puts the engagement rate at 0.9%, as seen in Fig. 1, nine times higher than the Facebook rate. Whilst Instagram naturally allows for higher engagement, anything below 1% is still considered low [1]. However, this is a clear indicator that the content being produced is better targeted at the current Instagram audience in comparison to the other SaGG social pages. Some optimisations can be considered within the logo positioning, highlights, utilisation of more Instagram content options such as further use of IGTV, IG Guides and filters, and finally, consistency in geo-tagging. A schedule could also be implemented.

Fig. 1. Instagram Audit

LinkedIn has one of the lowest engagement rates out of the SaGG social media accounts. With an engagement rate of 0.3% over the past 14 days with a total following of 526, there needs to be significant strategy reconsiderations, as seen in Fig. 2. The LinkedIn average engagement rate is 2% [2], signifying further that the SaGG LinkedIn page requires a new strategy and target persona. LinkedIn is a professional based platform, making it the perfect place to target corporate, school and group donors. By posting similar content to Instagram, the brand may come across as unprofessional. A more consistent schedule could also be implemented.

Fig. 2. LinkedIn Audit

Competitors

Fig. 3. SaGG Social Competitors

Consumer/Donor Social Habits

Based on insights from the business suite, the main Instagram audience is women aged 25-44 in the USA, UK, Nigeria, The Gambia, and Spain [3]. The reach during March 2022 was at 915, lower than previous months showing an overall downward trend. This further indicates a need for strategy reconsideration, as well as a focus on potential audience, rather than just current audience. Based on the engagement during March, the audience does not tend to share or convert to link clicks, potentially due to a lack of powerful CTAs. Impressions have increased, however remain low in comparison to the number of followers.

Comparing this to habits on LinkedIn [4], the main audience that engage and interact with posts are university/college educated women ranging from mid-20s to mid-40s. There are also a handful of university/college educated men and companies. Posts do not gain much traction from the audience and lack core promotable engagement like shares. This indicates a need for strategic consideration.

Aside from social media and audience analytics, using Answer the Public [5], some key questions being asked by potential donors/followers/ambassadors include:

Why is girl child education important?
How can we improve education in Africa?
Is the education in The Gambia good?

Finally, regarding the reasons the social audience may follow, engage, or donate to the cause are likely to apply to the uses and gratifications theory [6], specifically in line with the esteem and self-actualisation categories of Maslow’s hierarchy [7]. The concept is that consumers are active in their media choice and engaged in their selection of media. In this case, the SaGG consumers/donors are making an active choice to consume the SaGG media, fulfilling their needs for morality, respect for others or even personal self-esteem. Knowing this, SaGG should market towards these goals and needs.

Industry Social Trends

Fig. 4. Industry Social Trends

Company Social Goals and Content Recommendations

Goal One: Educate and inform the audience on the charity mission and relevant topics including girls’ education and The Gambia.

Recommendation One: Use social listening tools such as ‘Answer the Public’ to gauge what the audience is asking/what they are lacking information on. Examples in Fig. 5 and Fig. 6.

Goal Two: Position the charity as leaders and experts in girls’ education in The Gambia.

Recommendation Two: Using LinkedIn, share relevant hyperlinks, posts and infographics alongside education owned content to show understanding in the area and provide an expert opinion and resources.

Goal Three: Increase engagement, reach and impressions on both Instagram and LinkedIn.

Recommendation Three: Use scheduling and planning tools such as Hootsuite and Notion to maintain a cohesive feed and consistent messaging throughout all social platforms. Planning examples in Fig. 5 and Fig. 6.

Goal Four: Awareness of the charity and mission.

Recommendation Four: Collaborating with other charities, companies and individuals that share your mission will boost awareness with the ideal audience. Using the collaborators feature on Instagram will help let both SaGG followers, and the collaborators audience know about the campaign and mission.

Example Content Recommendations

Instagram Feed Plan/Draft