Beginners guide to running:

Tip #1: Find your motivation

Signing up for a charity run is a great way to stay motivated and train towards a goal. You can start with a beginner-friendly race run over 5km. Working around a timeframe is also very important. It helps you to track your progress and put a little bit of pressure on you to go out and be active. Sign up for a charity run of your choice, get active and support a good cause!

TOP TIP: Join The Wings For Life World Run and support a good cause

The Wings For Life World Run is scheduled on the 8th May at 12pm UK time (1pm CET). You can run wherever you are as all runners are connected via mobile app. To make it a little bit more competitive, you will race against a virtual car chaser and you will have to complete your selected distance within a timeframe and before the virtual car chaser catches up with you. The registration fee is £18 GBP / €20 EUR, and all proceeds go to the Wings for Life Charitable Foundation (UK Registered Charity No: 1138804).

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SAGG Foundation Social Media Audit
SAGG Foundation was observed to primarily engage with potential donors or visitors via four social media platforms. Their current reach is distributed unevenly across the four platforms. They have the most followers on Facebook (3000), the second most on Instagram (1660),536 on LinkedIn, and 176 on Twitter, the lowest of the four. Except for Instagram, they post nearly identical content across all platforms. They have Instagram-friendly posts, such as reels, that are specific to Instagram but also similar to other platforms in some ways. Because they engage on multiple networks, their target audience varies from platform to platform. The SAGG Foundation is well aware of their target audience, but they do not appear to engage with them frequently or have insufficient numbers.

Figure 1: Facebook users as per demographics

Figure 2: LinkedIn users as per household salary

Figure 3: Instagram Demographics

Figure 1 depicts the various age groups who currently use Facebook in their daily lives. As shown in the image, the age group of 25 to 34 is the most active on Facebook. Figure 2 depicts the LinkedIn users, who are classified based on their annual household income. The majority of users earn £48K or more, indicating that the highest-earning users are active on LinkedIn, which is ideal for the SAGG Foundation to target. Figure 3 depicts the age groups of Instagram users who are active. The most active users in this category are also between the ages of 25 and 34. Following an evaluation of the various platforms, it was discovered that people between the ages of 25 and 34 are the most active users of social media, make a decent living, and could be potential donors for the SAGG Foundation.

Competitors’ Social Media Presence

The competitors that will be evaluated are:

1. CAMFED – Campaign for Female Education

2. ActionAid

These two competitors are very similar to the SAGG Foundation as they both try to educate females in the Gambia and focus on equal rights for women.
ActionAid is one of SAGG Foundation’s competitors. It is a similar organisation to the SAGG Foundation, which also believes in women’s empowerment and providing a better life for Gambian girls. When compared to the SAGG foundation, ActionAid’s social media presence is quite interesting. They participate on four different platforms, just like the SAGG Foundation. With 62k followers on Facebook, ActionAid has the most reach, followed by 52k followers on Twitter, 19.7k on Instagram, and 2.32k subscribers on YouTube. ActionAid utilises YouTube as an additional social network rather than LinkedIn, which is a wise strategy. In comparison to the SAGG Foundation, ActionAid is much more active, and they post frequently and with trending content, which is why they have a large reach. CAMFED, on the other hand, has a strong social media presence. CAMFED is a similar organisation that promotes equality by providing education to women. They have 180k Twitter followers and 30k Facebook followers. They also use YouTube as a social media network, similar to ActionAid but missing in the SAGG Foundation.

Industry Social Trends
The key to engaging customers is content. It is possible to increase the impact of content on customers by creating something that is within the human attention span. The duration is more important than the content, no matter how good it is. Due to their short attention span, many consumers prefer short clips to longer ones. As a result, creating content with appropriate durations and posting it on the appropriate platforms helps to raise awareness and keep them engaged.
Businesses and non-profits should use social audio spaces and live streams. The business owner may be allowed to speak on behalf of their company, inform customers, and interact with them. Some examples include Twitter spaces and Clubhouse.
Tiktok is a popular social media platform. As previously stated, the age group most active on social media is 25-34. Tiktok appeals to people under the age of 25. The TikTok audience is quite large, and content on TikTok circulates quickly. Many organisations are missing out on reach because they have yet to use TikTok and underestimate its communication power(ATKINS, 2021).

Social Media Goals
SAGG Foundation may be able to strengthen its online presence as a result of the findings obtained from social media listening. They have visually appealing content, but it is repetitive across all of their platforms, which can be improved. They could concentrate on increasing their follower count across all social media platforms, particularly Facebook and Twitter. The company could interact with customers more by answering frequently asked questions on social media. They could make use of other social networking sites. As previously stated, their competitors use YouTube as a media channel, which should not be overlooked and can be used instead. Tiktok, on the other hand, is a powerful platform for smaller businesses to use that may help them grow. It is critical for a small charity not to commit to too many
platforms. To keep customers engaged, they could change the type of content regularly. For example, they could post photos for a week, then switch to videos for a while, and so on. Keeping the content on different platforms new and different can attract the attention of potential donors. To conclude, the SAGG Foundation is doing a lot of amazing things, but some aspects aren’t being implemented well. With the necessary improvements, they could improve and enhance their social media presence over the coming years.

References
ATKINS, D. (2021). Charity Detail. Available from
https://charitydigital.org.uk/topics/topics/social-media-trends-for-charities-to-watch-in-2022-9582
[Accessed 30 March 2022].
Furqan Khan, M. and Jan, D. (2014). Social Media and Social Media Marketing: A Literature Review.
Available from
https://www.myperfectwords.com/blog/research-paper-examples/college-research-paper-example.pdf
[Accessed 30 March 2022].
Furqan Khan, M. and Jan, D. (2014). Social Media and Social Media Marketing: A Literature Review.
Available from
https://www.myperfectwords.com/blog/research-paper-examples/college-research-paper-example.pdf
[Accessed 30 March 2022].
Instagram UK Statistics (2022) | Latest Facts and Figures | Social Films (2022). Social Films.
Available from https://www.socialfilms.co.uk/blog/instagram-uk-statistics [Accessed 30 March 2022].
LinkedIn users: age distribution in the UK 2021 | Statista (2022). Statista. Available from
https://www.statista.com/statistics/278322/age-distribution-of-linkedin-users-in-great-britain/#:~:text=U
nited%20Kingdom%20LinkedIn%20users%202021%2C%20age%20group&text=In%20December%2
02021%2C%20LinkedIn%20had,over%20the%20age%20of%2055. [Accessed 30 March 2022].
UK Facebook users by age group 2021 | Statista (2022). Statista. Available from
https://www.statista.com/statistics/1030055/facebook-users-united-kingdom/ [Accessed 30 March
2022].

The post SAGG Foundation – Social Media Audit first appeared on wbsdigital.

Sponsor a Gambian Girl (SaGG) is a non-profit organisation that seeks to empower girls and women in The Gambia through education. The organisation has four social media platforms: Facebook, Instagram, LinkedIn and Twitter. The purpose of these social media channels is to drive traffic towards their website and for visitors to take action in helping The Gambian girls.

1. Social Listening

Social Media Audit

After analysing the social media channels of SaGG Foundation, the infographic below indicates the performance of the current social media initiatives.

As seen above, the social media audit reveals little engagement on the SaGG Foundation posts. Average likes on posts range from 1 to 5 likes on the various channels. There are few to no comments made from followers with an average of one comment per post. The average engagement rate of SaGG Foundation is 0.09% for Facebook and 0.3% for Instagram, which is lower than the average benchmark for non-profit organisations. It is noteworthy that the SaGG Foundation responds to every comment on all channels. 

In saying that, some posts stand out as successful in terms of larger engagement from the audience. The successful posts are centered around real stories of the Gambian girls or the experience of the donors. This can be derived that the audience prefers to view content that evokes emotions with genuine stories over informative content.

The metrics used to track the performance are reach, likes, comments, views and shares. Due to the limited information regarding social media analytics, the audit is unable to identify the performance of other metrics such as clicked links and unique website visitors.

Additionally, a social listening tool was employed to review mentions of the SaGG Foundation. However, it was reported that there were no mentions of the organisation from the audience. This could be due to the lack of a branded hashtag to promote communication with the organisation.  

Overall, the performance of the social media initiatives can be determined as poor due to the following reasons.

1. Content

A discovery was made after analysing the content posted on the SaGG Foundation pages that the exact same content is being posted on various channels. Digital marketers have advised against the copy-and-paste approach as it is evident to be unsuccessful for many brands. This can impact the performance of the content as different platforms have a unique set of format criteria, strategies and algorithms. Instead, it is recommended that content should be crafted for each specific channel depending on how users consume content on those channels.

For example, the copy-and-paste approach used by SaGG Foundation has led to unfitting captions and tags which can seem unprofessional as shown below. The tags on the Facebook post are unavailable as the caption was curated for Instagram.

2. Tone

Another element that stood out during the audit was the tone of the social media posts.

Hootsuite Academy emphasised the importance of differentiating the voice of the brand and the tone used on different channels for a positive influence on the audience. The voice of the brand should reflect the brand and stay consistent. However, the tone used to convey the message can vary from one social media platform to another. For example, the tone used on LinkedIn should be formal and informative. Whereas the tone used on Instagram can be more playful and inspirational. Having the general message in mind for the content, the captions for each channel should vary. Using an inappropriate tone can obstruct how the followers covey the message and may hinder the action required from them.

However, the SaGG Foundation can improve its social media initiatives by using competitors as a benchmark. 

Competitor Analysis

A competitor analysis was done to compare the performance of SaGG Foundation with similar charities to set a benchmark. The chosen charity for this analysis was Plan International. Similar to the SaGG Foundation, Plan International strive for children’s rights and equality for girls.

Plan International has six social media channels where they bring awareness to their charity and share stories from sponsors. A social media audit for Plan International is displayed in the infographic below.

After reviewing the various social media channels, it was uncovered that their content is around activism, societal awareness and brand awareness. The contents are carefully curated to evoke the emotional appeal of the viewers. They also promote social and political causes such as the Ukraine War and Global Food Crisis. Their social media posts also direct traffic to their website through blogs covering various social causes. It can be derived that these blog posts assist in conversation as it leads viewers to their website.

A social listening audit revealed 868 mentions made in the last 30 days regarding Plan International. The social listening audit reveals that mentions of Plan International are mainly by donors and supporters that share their experience working with the organisation. The mentions are positive with compliments advocating the organisation. Overall, Plan International has a higher reach as evident from its number of followers.

Donor’s Demographic and Social Media Habits

To have a better understanding of how to curate social media content to drive engagement and action, a persona model has been created for SaGG Foundation. This aid in investigating the consumer’s social media usage and behaviour.

The current demographic of the audience was unveiled to be aligned with the target audience of SaGG Foundation.

Research by Statista has revealed the hobbies and interests of social media users from the United Kingdom and the United States. It also reveals their life values which can be useful in curating content to reach the audience emotionally and promote action.

Some of the recent social media trends for non-profit organisations in 2022 are as followed:

• Establish an online community – social media can be a useful platform to cultivate a sense of community with the donors and potential donors.
• Use social media for donor care – social media can be used to stay connected with donors to answer questions and monitor conversations about the organisation.
• Utilise short-form videos – this is a quick and easy way to share the story about the organisation in an interesting content format.
• Establish the brand voice with social audio – social audio is a great way to set the organisation as a thought leader in the industry by sharing stories and experiences.
• Use social media ads to reach new donors and volunteers – advertising on social media can be a great way to reach a new audience while keeping to your budget.

Additionally, research has shown the best timings to post on social media for non-profit organisations.

2. Social Media Goals

A social media audit is important to understand the performance of the current social media initiatives. The insight can determine whether the current employed social media initiatives are successful and pinpoint areas of improvement. Some of the recommended metrics are reach, engagement, clicks, web traffic and conversion. Another important aspect to consider is the demographic of your reach. If the current target audience is not in alignment with the organisation’s target segment, it could lead to fewer conversations. This could reflect poorly on the return on investment of the time and money spent. The simplest way of retrieving information regarding your social media initiative is through social media platform analytics. However, there are analytics tools such as HubSpot and Google Analytics that provide additional information.

Social listening and monitoring should also be done to understand how the audience perceives the organisation. This can help uphold public relations and the transparency of the organisation. Some examples of social listening tools are Hootsuite and Brand24.

In conclusion, SaGG Foundation should take into consideration the social media audit, competitor analysis, consumer behaviour and industry trends to develop a better social media approach to maximise its donations.

The post SaGG Foundation – Social Media Audit first appeared on wbsdigital.

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/

● https://www.facebook.com/SponsoraGambianGirl

● https://www.linkedin.com/in/sagg-foundation-a8a67a195/

The post Social Media Content Marketing : SaGG audit  first appeared on wbsdigital.

The SAGG (Sponsor a Gambian Girl) Foundation is a non-profit organisation dedicated to educating young Gambian girls who have lost their school sponsorship as a result of the Covid Pandemic.

This blog is about social media listening. And the comparison between SAGG Foundation and its competitors along with the recommended changes and steps based on the data that SAGG Foundation can make.

SOCIAL MEDIA LISTENING

According to the insights it could be seen that SaGG Foundations has been able to reach a total of 4.91k people with only 54 posts made across their social media channels. The total engagement is at 251 which has also increased as compared to the previous year by 52.1%. The most engaging forum for them has been Instagram so far. Whereas, the most engaging post on both Facebook and Instagram has been about one of the girls – Rubi Sowe who actually got sponsored and graduated from university in March 2022. Another post that got the most engagement was on Twitter where the engagement rate was 33.9% and there were 30 retweets as well. This means that the post was targeted on the right social media channel and caught the eye of the people creating a buzz of engagement. Facebook and Instagram can mainly amplify the effect and also gain higher engagement as well if directed towards the right audience. (ISELI, 2021)

COMPETITOR ANALYSIS

COMPETITORS

COMPETITOR ANALYSIS – AUDIENCE

According to the insights are given above it could be seen that new social media handles were added to SaGG Foundation. Taking the competitor average it is evident that the competitors’ audience was an average of 114k while SaGG Foundation was only at 4.91k. CAMFED was the leader in gaining the most audience of 226k; with Twitter being the highest social media channel. According to the insights given below, it could be seen that new social media handles were added to SaGG Foundation.

COMPETITOR ANALYSIS – ACTIVITY

SaGG Foundation posts about 13 times per week but they could work on this and increase the posts per week to increase their reach. Also, their posting on social media channels has increased in the last year by 107.7%. Whereas, the competitors have only increased by 17.2%. The goal for Gambia’s posting on social media handles has decreased by 33.3%, which means that SaGG Foundation is doing much better in this era. Our charity has a good online presence, Frequent posts, and updates on multiple Social media platforms.

COMPETITOR ANALYSIS – ENGAGEMENT

The total number of engagements that our charity has been able to achieve till now is 287. SaGG Foundation has seen the biggest increase in total engagement on Twitter by 73.9%. While on the other hand, the competitors have grown only 10.2% on average; on Facebook. Even though SaGG Foundation has lesser engagement than its competitors it still has grown the most than them. Their best social media channels are Instagram, Facebook, and Instagram. If they focus more on these channels they can actually beat their competitors and ultimately gain much more engagement than they currently have.

Few of the Twitter account posts got a retweet by a person. In, one of the posts got commented by a Twitter verified account, which has 151k likes and 42.8 k retweets. So, the reach for that particular post (About Charity Awards for the education).

Based on the social media audit, for Instagram SaGG Foundation had a total of 224 posts while CAMFED posted only 60 posts. CAMFED has the lead in the total number of followers with more than 15k followers while our charity only has 1.6k followers. We had a very low engagement level coming out to be only 15 when our competitor had it at 125.

The top posts by CAMFED focused on sharing success stories of the girls’ who have benefitted from the sponsorship. It received a whopping total of 710 likes on Instagram. Also, they have grown over the past month and have gone up to 15k followers in March 2022.

The best sort of post for them was in the form of an image while we had more views, likes, and higher engagement on the posts that had video content in it.

Looking at the more engaging and formal social media channel – Twitter it was seen that Goal for the Gambia has the lowest number of posts with an average engagement of only 1. CAMFED once again taking the lead has more than 181k followers while our charity has 177.

The top post that gained the highest amount of engagement was for SaGG Foundation where they tweeted about a girl in need, looking for sponsorship. It got 97 retweets and 58 likes. Unfortunately, SaGG Foundation has been unable to grow its followers in the past few months.

For all the three charities the best way to engage the audience has been by tweeting in text format and not in the form of videos or pictures. Engaging the sponsors is highly important and it can be achieved via constant trial and error. (Spinks, n.d.)

INDUSTRY ANALYSIS

Not-for-profits saw mediocre commitment rates across all social media channels this year and posted about double the time on Facebook and Twitter.

Ideas for Non-profits:

• Make it a point to play with posting to duplicate these stellar interaction rates with fewer posts.

• Photographs truly assisted non-profits with recounting to their accounts this year, so this is

a decent post type to look in the year ahead keeping in view the carousel posts as well.

SUGGESTIONS

CTA AND LINKS ON SOCIAL MEDIA POSTS

SaGG Foundation can improve on the social media front if they include a call to action and backlinks to their website. This would derive more traffic not only to their website but also to their social media channels creating more engagement and reach which will ultimately benefit the charity and its aim.

Also, as said before a comment from a verified user had a great reach and engagement but it was not traced back to their website so they lost a lot of traffic resulting in more opportunities to sponsor and lead generation lost.

INCREASE IN POST REACH VIA INSTAGRAM LIVE AND WEBINARS

The charity has a potential reach for their posts if they consider doing more internet activities like Instagram Live and Webinars for creating awareness about their aim and goal which is providing quality education to the girls in the Gambia. Also, about the background of the girls, success stories will result in lead generation.

VIDEOGRAPHICAL CONTENT

As analyzed most of the content in SaGG Foundations’ social media is based on text. So, it might be of benefit to them if they provide quality video graphical content instead of textual videos.

TAGGED POSTS

As seen in the image above the tagged post on Instagram had the best engagement similar to earned media promotions. So, doing similar content to the tagged post might have a higher chance to get much more engagement and reach.  

USE OF ARTWORK

When doing the research, we stumbled upon one of the profiles which had artworks related to SaGG Foundation. Acknowledging those products will help not only the foundation but also the artist as both the parties get a new perspective and line of reach. To make the content stand out and more appealing it is necessary to use the desired purpose and also value. (Zimmerman and Ng, 2021)

SAGG ARTICLES

This article about the SaGG Foundations can only be viewed with a paid subscription so making articles like these public will help their potential sponsors to know more about their foundation before they donate.

HASHTAGS

Hashtags have gained a lot of popularity on Facebook and Instagram in the past decade. According to the rival IQ report on the non-profit organization, the hashtags like #education and #equality on Instagram have a higher range of engagement on the current social platforms.

CAROUSEL POSTS

According to Statista for a non-profit organization carousel posts had a higher engagement. So, it is evident that the use of the carousel format of posts will provide and kick-start a better engagement for the social media channels.

REFERENCING

ISELI, F., 2021. SOCIAL MEDIA MEDIA FOR SMALL BUSINESS. Wiley.

Zimmerman, J. and Ng, D., 2021. Social media marketing all-in-one. 5th ed.

Spinks, D., n.d. The business of belonging. Wiley.

The post SOCIAL MEDIA AUDIT – SAGG FOUNDATION first appeared on wbsdigital.

This report entails a deep understanding of SPONSOR A GAMBIAN GIRL (SaGG) Foundation’s social media listening and analytics. SaGG Foundation is a non-profit organization focused on empowering girls and women through education. The main focus is to link girls in Gambia with sponsors in U.K., U.S.A. Germany etc. directly to provide education which in turn will not only educate them but also help them break the biases prevalent in the society.

This report will help the charity to break the social media barriers and grow on different channels. We will also focus on social media listening and propose changes as to how they can improve their Facebook, Instagram, and other social media platforms.

SOCIAL MEDIA LISTENING

“A picture is worth a thousand words” has become the new adage in this era of social media. But not only pictures but videos, reels and tweets have also come into the picture and are playing an important part in the social media revolution. For any business and in this case a charity to be successful it is essential to carry out social media listening to get insights on how good or bad they are doing; and what they can improve to attract more traffic to their channels. ((Li and Xie, 2019)

From the insights gained from the posts that SaGG Foundation posts on Instagram and Facebook it is evident that they need to work towards attracting more donors/sponsors to their channels.

According to the above attached graph and insights of the posts made on the social media channels, it is evident that the most engagement was on the picture posted about the fact that more than half the girls in Gambia get married and become pregnant even before ending her education; which means that the jobs aspects are really meager. This post on Facebook and Instagram was able to reach the most number of people – 1,905 and also received likes and shares on it as compared to the other posts made. According to studies brands and charities that include pictures and videos have a higher chance of getting engagement than those who don’t. (What Encourages Facebook Engagement? – eMarketer, 2022)

Looking at the social media we can see that they have a total of 4.91k followers and just 54 posts on all the channels. The posts were quite engaging i.e. more than 50% of followers liked, commented or shared the post. Instagram takes the lead amongst all the social media channels that the foundation have.

SaGG Foundation has social media presence on Facebook, Instagram, and Twitter whereas mentioned before Instagram has the widest reach.

The post to receive the most amounts of engagement was related to a success story. It could be said that sponsors and followers simultaneously are more likely to engage in a post that is related to real-life experience. Sharing more success stories would result in growing the network wider.

COMPETITOR ANALYSIS

It is essential for any business and in this case for charities to look at their competitors to gain insights and simultaneously improve in the areas they lag. In this section, we will be doing competitor analysis in comparison to SaGG Foundation. The first competitor is Right to Play, which is working towards protecting, educating and empowering children to rise above adversity using the power of play. They are currently operating in 15 different countries across the globe. The second competitor taken for the analysis is Education International. They are a union of 401 organizations working in 172 countries. Their aim is to provide free, quality and fully funded education to children.

SaGG Foundation is below average for audience; ranking 3^rd amongst the three charities as per the above insight. Our charity has an audience of 4.91k whereas, Right to Play has 17.4k and topping them both is the Education International with an audience of 66.4k. The reason for them to have a higher audience is because they have a more social media presence than SaGG.

SaGG Foundations’ posting frequency is about 13 posts a week which is better than Right to Play but lesser than Education International. It is evident that SaGG Foundation has actually increased its social media activity by 108% as compared to last year – 2021.

SaGG Foundation saw the biggest increase in total engagement on Twitter, while the competitors increased most on Facebook. One of the most engaging posts for our charity has been on Twitter which also received retweets getting more reach and engagement. Resulting in the highest increase in engagement rate i.e., 52% compared to other competitors who only saw a percentage increase of 19% and 48%.

RECOMMENDATIONS

• SHARING SUCCESS STORIES  

According to the statistics seen above, SaGG Foundation needs to share more posts related to the success stories of the girls. This post so far has had the highest number of engagements which means sharing such a post would not only engage but also increase the number of followers and attract more sponsors to play their part in the cause.

• USE OF ORGANIC PICTURES

Organic and natural pictures have secured more like and shares on SaGG Foundations’ social media channels rather than edited pictures. If they can manage to use such images they might be able to gain more reach, likes, and comments.

• ADD YOUTUBE LOGO TO THE WEBSITE

The website for our foundation is quite detailed but one thing that is missing is the YouTube logo which has a negative impact on the charity. Why? The charity has a YouTube channel where they share the stories and conduct events; which means if they do not have a logo for YouTube on their page the website traffic would not be diverted towards YouTube resulting in a loss of reach.

• START A TIKTOK CAMPAIGN

In this digital and social media era, TikTok has gained more attention of people than other channels for trendy, fun and informational content. It would be of use to the charity by posting relevant and engaging content on TikTok. This would indeed attract more sponsors and capture wider audiences. Using a probabilistic approach can help gain more reach and audience than any other method. (Yue et al., 2020)

• INCREASE YOUTUBE CONTENT AND PRESENCE

SaGG Foundations YouTube channel needs more engaging content. They have only 8 subscribers and not a lot of content as compared to Right to Play which has 400 subscribers and much more engaging content. They should focus on increasing their YouTube channel to have a wider reach.

CONCLUSION

In conclusion, it could be said that SaGG Foundation has the potential to gain the attention of a wider range of audiences and also increase their engagement and reach via different social media channels by increasing its online presence.

REFERENCES

Li, Y. and Xie, Y., 2019. Is a Picture Worth a Thousand Words? An Empirical Study of Image Content and Social Media Engagement. Journal of Marketing Research, 57(1), pp.1-19.

Emarketer.com. 2022. What Encourages Facebook Engagement? – eMarketer. [online] Available at: <https://www.emarketer.com/Article/What-Encourages-Facebook-Engagement/1008677> [Accessed 31 March 2022].

Yue, K., Liu, W., Li, J., Wu, H. and Yin, Z., 2020. Probabilistic Approaches For Social Media Analysis. Singapore: World Scientific Publishing Company.

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SaGG (Sponsor a Gambian Girl) Foundation is Non-profit Organization that aspires to provide education and empower Gambian girls. SaGG Foundation intends to achieve this by connections sponsors from around the globe with school girls in Gambia. Their mission is to create a Gambia in which every girl has equal access to education and can reach her full potential. SaGG Foundation aims to help girl students in Gambia to develop new skills, therefore creating stable communities ensuring improved health and lifestyle.

Social listening is monitoring social media platforms for brand mentions and conversations, then evaluating them for insights to identify opportunities (Newberry, 2021). This blog outlines the social listening report for SaGG Foundation which will include a social media audit for SaGG Foundation and its competition, and there will be recommendations on how SaGG Foundation can increase its social media presence & create a better social media strategy. A social media audit is a methodical evaluation of social data to assist marketers in discovering, categorising, and evaluating all social discourse about a brand (Quesenberry, 2015).  

As seen above, SaGG Foundation is active on 5 main social media platforms: Instagram, Facebook, Twitter, LinkedIn, and YouTube. After conducting the audit, it was found that majority of the content posted on the social media channels was not unique, the content and even the captions were duplicate across all the social media handles. It is very critical to create unique content catered to audience of specific social media channels as every social media has its own unique audience. Once SaGG Foundation will start offering unique content for every social media, they can expect their engagement rate to increase. Also, during the audit, it was found that SaGG Foundation has not been active on its Youtube channel since 1 year. According to research, calls to action in videos are more likely to elicit engagement. When combined with a video, a call to action generates more than 380 percent more clicks than a standard CTA (Stefanski, 2022).

One should also look at what their competition is doing to create an effective social media strategy. One of the main competitors- Africa Education Trust’s social media audit was done. As seen above, AET (African Education Trust) utilizes the same social media channels as SaGG Foundation. But AET is offering unique content to its audience on different social media channels, because of this AET has significantly higher followers on most its social media platforms. One of the key observations was that even AFT was inactive on its Youtube channel, this is where SaGG Foundation can overtake AFT by connecting to target users on Youtube.  

Social Listening & Investigation of Consumer Social Habits

The above user persona is based on the data provided by SaGG Foundation. A user persona is a semi-fictitious figure inspired by your present (or ideal) consumer (Grenier, 2022). User personas are extremely useful to grow and improve a business. Meet Maria Kane, based in London and is Women Rights & Women’s Education activist. She is currently working in mid-level management in a company and also pursing her masters. Maria is active on most of the social media platforms and is always looking to help NGO which focuses on Gender Equality and Women Rights & Education. Seeing other women overcome their challenges and becoming successful really motivates her. Her painpoint is when she sees gender bias, discrimination and women abuse.

The above diagram by Answer the Public shows the potential keywords and questions that are being searched and asked on the web. SaGG Foundation should use these recommendations in their SEO strategy or place higher bids on these long-tail keywords if conducting a paid search marketing strategy.

A lot of charities are using influencers to reach a wide range audience on social media. SaGG Foundation should collaborate with social media influencers to create content which will help them connect to a wider range of audience. Instagram post can now collaborate with anyone, means that the influencer can be tagged on the posts, ultimately showing the post to influencers followers and giving higher reach.

SaGG Foundation should cater its content according to its social media channel especially for LinkedIN. By sharing relevant content to its LinkedIN audience, there is a better chance of converting the users into donors as LinkedIN is pure professional network.

Adoption of new technology is crucial as it will help you stay ahead of your compeptitors. The United Nations has dubbed virtual reality (VR) the “ultimate empathy machine,” claiming it to be the ideal experience for engaging audiences. According to Facebook, 48 percent of consumers who see charity material in VR are inclined to give to the cause they encounter. Despite the fact that many NGOs are hesitant to spend in this new, expensive media, others have had excellent outcomes. Greenpeace utilised virtual reality headsets at Glastonbury to increase charity sign-ups and created a virtual reality app that allows individuals to explore geographical regions under peril (BLASZCZYK, 2018).

Social Media Strategy Recommendations

SaGG Foundation can use the above goals and recommendations to create an effective social media strategy which will help them increase engagement, followers and reach on the social media channels. Also, it was found that the charity does not utilizes all social media channels, this will lead to losing out potential audience, therefore SaGG Foundation should be create its presence on all channels such as TikTok, Snapchat and Pinterest. Also they should keep up to date to industry trends such as using influencers & new technologies which will help generate more awaresness about the charity.

Below is a short video on Education Stories of Girls Empowered & Educated by SaGG Foundation-   

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Above is the Consumer Persona for SaGG Foundation provided on the basis of the report given by the Founder of the SaGG Foundation. Meet Olivia Wilson whose 29 years old and is an influencer residing in London, United Kingdom. She is an influencer whose goal is to create awareness and help charities for girls education in any ways possible, she also wants to eliminate gender discrimination and abuse towards the girls. Consumer research which means gathering data scientifically based on the audience data which was conducted based on the insights from all the social media habits the consumer tends to interact more during festivals and commenting by wishing. As seen there are not much number of comments but there are a substantial number of shares and re-tweets. Consumers are not commenting and liking the post so much mainly because there is lack of CTAs which can be improved. 

 

Content metrics above are generated through Instagram and Facebook audience report with 72.9% women on Instagram between the age group 25-30 years and 52.3% men on Facebook between the age group of 34-44 with top cities and countries stated above. These are the target audience that SaGG Foundation should focus on. 

Above is the social media audit on the basis of company, competitors and consumers which was done by analysing all the social media channels. Read more to know about what people are talking about when it comes to girls education below. 

 

Some important things that people are talking about in girls’ education are:

What girl child education is? Why female education is important? What is girls’ education in Nigeria? Why girl need education?

 

 

The successful industry trends are storytelling for real-life videos educating people about why girls’ education is important and all other questions that we know people are talking about in the above figure and how you can change the lives of girls by donating or sponsoring. Collaborations through Instagram by influencers are the best way to create awareness as they have a good reach of audience and adding hyperlinks to increase shares and re-tweets can also create brand awareness. 

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Social Media Listening

The SaGG Foundation is a non-profit organisation which seeks to sustainably empower girls and women in The Gambia through education.

The mission is to realise a Gambia where every girl is given equal access to education to reach their full potential.

Non-profit organisations are most often managed by a small team of members or volunteers, that work within a stringent budget, and therefore traditional marketing and advertising methods, or even E-marketing carried out through organic search engine optimization techniques, could prove to be a rather expensive route to take. Favourably, there are various tools and amenities made available for non-profit organizations on social media. 

Social media is a multifaceted growth strategy for organisations, covering a combination of applications, or social media platforms such as, Instagram, Facebook, Twitter, Pinterest, and LinkedIn being the top game players in the industry. 

The SaGG Foundation has an online presence on Instagram, Facebook, Twitter and LinkedIn, in addition to its own official website.

Social Media Audit

The present social media interaction of the SaGG Foundation is rather monotonous and disengaging in nature. Instagram, Facebook and Twitter contain the same number of posts with identical content that could prove to be disadvantageous as far as viewer engagement goes.  

Engagement Overview of SaGG’s social media platforms:

Facebook has a total of 3067 followers, the highest number of followers as compared to Instagram, Twitter and LinkedIn, with an average number of likes and comments ranging between 10-20 likes, and 2-3 comments per post, respectively. 

Facebook also has a higher reach (4795 users) when compared to Instagram (915 users) as of March 2022 (Appendix 1.) Whilst, Twitter has the least number of followers and engagement rate, with a total of 176 followers with an average of 15-20 likes and 2-3 comments per post respectively. 

Based on this specific information, we can conclude that Facebook brings about the maximum reach among all the other social media platforms, and Twitter bringing the least. 

For the intent of this report, we will be focusing on Facebook and Instagram, as these platforms contain the most number of followers. 

Instagram:

The SaGG Foundation posts regularly on Instagram and is up to date with the latest trends that includes story highlights and Instagram reels. 

The page also follows a constant colour theme, which translates to a more aesthetic and uniform layout design. 

However, the content used in making these story highlights and reels could be enhanced. For instance, Instagram notifies you with pop-up updates for trending songs or audio that have a high number of views, that could be used to make a reel, which translates into increased viewer engagement. 

Another customary yet highly essential feature on Intagram is the use of relevant hashtags. It can be observed that hashtags are not used in many of the posts, and if used, only 4-5 keywords are being considered for that particular post. It is always beneficial to include over 10-15 keywords as hashtags that is relevant to the content being shared and in turn increase viewer engagement. 

Additionally, a fund raiser could be launched on the Instagram page, which poses as a direct link to donation for the girls’ education (Appendix 2.) 

Below is a table showcasing the engagement rate of posts between 29^th March and 14^th March 2022.

Engagement Rate = Total Engagement / Total Followers x 100% (Keyhole, 2020).

Facebook:

The content on Facebook is identical to that of Instagram. It can be observed that the exact same posts are being shared across all the social media platforms, that could affect the overall viewer reach and engagement. 

As seen on (Appendix 3.) the age range of the target audience varies between Facebook and Instagram. 

Instagram seems to be having a younger audience as compared to Facebook, and we could also observe the difference in the gender demographic, where Facebook has a higher engagement with the male audience. 

These insights could prove to be rather essential information, as it helps in the process of content creation and design, as different target audiences have varied tastes and interests. Therefore, refraining from sharing identical posts and including different media across the two social media platforms could prove to be a boon for the Foundation. 

The engagement rate of the latest posts on Facebook is rather low. This could be improved by optimizing keywords, and keeping the captions short, quick to read, and engaging at the same time. This could capture viewers’ attention quickly and entice users to stop scrolling and engage.

Engagement Rate = Total Engagement / Total Followers x 100% (Keyhole, 2020).

Competitor Analysis:

A competitive analysis can help you learn the insights of how your competition works, and identify potential opportunities where you can improve and adapt to growing new strategies. 

For this audit, we are considering CAMFED and Actionaid, who have similar goals and objectives. 

CAMFED and Actionaid participate increasingly on Facebook, Instagram, Twitter and LinkedIn.

CAMFED in particular collaborates with inspiring and well-established women that are recognised in their field of achievements, by carrying out Q&A sessions, IGTV videos and reels, in order to inspire young girls to go out and achieve their goals. 

Content like this could draw in higher engagement among viewers. CAMFED is also highly active on Twitter, and are a part of various resourceful and educational events. 

Actionaid, has over 2000+ posts on both Instagram and Facebook, while the engagement rate is rather low as compared to CAMFED. 

Actionaid is a global non-profit organization, and covers real time issues and activities. The organization shares numerous images and videos on their pages, that leave a gripping impact on the audiences. Emphasizing on the severity of the issue through multi-media content such as images, and live videos, could bring out the feeling of concern and affection among viewers, therefore directly increasing engagement time on the social media pages. 

The SaGG Foundation would benefit greatly, by including such strategies and tactics, as it shares similar or corresponding goals. 

Recommendations:

Based on the collected information, the primary suggestion for the SaGG Foundation, is to include diverse, and varied content across all its social media pages. 

(Appendix 3.) shows the distinct comparison between the audience demographic, on Facebook and Instagram which proves a very important point, which is, content choice among the viewers. Different groups, prefer different media, hence adapting to various content choices is essential. 

Based on (Appendix 4.) Facebook remains the leading social media platform used by marketers, in order to capture high engagement and interaction. Therefore posting content with optimized keywords and engaging media could prove to be beneficial to the Foundation. 

(Appendix 5.) showcases Gen-Z as a social group, of which 52% of the population donated to charities via social media. This proves that targeting Gen-Z could be an advantageous outcome for the organization. The statistics from a Business Insider survey back the known fact, showing that 65% of Gen-Z checks Instagram on a daily basis, while only 34% does the same on Facebook. 

SaGG Foundation could focus on targeting Gen-Z to a greater extent, as this particular social class is defined as the class to be more dynamic and responsive when it comes to advocating for a social cause.   

The Foundation could do this by inculcating the latest social media trends such as Instagram reels containing trending audio, IGTV, experimenting into the TikTok world, and carrying out Influencer Outreach programs that have been adopted by similar non-profit organisations as mentioned earlier in the competitor analysis section of this report. 

References:

BigCommerce. 2022. What is a social media audit? Optimize your social media for ecommerce | BigCommerce. [online] Available at: <https://www.bigcommerce.co.uk/ecommerce-answers/what-is-a-social-media-audit-how-to-do-it/> [Accessed 31 March 2022].

Keyhole. 2022. How Do I Calculate Engagement Rate?. [online] Available at: <https://keyhole.co/blog/how-do-i-calculate-engagement-rate/> [Accessed 31 March 2022].

Social Media Marketing & Management Dashboard. 2022. 23 Simple Ways to Increase Facebook Engagement (Free Calculator). [online] Available at: <https://blog.hootsuite.com/increase-facebook-engagement/> [Accessed 31 March 2022].

White, C., 2022. What’s a Competitive Analysis & How Do You Conduct One?. [online] Blog.hubspot.com. Available at: <https://blog.hubspot.com/marketing/competitive-analysis-kit> [Accessed 31 March 2022].

Social Media Marketing & Management Dashboard. 2022. Social Media for Nonprofits: 11 Essential Tips for Success. [online] Available at: <https://blog.hootsuite.com/social-media-for-nonprofits/> [Accessed 31 March 2022].

2022. [online] Available at: <https://sproutsocial.com/insights/facebook-stats-for-marketers/> [Accessed 31 March 2022].

https://www.instagram.com/saggfoundation/

https://www.facebook.com/SponsoraGambianGirl

https://www.saggfoundation.org/about-us.html

https://camfed.org

https://www.actionaid.org.uk

Appendix:

Appendix 1.

Appendix 2.

Appendix 3.

Appendix 4.

Appendix 5.

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Empowering Girls in The Gambia

Sponsor a Gambian Girl (SaGG) is a non-profit organization which seeks to sustainably empower girls and women in The Gambia through education. Convinced that a better future is built and maintained through education, and conscious of the fact that millions of girls around the world lack basic support to access quality education, SaGG intends to focus its intervention on linking schoolgirls in The Gambia  with potential sponsors in the United Kingdom, Germany and other countries.^[1]

The client SaGG is looking at enhancing their digital marketing tools and practices to grow their online presence and awareness. For this the WBS Social Media Clinic has conducted with a review and social media audit of SaGG four social platforms

A social media audit helps you understand what’s happening on each network. You’ll be able to spot at a glance ^[2]:

• what’s working and what’s not
• whether impostor accounts are stealing your fans
• which outdated profiles you need to revive, repurpose, or shut down
• new opportunities to grow and engage your audience.

Company Audit

While SaGG has a presence in all 4 major social media networks, the content is duplicated and not curated towards the individual platform target market. Audience consume content differently across the various platforms, thus the repetitiveness, lack of diversification and platform relevant content by SaGG is the reason for its low engagement rates across all channels.

Social listening allows you to track sentiment in real-time, so you can know right away if there’s a significant change in how much people are talking about you or the mood behind what they say. It’s like an early warning system that alerts you to positive and negative changes in how your brand is perceived online ^[3] Due to the lack of engagement in SaGG platforms, a detailed social listening exercise was challenging to complete and gain insight of the audiences’ sentiment.

Consumer Audit

The SaGG Foundation‘s primary target audience consists of women aged between 21 and 40, with a university background, and interested in gender equality, women’s education, and activism. The charity manages to reach this audience on Instagram, where the percentage of female users is much higher than that of male users (72.9% vs. 27.1%) [4]. However for Facebook, their male audience have a slighter greater presence (52.3% vs. 47.7%) . However, both platforms address the right audience in terms of age, as most followers are aged between 18 and 44 [4].

Competitor Audit

For a competitor analysis, Plan International UK was reviewed. This NGO was chosen for their style of communication. Referring to the image above, it is noticeable that, while the messaging on the content is same, the style of communication is differentiated based on the social media platform used. This is very important to note as followers consume these platforms very differently.

Recommendation

1. SaGG Foundation needs to align its brand content on all digital platforms. While the logo and website are predominately in a deep Maroon shade. All social media messaging is in pink. While it is understood that the main target are females and the pink might be more appealing, there is a lack of brand recognition and continuance from website to social platforms.
2. Content needs to be communicated differently by platforms.While the messaging can be the same, the tonality and structure needs to change. For example, LinkedIn talks to more business-minded individual and B2B communications. Messaging here should be based on how to attract more corporate sponsorship, with infographics. The chart below shows a comparison of the different social media platforms and how followers consume the content.

References

[1] SaGG Foundation (no date, a). Sponsor a Girl Child The Gambia. SaGG Foundation. Available from https://www.saggfoundation.org/about-us.html [Accessed 28 March 2022].

[2] How to Conduct a Social Media Audit. HootSuite. Available from https://blog.hootsuite.com/social-media-audit-template/  [Accessed 28 March 2022].

[3] What is Social Listening, Why it Matters, and 10 Tools to Make it Easier. HootSuite. Available fromhttps://blog.hootsuite.com/social-listening-business/ [Accessed 30 March 2022].

[4] SaGG Foundation (no date, c). SaGG Social Media Audience Report. Blackboard. Available from Blackboard (Social Media and Content Marketing module) [Accessed 30 March 2022].

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