genderequality - wbsdigital https://wbsdigital.co.uk Thu, 31 Mar 2022 14:43:09 +0000 en-US hourly 1 https://wordpress.org/?v=5.9.13 SaGG Foundation- Social Media Audit https://wbsdigital.co.uk/2022/03/31/sagg-foundation-social-media-audit/ Thu, 31 Mar 2022 14:36:31 +0000 https://wbsdigital.co.uk/?p=635 Sponsor a Gambian Girl (SaGG Foundation) is a non-profit organisation dedicated to long-term empowerment of Gambian girls and women through education. SaGG intends to focus its intervention on connecting schoolgirls in The Gambia with potential sponsors in the United Kingdom, Germany, and other countries. SaGG is convinced that education is the foundation for a better future, and aware that millions of girls around the world lack basic support to access quality education.

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Tracking mentions and conversations about your brand on social media sites, then evaluating them for insights to find opportunities to act, is known as social listening. (Newberry, 2021)

 

Sponsor a Gambian Girl (SaGG Foundation) is a non-profit organisation dedicated to long-term empowerment of Gambian girls and women through education. SaGG intends to focus its intervention on connecting schoolgirls in The Gambia with potential sponsors in the United Kingdom, Germany, and other countries. SaGG is convinced that education is the foundation for a better future, and aware that millions of girls around the world lack basic support to access quality education.

 

Any instrument or service that makes use of telecommunication technology, including digital media, to facilitate the production and exchange of data, information, and action, including dialogue, is considered social media. It is important for any company that its social media profiles and strategy should be evaluated and optimised. (Gattiker, 2014)

Be the reason for their smile. You can be the reason for their smile in the following ways: Make a donation, Sponsor a girl or become a champion. Your donation can help make difference in the lives of these girls and provide them with proper education that they all deserve.

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Audit report of social media platforms| saGG Foundation

The social media audit for the SAGG foundation above shows the activities and insights on different social media channels and their engagement rate for the same. As seen they are connected with their audiences on all the social media platforms. They have the highest number of followers on Facebook with 3000 followers followed by 1661 on Instagram, 175 on Twitter and 533 on Linked In. On an average 1 post is re-tweeted and has good views on Facebook. Visual content in the form of images, videos, reels and infographics which are published on a frequency of 2-3 days a week. Its purpose is to educate and raise awareness on the importance of the education of Gambian girls and also to increase engagement rate on all their social media platforms.

However, it is clear that the highest engagement rate is on Facebook which is the KPI for the organisation in terms of its key metrics performance indicator. Suggestions on how to improve their social media platforms would be provided in the recommendations at the end.

Social media audit- CAMFED| saGG Foundation

Above is the social media audit report of the competitor thats is CAMFED who is also providing girls with education and has far more reach to the consumers on its social media platforms and has a higher engagement rate on its social media platforms in the form of likes, shares, comments and views. It has the highest number of followers on Facebook which is 30k followed by 15k on Instagram, 24.9k on Twitter and 13k on Linked In.It produces visual content in the form of photos, videos and infographics and has a higher engagement rate as they have 150-200 likes on average with 10-15 comments on average and 10 re-tweets which shows more user engagement with the organisation in respect to the above stated organisation. Its purpose is to educate and raise awareness on the importance of girls education and to create more user engagement. It also uses proper CTAs and as compared to SaGG Foundation it has high number of user engagement on all its platforms.

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. 

 

Social media listening| SaGG Foundation

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?

 

 

industry trends| SaGG Foundation

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. 

Social media goals and recommendations 

  1. Launch a hashtag campaign-  Hashtags work as CTA for your brand and create awareness regardless of location and size. Launching a campaign with hashtags can make content easily accessible and coming up without searching for the charity specifically. 
  2. Increase engagement on all social media platforms:  
  • Instagram: Instagram stories are the best way to have conversations with your audience. Create memes that will include the number of shares for your brand. Most important is to include CTAs in all your post captions.
  • Facebook: To make a weekly calendar using platforms like Hootsuite and Facebook scheduling tools to post on the perfect timings that are when your audience is most active. Always have new content and avoid repetitive content. Lastly, don’t forget to include CTAs.  
  • Twitter- Using more visual content like GIFs, memes, high-quality images and videos will increase engagement. Always interact with your customer’s tweets and never forget to re-tweet. 
  • Linked In- Increasing your network is very important on Linked In. Create more number of posts. 

3.  As said above one of the industry trends is collaborations. Using Influencers who can promote your charity will lead to more engagement on your page and help create awareness for your charity. 

4. Always follow the ongoing trends on different platforms and always have your calendar ready as to what is the next thing that people are celebrating like women’s day etc. Tik-Tok is the most trending platform and SaGG Foundation must come up with a Tik-Tok platform that will lead to brand awareness. 

5. Use the SMART framework which will set objectives for business in terms of what should be accomplished? how will you measure your goal? Is the goal achievable and relevant in terms of your results? In how much time do you expect to achieve this? SaGG Foundation can achieve its goals by using a smart framework with the goals and targeting the right audience as stated above. 

6.  Amplify the cause as one of the voices for girls education in Gambia. Educate people more about why they should donate and sponsor and also about what is happening in Gambia. 

 

 

    REFERENCES 

    Gattiker, U. (2014). Social media audits. Oxford: Chandos Publishing.

    Newberry, C. (2021). What is Social Listening, Why it Matters, and 10 Tools to Make it Easier. Social Media Marketing & Management Dashboard. Available from https://blog.hootsuite.com/social-listening-business/ [Accessed 28 March 2022].

    https://www.ucop.edu/local-human-resources/_files/performance-appraisal/How%20to%20write%20SMART%20Goals%20v2.pdf

    https://www.sciencedirect.com/topics/computer-science/customer-persona

     

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    ]]>         Sponsor a Gambian Girl / Social Media Audit https://wbsdigital.co.uk/2022/03/31/sponsor-a-gambian-girl/ Thu, 31 Mar 2022 12:42:58 +0000 https://wbsdigital.co.uk/?p=1082 It is important to Educate Gambian girls!

    Did you know that:
    30% of them are married before their 18th birthday?
    26% of them do not complete primary education?

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    More about the foundation here

    Charity Social Media Audit

    The Sponsor a Gambian Girl (SAGG) Foundation is a non-profit aiming to utilize education in empowering girls and women through sustainable initiatives. The foundation’s social media presence spans four social media platforms: Facebook, Instagram, Twitter, and LinkedIn. On Facebook, it posts blog posts and videos every 2 to 4 days. On average, a post may earn between 3 to 8 likes. Posts tend to focus on two thematic approaches: societal impact and inspiration.

    The Facebook profile links to the foundation’s website to direct Facebook traffic to the website. SAGG updates its cover photographs and profile on a regular basis. The social media marketing team responds to comments on all posts in a timely manner. SAGG’s current social media track record indicates good performance.

    On Instagram, SAGG has a reach of 1,662 followers and links its profile to its website for boosting traffic. The profile follows other Non-Governmental Organizations (NGOs) profiles on Instagram and responds to comments, but the level of engagement is average. SAGG posts every 2 to 4 days. Most of the comments cover admiration and support for the brand with some focused on making inquiries regarding the foundation.

    The audience from Facebook and Instagram was from different towns (&countries) as shown in the following graph.

    On Twitter, SAGG has a reach of 165 followers with an average posting frequency of 2 to 4 days. Though SAGG’s Twitter profile links to the website directly, it rarely responds to comments. The sentiment of the content targets the impact of SAGG and other related NGOs on the Gambian society at large. The limited engagement is an indication of SAGG’s poor performance on Twitter. On LinkedIn, SAGG posts on the impact of the foundation’s efforts on girl’s education and the society at large with the aim of driving traffic to the website. On average, it posts twice weekly to earn an average of 1 to 3 likes per post. These figures indicate average performance.

    Competitor’s Social Media Audit

    ActionAid is one of SAGG’s competitors that has a social media presence across 4 social media platforms: Facebook, Twitter, Instagram, and YouTube. On Facebook, ActionAid posts on a daily basis with an average number of 5 to 10 likes per post.

    It focuses on making blog post announcements and other generic Facebook posts. It links directly to the foundation’s website, but they do not respond to the comments. All posts span topics such as societal impact, and relevant news surrounding current humanitarian crises. The observations are an indication of good performance. On Instagram, ActionAid has an astonishing reach of 19.7 million followers that focuses predominantly on following other similar NGOs and influencers. It makes a post every 2 to 4 days and responds to comments, which users capitalize on to show support for the mission. The observations are an indication of excellent social media performance.

    On Twitter, the foundation has a reach of over 50 million followers that links directly to the website. Followers make reposts 2 to 8 times on average. All posts span topics such as relevant news surrounding current humanitarian crises, niche information, and societal impact. The daily upload frequency is an indication of the mission’s good performance on Twitter. The foundation uses YouTube to post informative videos and other videos on its societal impact. The profile links to the website and has a subscriber base of 2320. The profile averages 15 likes and 949 views per video with a posting frequency of 4 videos a year. All factors point to good performance.

    Donor’s Social Media Audit

    Kuben’s social media presence spans Facebook and Instagram. On Facebook, it earns 30 to 90 likes on average with a posting frequency of 2 to 3 days. It posts articles and other short form posts while linking the profile to its website to direct Facebook traffic to the website. It adjusts its cover and profile information regularly as the need arises. It also responds to users’ comments that mainly cover brand support. Its posts mainly cover entrepreneurship, education, technology, and career path. The assessment is an indication of excellent performance. On Instagram, Kuben has 2,083 followers with an average posting frequency of 3 days. All factors are indications of the mission’s good performance on Instagram.

    Social Media Recommendations

    The assessment of competitor and donor social media presence unearthed key trends that SAGG can utilize to boost its current social media reach. Firstly, SAGG has to increase its posting frequency across all platforms. Currently, SAGG has a posting frequency of 2 to 4 days across all social media platforms. The relatively lower posting frequency coincides with the low engagement levels it registers. On the other hand, ActionAid, SAGG’s competitor, has a relatively higher posting frequency across all platforms. It posts daily on Facebook and Twitter, twice a week on Instagram, and 4 times a year on YouTube. The frequency generates substantial audience engagement to record either good or excellent performance on all platforms (Chen and DiVall, 2018). It is in SAGG’s best interest to adopt a similar posting model that increases the posting frequency significantly.

    Secondly, SAGG should widen the thematic scope of all social media posts to appeal to a wider online audience. Currently, SAGG’s thematic scope across all platforms is limited to societal impact and individual inspiration. The average performance of the mission across social media is an indication of the limited engagement they generate (Ashley and Tuten, 2015). Kuben and ActionAid have a wider thematic scope and attract more engagement across all platforms compared to SAGG. Kuben’s and ActionAid’s thematic focus spans societal impact, humanitarian crises news, informative content, education, technology, entrepreneurship, and career path. SAGG has to perform an internal assessment to determine the appropriate thematic approach and expand its social media reach by adopting YouTube as its fifth social media platform. The highest performing social media brand assessed by the social media audit has a good presence on YouTube (Khan, 2017). SAGG has to lean on YouTube’s global reach to expand the multimedia content reach beyond Facebook, Twitter, and Instagram and increase website traffic.

    SOCIAL MEDIA RECOMMENDATIONS FOR SAGG FOUNDATION

    Sponsor a girl today here!

    Donate now

    Website: https://www.saggfoundation.org/

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

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

    Twitter: https://twitter.com/saggfoundation

    LinkedIn: https://www.linkedin.com/company/sponsora-gambian-girl/

    References

    Ashley, C. and Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32 (1), 15-27. https://onlinelibrary.wiley.com/doi/abs/10.1002/mar.20761

    Chen, E. and DiVall, M. (2018). Social media as an engagement tool for schools and colleges of pharmacy. American journal of pharmaceutical education, 82 (4). https://www.ajpe.org/content/82/4/6562.abstract

    Khan, M.L. (2017). Social media engagement: What motivates user participation and consumption on YouTube?. Computers in human behavior, 66, 236-247. https://www.sciencedirect.com/science/article/pii/S0747563216306513

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