Introduction :
Founded by two relentlessly empowering women, Annetta and Lisa, the SaGG foundation helps re-write the future of many underprivileged Gambian girls. In The Gambia, it is estimated that one in every three girls is a victim of child marriage, which is not only a cruel violation of their human rights, but also a gender-based violation that no child should be forced to endure. The SaGG foundation is a non-profit organisation that is dedicated to educating and empowering girls and women in The Gambia in an effort to abolish child marriage and provide basic education to girls and women in an attempt to overcome poverty and gain stability.
The SaGG foundation’s digital presence is impressively substantial and broad. Their presence on various social channels extends from their own authentic website to different social media applications, namely, Facebook, Twitter, LinkedIn, and Instagram. Based on a cursory examination of this foundation’s social media accounts, it is safe to conclude that this foundation actively uses various platforms to connect and interact with its target audience(s).Connecting, interacting and communicating with their audience seems to be of prior importance to them. This type of impression is extremely beneficial to the foundation as it gives the audience and potential investors a little peek inside their priorities, intentions, and goals.
Social Media Listening :
The infographic illustrated above gives us an overall audit of the SaGG foundation’s four social media channels. It illustrates various aspects of how each channel flourishes. It highlights :
• The number of followers/following
• What kind of content they post
• How often they post
• Who they follow
• How many hashtags are being used
• What kind of visuals are being used
• Their reviews/ratings
• Whether the comments are positive/negative
• Whether links to their websites are mentioned
• How active SaGG is on all their platforms, analysing the stories being uploaded, the way they reply to comments and queries on their posts, etc.
The engagement rate on all four channel that includes the respective platform’s likes, comments, shares/retweets, etc. seem to be quite unsatisfactory and mediocre. There is occasionally a gaping difference with some posts receiving a sky-rocketing engagement rate of 50%+ whilst others have no engagement at all whatsoever. SaGG must evalute and consider the strategy being applied to the top posts that do well and seem to have sky-rocketing engagement rates as if the same winning strategy is applied to every one of their posts, the engagement level would demonstrate excellence and SaGG would flourish with doners and investors.
One of the foremost sources that help critically analyse any brand’s social media presence are the channel’s engagementand its content interaction. To evaluate and analyse the reach the organisation’s top posts have, the engagement rate of top performing posts were calculated for an entire year. This analysis can also help SaGG identify what their top posts are and help them use a similar strategy for all their other posts. Posts with the highest number of engagement (likes,shares,comments,retweets,etc.) of every month were taken into account. A whole year’s worth of data was thoroughly researched, evaluated and analysed. This was done in order to be able to create graphs to tangibly track the dips and surges in the engagement. This also gives SaGG a tangible metric to track their performance over time.
To calculate the engagement rate a simple mathematical formula was used.
ER = The total engagement one gets (likes+shares+comments) / the total number of followers * 100.
A healthy engagement rate, according to most social media marketing professionals, is between 1% and 5%. The analysis illustrated above was applied to all for social media platforms i.e, Facebook, Instagram, Twitter and LinkedIn. Every single comment,reaction and interactions noted and observed during the analysis was positive in nature. The only area that seemed to need improvement was for the posts and its engagement to be consistent in nature.
Figure 4 : Analysis of the top LinkedIn posts for the last 12 months
Website Audit :
The SaGG foundation’s website audit via SEMrush indicates that the website has 80 percent site health, which seems to be satisfactory, but there should always be room for improvement, as any even-handed critique would note. The thematic reports stated the site’s crawlability and site performance scoring 95% and 87%, respectively. Although, the site analysis did actively throw light on the sectors that could do with some degree of improvement.
There seem to be serious errors with the website’s sitemaps, certificate name, and AMP-related issues. It is important to rectify these errors as they may affect search engine rankings and click-through rates, which would further affect website traffic. Along with this, there are a plethora of warnings relating to unminified and uncompressed JavaScript and CSS files that pop up. Meta descriptions, Broken external links and a low text-to-HTML ratio appeared to be flawed as well. If these issues remained unrectified, they could take a toll on the website’s traffic and search engine ranking.
The Competitors of the SaGG foundation :
Consumers/donors’ social media and content habits :
The SaGG foundation’s primary focus is spread awareness about the detrimental effects of child marriage and to educate and empower girls and women in The Gambia. SaGG’s target audience comprises mainly of educated women aged between 20 and 40 who show a keen interest in women empowerment, women’s education and gender equality. Despite the fact that their Instagram audience is around 70% female and 30% male, and their Facebook audience is 48 percent female and 52 percent male, their engagement rate per post is quite identical. The highest content reach appears to be for the age range of 20-40 year olds, who also happen to be their target audience, across two of their platforms, Instagram and Facebook.
The table illustrated below summarises the approximate percentage of users from various cities across two platforms :
Despite focusing on a topic that is widely open to criticism from misogynistic extremists and critics, the SaGG’s consumer interaction on all their socials was always noted to be positive, encouraging and thankful. Right now, the current social media trends revolve around makings reels consistently, using appropriate hashtags, making short IGTV videos, inclusivity, diversity, voicing opinions, standing for a good cause and collaborating with people with have a broad social media presence. Using these tactics and trends appropriately will really help boost a page’s engagement and interaction.
Recommendations :
Reference Links :
● https://sproutsocial.com/insights/social-media-interaction/
● https://www.sendible.com/insights/social-media-for-nonprofits
● https://www.socialinsider.io/blog/engagement-rate/
● https://www.semrush.com/siteaudit/campaign
● https://twitter.com/saggfoundation
● https://www.instagram.com/saggfoundation/
● https://www.saggfoundation.org/