Power of a girl means the idea that women and girls should be. confident, make decisions, and achieve things independently from men.

Women and Girl power starts from admitting the fact that we are truly women first. We begin from there; we make the decision, trust others, influence others and lead from there. Upon doing that, we inspire other women to embrace, encourage and celebrate women’s empowerment, independence, confidence, and strength. This is how you will develop and own your power and take fully control of your life.

Let’s begin with the Aspirational role model who empowered women all these years

This is just a small example. More example Click Here!

‘We teach girls to shrink themselves, to make themselves smaller, we say to girls, “You can have ambition, but not too much. You should aim to be successful, but not too successful, otherwise, you would threaten the man.” …But what if we question the premise itself? Why should a woman’s success be a threat to a man?

‘I want to be respected in all my femaleness because I deserve to be.”

– Chimamanda Ngozi Adichie, TED Talk x Euston; We should all be feminists, 2013

 This speech has all my attention, and I can't ever feel more agreed.

When I heard the author Chimamanda Ngozi Adichie speaking on TEDxEuston, I was touched. I was impressed because I am a woman, I am a girl, and I am an individual who is told to do well with housework, keeping silent, making yourself small, and being smart but need to act naive about all these sorts of things that lead to one goal which to find a good husband. Her message implies that women nowadays have every right to own their life and develop power. Women can be successful and ambitious like every man does, and women can have different roles and abilities that make them more powerful and influential. She reminded us that women with confidence and courage would inspire other women and strengthen their dreams. Not to mention her definition of feminism is so respectful for both genders.

Quotes on Women Power and Empowering other women

Another speech that shows how women can empower one another is Megan Markle’s speech in front of hundreds of girls in South Africa. Her emotional and aspirational speech reflected with me (specifically, with the young girls who were listening in person.) I can tell that from that moment, she inspired them to think higher, to be better, to never give up, to hope more and to accomplish more. The message that Megan has passed to the girls will give them value in life today and in the future. I still remember the day that one word from my very close friend let my inner out and changed my life forever. 

So, let’s honor women’s empowerment! Let’s acknowledge the bravery and assurance that women exhibit when they accept their own power.

Regardless of being criticized or judged and even with societal pressure or gender inequality, women confidently embrace their power by making professional and personal decisions and refusing to allow society to guilt them into apologies for making those decisions.

Why is empowering girls and women so important?

The wellbeing, social and economic prosperity of families, communities, and nations depend on the empowerment of women.
Women can reach their full potential when they are living safe, secure, fulfilled, and productive lives resulting in the advancement of the workforce contributed by women's skills and a happy family environment that benefits children to be healthier. Empowering women also benefits society and helps fuel the economy and humanity on a large scale. 
An essential part of this empowerment is education. Educated girls are less likely to get married at a young age due to eight-year education and contribute to a meaningful life patch pursue goals and careers which help develop the country's economic advantages.

Endorse the Women’s empowerment principles 

Establish the correlation between the UN Global Compact and UN Women. The Women’s empowerment guidelines are utilized to empower women and enable women to have greater equality in the work industry, marketplace, and community. Therefore, The seven principles are adapted from the Calvert Women’s Principles®. In additional, This practice is gathered from real-world business practices and suggestions to ensure gender equality of women in businesses, and other stakeholders will benefit from it. 

The seven principles are: 

• Principle 1: Establish high-level corporate leadership for gender equality
• Principle 2: Treat all women and men fairly at work – respect and support human rights and nondiscrimination
• Principle 3: Ensure the health, safety, and well-being of all women and men workers
• Principle 4: Promote education, training, and professional development for women
• Principle 5: Implement enterprise development, supply chain, and marketing practices that empower women
• Principle 6: Promote equality through community initiatives and advocacy
• Principle 7: Measure and publicly report on progress to achieve gender equality

The gap between sex-disaggregated should be close for the better. UN reported that The increase in women’s labor force participation rate due to the increase in women’s access to education has show delays in marriage and childbearing and makes women less vulnerable to violence. 

With these principles, society and the workplace are safer and healthier for both men and women and display equality in human rights which will contribute to equal access to power, resources, and opportunity as well as women and men will be treat with dignity, fairness, and respect. 

Here Is 15 tips to make you feel more powerful in an instant

Women own their power by doing whatever they want to, and by doing that they are showing their confidence and be able to  

Standing and Supporting girls and women and empowering them can be done in various ways. With a little hand from everyone, better and more hope for every girl is possible, especially those girls in an undeveloped country. 

1. Help Girls stand up for themselves: In an unhealthy family, girls experience domestic violence and sexual assault. To teach them and train them to strive for a healthy family relationship that penetrates every area of life. 
2. Contribute to girls’ education. Girls who have access to proper education typically live longer, make more money, and provide their offspring with better health care and educational opportunities. However, some girls got denied their right to study. By providing a girl with sponsorship, you can empower her to pursue an education and reclaim the rights she is deserved. This is a crucial technique to empower girls. So, they can develop into leaders of their generation and the ones after that. Here is where to sponsor girls. Help Educate girl.
3. One of the ways that you can help empower girls around the world is to advocate for the Keeping Girls in School Act. You only utilize your voice, your signature, and your network of influential would make changes. The house of Representatives received the Keeping girls in School Act in an effort to promote empowerment, economic, security, and educational opportunities for teenage girls around the world. This law allows the U.S. government to continue encouraging and promoting Girls’ education over the world and to develop progressive tools and strategies to hasten the impact
4. Empower girls through Sanitation and hygiene kits: According to a UNESCO report estimates, one in ten girls in Sub-Saharan Africa skip school while they are menstruating. Three out of ten girls miss school for the same reason in Afghanistan and Nepal. You can also help fill this gap by supplying menstrual hygiene kit. 
5. Empower girls through their dreams. It can be overwhelmingly difficult to think of getting out of a poverty situation. However, hope, dreams, and faith will open our eyes to the possibility of it. Many girls have an ambitious goal, including becoming doctors, teachers, or policewomen so they can improve their families and their life quality.

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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-   

The post SaGG (Sponsor a Gambian Girl) Foundation | Social Listening Report first appeared on wbsdigital.

The SaGG foundation’s current social media use and presence :

The SaGG’s foundation social media performance and engagement :

While analysing the SaGG foundation’s social media networks, we can clearly notice that they are most active on their Facebook, Instagram and twitter where they post various content on a daily basis and try to keep the interaction with their followers. Yet, despite the fact that they have a really good posting frequency on most of their social media platforms, we can see that the audience’s response or behavior towards it is very unsatisfactory. Indeed, the engagement rate, which are metrics that track how actively involved with your content your audience is are in this case very low. The foundation has over one thousand and six hundred followers on their Instagram page but they only manage to get an average of ten likes per post which is the same case on their Facebook and Twitter pages as well. This can mostly be explained by the inactivity of their followers or by the lack of new content posted on the platforms. The foundation chooses to recycle its content on all its pages, uploading the same things on their Facebook, Instagram and twitter all at the same time. Moreover, they are losing audience retention, which is due to the fact that the content posted on their platforms is very redundant. Each app has its own algorithm and audience which means the content needs to be adequate to the platform so it can resonate well to the right audience. Furthermore, here, the foundation should think of going from cross posting to cross promoting.  

Competitors social media presence :

Industry Social Trends[1]

Company Social Goals and Content Recommendations

• Lower the rate of cross posting or post recycling[1] and think of switching it to cross promotion
• Increase quality of videos and pictures will help the user’s engagement and make them trust and believe more in the institution.
• Creating a content plan and instore content scheduling will help with the consistency and measure the efficiency of each content on each platform.
• Content diversification between each platform. Different content pillars and creation of various posts depending on the app used.
• Showing more results or giving more information on what the foundation has already achieved would show the transparency of the institution so users will feel reassured to where their donations will be going.
• Focus more on the storytelling[2] because for charities it’s the main aspect of a good social media presence.
• Think of creating a newsletter on the foundation’s website to keep in touch with people that are involved in the charity.
• Develop and create content for YouTube actively. It can be used to promote on YouTube itself but also on other platform to highlight the quality of the content made.
• Create a Tiktok account, it is the biggest social media at the moment, which will help reach another target audience and raise awareness.
• Define a clear and concise tone of voice[3]. This will help keep the brand cohesive on all its platforms in terms of graphics, fonts or colors.

[1] https://sproutsocial.com/insights/social-media-trends

[1] https://blog.hootsuite.com/cross-promote-social-media/#:~:text=Cross%2Dposting%20is%20the%20process,time%20you%20need%20to%20post.

[2] https://everyonesocial.com/blog/digital-storytelling/#:~:text=If%20we%20want%20to%20go,to%20create%20a%20compelling%20narrative.

[3] https://www.semrush.com/blog/how-to-define-your-tone-of-voice/

[1] https://www.widen.com/blog/collaborative-marketing-solutions

[2] https://allgoodtales.com/include-storytelling-digital-marketing-campaigns/#:~:text=Storytelling%20is%20one%20of%20the,and%20services%20are%20ever%20changing.

[3] https://www.socialmediaexaminer.com/social-audio-what-it-means-for-marketers-and-businesses/

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“We imagine a Gambia where every girl is given equal access to education to reach their full potential.”

Sponsor a Gambian Girl Foundation, 2022

SAGG SOCIAL MEDIA AUDIT

Sponsor a Gambian Girl Foundation is an NGO seeking to empower girls in The Gambia, mainly through education (SaGG, 2022). As a charity organization, it is helpful to use social media in order to raise awareness and speak of the benefits of sponsoring young girls, the achievements of the Foundation and aims for the future.

1. SaGG Social Media Analysis

We will start by assessing what the SaGG Foundation currently does in relation to social media.

SaGG is available on all the relevant social media channels: Facebook, Twitter, LinkedIn, YouTube and Instagram. This allows them to reach a larger audience, form personal connections, educate their audience and acquire more sponsors.

• The Instagram channel has 1660 followers, 468 posts, an average of 12 likes, 25 views and 2 comments.
• The Facebook page comes in first with the highest number of followers. They have 3000 followers, an average of 10 likes, 70 views and 1 comment.
• Their Twitter channel has 176 followers, an average of 8 likes, 1 comment and 2 retweets.
• Their LinkedIn has 806 followers, an average of 3 likes, 2 re-shares and 1 comment.
• Their YouTube channel has 8 subscribers, 5 videos and an average of 80 views.

 

SaGG’s Social Media pages

In terms of engagement KPI it is clear to see that Instagram has the highest audience engagement. However, there are various recommendations that will be provided throughout this blog which can boost followers, engagement rate and reach for the SaGG foundation on their social media channels.

In the below infographic we will further analyze the social media channels and performance:

Through primary research we found that SaGG uses similar content on all social media platforms which could be repetitive to their audience. Using different types of content that’s most effective to a respective platform will increase their engagement rate. Furthermore, their social media channels don’t quite have an aesthetic/theme that portrays their brand image. For example, their Twitter has the same cover image and display picture while LinkedIn doesn’t have a cover image at all. They must create an overall appearance with colors, images and layouts that match a certain theme that is more visually appealing. We also analyzed that SaGG’s tone of voice on all their channels is consistently motivating and uplifting; it encourages people to donate and educates the audience about issues in Gambia.

2. Consumers’ Social Media & Content Habits

The SaGG Foundation, like any other company, must have a target audience to aim their content at on social media. Companies used social media to share content-based information to enhance their connection with target audiences, which was vital to increase awareness and reach a narrower segment with programmed messages (Shawky, et al., 2019).

SaGG should target males and females alike, of the ages 25-70 year olds as they would most likely have a job and be able to afford to sponsor a child. The below data displays the social media demographics for SaGG Foundation.

Facebook and Instagram Demographics

SaGG’s target audience should be people who are empathetic in nature and are passionate about philanthropy. SaGG welcomes sponsors from all over the world, and therefore the target audience are global citizens. While creating content on social media, it helps if the company has a persona in mind that they are targeting. When a brand humanizes itself and understands their consumers’ feelings, they are likely to create strong bonds and loyalty (Thomson, 2006).  An example of SaGG’s target audience is illustrated below in 2 consumer personas created.

Consumer Personas

3. Assesment of Competitor’s Social Media Presence

Through primary research, two main competitors were selected for the SaGG Foundation:

• PLAN International: This global children’s charity works with children in some of the world’s poorest areas, ensuring they can access health, education and equal opportunities. They focus on girls by helping with issues like lack of education, child marriage, harassment and sexual exploitation (PLAN International, 2022).
• Action Aid: This NGO works with girls living in poverty, dedicated to ending violence and creating a better future for females. (Active Aid, 2022).

Analysis of Competitor’s Social Media Channels

PLAN International & Action Aid’s social media channels

Both competitors have a larger following on all social media platforms which is normal as they are much larger NGO’s. However, they’re great for SaGG to benchmark with. Their content on each channel is unique which allows them to gain higher engagement. In terms of comparison, SaGG Foundation’sengagement is lower than their peers, the competitors use Instagram Reels, Stories, LinkedIn articles, Twitter hashtags and Facebook groups to form a community on social media. They target their audience’s emotions through their elaborate captions while also educating them using statistics and informative videos. PLAN International also uses polls, Q&A’s and user generated content on their social media stories while Action Aid uses appealing CTA’s, posters and infographics. Both NGO’s also use philanthropic topics that are currently trending to reach a wider audience, for example the #DonateToUkraine hashtag. An example of such content can be shown below.

PLAN International’s Reel on Instagram about Women Education

Action Aid’s Content Regarding Ukrainian Crisis

4. Industry Social Media Trends

Through our competitor analysis, we found certain trends in the industry which are being used on social media that SaGG would benefit from to gain a larger audience and higher engagement.

5. Social Media Recommendations

Based on extensive research on industry competitors and trends, recommendations can be provided to SaGG on how to increase their social media potential.

1.  Stay up to date with trending topics: the social calendar is full of meaningful philanthropic events which can be posted about using hashtags to reach a wider audience. For example: Breast cancer awareness month, International Day of the Girl Child, Women Empowerment, etc.
2. Be more active: social media algorithms allow audiences to see posts from pages that are consistently posting powerful and creative content. Companies should post 3-7 times / week on Instagram, 1-2 times / day on Facebook, 1-5 times / day on Twitter and 1-5 a day on LinkedIn- companies need to experiment with their content and the key is to be consistent (McLachlan, 2022).
3. LinkedIn: This channel is mainly used by professionals, and therefore posting educational articles or reports would boost the content’s performance and educate potential donors to sponsor a Gambian girl child.
4. Interact with audience: it’s important to form a deeper connection with your audience through community management, stories, polls, Q&A’s, reshares and interactive posts. This results in consumers being more interested and earning more about SaGG and how to donate.
5. Humanize your Brand: create an aesthetic that personally appeals to the brand image, and post more content about the founders, what they are passionate about, behind the scenes and the mission of SaGG. Use the art of storytelling through captions, infographics and posts. This increases engagement and allows consumers to be more loyal to your foundation.

Example of SaGG Story on Social Media for International Day of the Girl Child with Call to Action

References

https://plan-international.org

https://www.actionaid.org.uk

https://www.saggfoundation.org/

McLachlan, S., 2022. How Often to Post to Social Media in 2022. [online] Available at: <https://blog.hootsuite.com/how-often-to-post-on-social-media/> [Accessed 31 March 2022].

Shawky, S., Kubacki, K., Dietrich, T. and Weaven, S., 2022. Using social media to create engagement: a social. [online] Available at: <https://www.proquest.com/docview/2237461120?accountid=14987&pq-origsite=primo>

Thomson, M., 2022. Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to…:. [online] Available at: <https://web.p.ebscohost.com/ehost/pdfviewer/pdfviewer?vid=0&sid=e614603f-85a8-4282-9add-9248e0fbd3f5%40redis>

The post SaGG Social Media Audit first appeared on wbsdigital.

This Social Media Report which is created to understand and identify how the “Sponsor a Gambian Girl (SaGG) Foundations utilizes their social media platforms to reach a wider global audience to gain financial aid for them to continue their efforts to work as a non-profit organization which supports the well-being and education of young Gambian girls. 

This analysis will aim to provide information on how the SaGG foundation has utilised their social media, a comparison between their competitors acting in a similar capacity and recommendations on content that SAGG could use to expand their social presence across the platforms. 

Social Media Listening

This marketing tool is used to understand the trends and discussions that are currently happening in the entire industry, to narrow down why users are engaging in a specific trend. In this scenario the market that SAGGfocuses on would be providing education to girls in The Gambia.   

To depicts what the general consensus is for the SAGG Foundation when compared with one of their direct competitors, the ABAANA Foundation is a prominent counterpart. ABAANA is a charity that focuses on providing education for African Children to overcome poverty. The statistics below visualize that apart from Instagram, SaGG is ahead of the competition when it comes to Likes. When looking into the SaGG foundation’s reach across their social platforms, the graph below clarifies that Instagram is where their core audience lies.

But even though the SaGG foundation has a higher number of followers when compared to ABAANA, the latter is higher when it comes to engagement. They have more likes comparatively, which means that their posts have managed to capitative the audience. 

The following graph visualizes the last three posts both organizations have posted on Instagram and Facebook. It is evident that even though APAANA has less followers, their content could be considered as much more engaging than SaGG.

It is quite difficult to narrow down the audience’s point of view which in case would be the sponsors or donors. This is due to SaGG not having have any comments on their last three posts which if compared to ABAANA had more engagement by the audience in the form of comments. 

When looking into the social trends followed by the entire industry, it important todraw comparisons from a industry giant which is UNICEF. The biggest difference which could be seen between all of these organizations that are operating in a similar capacity is the quality of the content and the clarity of the message they wish to communicate.

Having engaging posts with call to action and hashtags effective used and having content which needs to be captivating is essentials charitable organizations are a very competitive industry.

Social Media Goals and Recommendations

After going through all the content that the SAGG foundation had published throughout their social life span, it is clear that the foundation follows a certain brand image. Their video content follows the same suite and has the same outlook as their social posts.

Organisations such as UNICEF has a very dynamic social media feed as seen above and tends to derive from their format occasionally. Since the target market should not be limited for charitable organizations as the goal should be focused on attracting all demography’s without limiting themselves.

The SaGG foundation already has a multitude of content which could be amicably used in their posts, and it could be argued that a redesign of their posts and content would the give the entire foundation a fresh new outlook in their social platforms.

The following image is of a post that SaGG had published about one of their conversations with a guest speaker. They had followed the same formatting which are used on their other posts, but the main area of concern would be that there is a lot of time which could be used more effectively. The message could be delivered with much more impact since the necessary assets are already in place.

The post below is a recommendation which the foundation could use as a reference for their upcoming social media video content.

The content is very thorough, and the entire ratio of the post is used to display critical information that the audience will constantly reatain whilst focusing on the subject matter of the post. More attention is given to the message rather than the speaker. The main reasoning behind such a substantial change would be to captivate the viewer as soon as they come across the post. The post may influence the viewer to repost it or share it. 

The posts below are a few examples of SAGG’s Instagram stories.

Stories of this nature are very unconventional in the year 2022. Most Instagram users tend to unfollow pages that are not up to date with the quality of their social posts. Instagram stories should generate brand awareness whilst building a meaningful relationship with the audience. When looking at the Instagram story which was published by the SAGG foundation, even though there is a strong message lying behind the story, the user isn’t influenced enough to find out more about it.

The video above is another Instagram story which could be implemented by the SaGG foundation. The aim of this story is to provide a teaser for the audience so that they become genuinely curious to swipe up. Very simple elements are used to provide only the necessary information for the user to push them to enter the SAGG foundation Instagram or Facebook page.

In conclusion, it could be seen that the SaGG foundation uses a fixed structure when creating content for their social media and when comparing with other non-profit organizations, the use of organic and captivating footage always tends to capture the attention of the audience. It is always better to derive and try new things as social media is a platform which will evolve at a very rapid state.

The post Social Media and Content Marketing Report first appeared on wbsdigital.

Sponsor a Gambian Girl is a non-profit organisation dedicated to educating and empowering girls and women in The Gambia. SaGG aims to target its efforts on connecting Gambian schoolgirls with potential sponsors in the United Kingdom and throughout the world. Sponsors are mostly engaged through the SaGG Foundation’s website and social media. As a result, a social media listening exercise was conducted for the SaGG foundation to determine the marketing efforts that the foundation has employed for its social media accounts between January 1 and March 24 of 2022. 

Primary Summary

To begin the existing social media accounts of SaGG Foundation was investigated using SEMrush to identify the total audience, total posts, and engagement across all social channels. The main social channels of the foundation are Facebook, Instagram, LinkedIn, and Twitter. The total audience for SaGG Foundation in all social media accounts to 5421 followers. In relation to activities, there has been an increase in the number of posts (86 posts) in all social channels in this period compared to the previous. However, engagement on these posts is decreasing, except for Twitter, which is increasing. All social media platforms associated with SaGG are linked to their website. 

Audience Demographics

The majority of SaGG foundation’s social media following is made up of women within the age bracket of 25-44 years rather than men. Though the gender divide in Instagram following is stark, with 72% of females and only 27% of males. This is not the situation with Facebook, where the difference is insignificant.

Most Engaging Posts

Above is the most popular content published across all social media channels during this period. This was an appreciation post with a positive sentiment on the foundation and its accomplishment. 

The above are the top performing social media posts on Facebook, Instagram, and Twitter. When compared to other platforms, it can be argued that Instagram has a higher number of engagements. However, vast majority of posts are either unengaged or get only a reaction or likes, indicating that audience’s habit of engaging through comments is modest to non-existent.

The activities on SaGG Foundation’s social media accounts were found to be positive or neutral sentiment towards the topic that were published. Most of the content published aligns with foundation’s vision to support Gambian girls, the value of female education and the success stories of the girls that has been sponsored. 

Hashtag Analysis

30 significant hashtags for SaGG Foundation were discovered from numerous posts across all social media platforms, with #educategirls, #education, and #supportgirlseducation being the most popular.

Competitors

In respect to this report, charities in The Gambia that are working for similar causes must be considered to identify and compare social media activity.

Competitor Analysis

In terms of engagement SaGG Foundation’s audience, activity, and engagement are lower than its peers’, suggesting that it must improve its social media presence with engaging content like stories and reels.

Content and Posting trends of Sagg Foundation and its Peers

In terms of frequency of posts, SaGG Foundation is observed to be more active on Instagram, Facebook, and Twitter. SaGG Foundation’s most popular post type is photo, followed by video. Carousel, on the other hand, has been used on Instagram.

SaGG foundation’s engagement rate per post is very low across all platforms, even though the number of posts on one of the platforms is higher, it yields very low engagement rate when compared to other organisations, which is a concern that must be addressed.

The top contents for other organisations included support for children’s education and how they transforms lives, as well as gratitude to the charity community for their efforts. The Ukrainian issue was also one of the most popular topics.

Even though other organisations have committed to the Ukraine crisis, SaGG and Camfed has yet to do so on any of its social channels

In terms of general aesthetic, all SaGG social media channels have the same pink colour tone, which appeals to a female audience. However other organisations have gone with a neutral outlook.

Girls Education & Charity Industry Social trend

Girls education is one of the most popular hashtags on SaGG’s social media platforms, this report investigated into the global social trend for girls education. The interest in this keyword peaked between the second and third weeks of February, according to the analysis Afghanistan and African countries were the most popular by region. According to BuzzSumo’s content analyzer, the sentiment towards this keyword is positive, with the top emotion being Love.

Since SaGG Foundation is a non-profit organisation, the report also investigated the social trend for charity. The interest in charity has always been strong, but it spiked in the latter week of February this can be because of the Ukrainian crisis, it was also discovered that the ideal day to post about charity is on Friday as the level of engagement is higher.

Social Media Goals & Recommendations

Knowing how SaGG Foundation compares to its peers in terms of brand awareness, post volume & engagement, channels where customers communicate, and sentiments allows to explore and find out the reasons behind other organisation’s success, so to alter strategy and catch up. One of the SaGG Foundation’s goals in this scenario should be to get closer to Child fund International and SOS-Children’s-Village, is to acquire large audience, improve engagement rate and develop gender-neutral content that caters to all audience.

Below are recommendations for SaGG Foundation in view with the analysis

• The present image on the Facebook cover page needs to be replaced with more relevant image
• Use Facebook Live to promote fundraising events, which encourages donors to donate more.
• Create content to build a community for volunteers to join the SaGG Foundation
• Creating a TikTok channel is an efficient strategy for SaGG Foundation to capture the attention of potential audience via Reels and increase engagement.
• Develop attention-grabbing content that increases engagement among male audience
• Request followers to post content with the SaGG Foundation tag to their social media networks.
• Create and share content for stories about SaGG Foundation’s accomplishments, as stories get more views than routine posts.
• Increase engagement and visibility by tagging other organisations and individuals in SaGG Foundation Instagram stories and posts.
• Advertise SaGG Foundation Twitter account to other social media channels
• Engaging with other Twitter accounts enhance the likelihood of the post being retweeted to their followers.

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