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.

The post Girl Power: This is how to Become Powerful women first appeared on wbsdigital.

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.

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 Foundation

Sponsor a Gambian Girl Foundation is a non-profit organisation that aims to provide young girls in The Gambia with an equal access to education to help them to reach their full potential, and break the cultural beliefs where boys education and men rights are often prioritised.The ultimate goals of SaGG Foundation are:

• Developing skills and nurturing confidence in girls
• Preventing child marriage and early pregnancy
• Building stable and resilient communities
• Ensuring better health and improving life quality

The SaGG foundation seeks to utilise its social media channels to increase awareness and engagement, in order to reach potential donors and volunteers. The SaGG Foundation identified their primary target audience as follows:

Social media listening

This audit provides insights into the brand’s social media channels performance in the first quarter of 2022 (1 January 2022 – 31 March 2022). The performance of SaGG’s YouTube channel is measured over the channel’s ‘lifetime’, as there was not enough data for Q1 2022.

SaGG Social Media Audit Q1 2022

Type of content across channels consists of photo, video, infographic across channels. The distribution of content is about 50% ‘static’ photo and 50% video across Facebook, Instagram and Twitter. The frequency of posting in the first quarter of 2022 was 2,5 posts per week for Facebook, Instagram and Twitter. On LinkedIn the frequency was only 1,8 post / per week.

Social listening and sentiment (Q1 2022)

Overall, the sentiment of engagement on SaGG Foundation’s social media channels is very positive, and it can be summarised in three main themes: supportive, encouraging and compassionate.

Competition

A close competitor to the SaGG Foundation was identified as Project Gambia. It is a nonprofit organisation that is working alongside Gambian schools and communities. Its aim is to provide the education, support and funding needed for people to become independent, and find a sustainable solution to poverty.

Project Gambia Social Media Audit in Q1 2022

The type of content shared on Project Gambia’s social media channels, consist mainly of static images across all channels. The frequency of posting is very low and does not drive much engagement from the audience. Although, the engagement sentiment  across its social media is positive.

Nonprofit industry social media benchmarks

According to Rival IQ Social Media Benchmark Report 2022, non-profit organisations had above-median engagement rates across all social channels in 2021, especially on Facebook and Twitter. Nonprofits posted about twice the median frequency on Facebook and Twitter.

Facebook

Photos enjoyed the highest engagement on Facebook in 2021, and were posted about twice as frequently as the next most engaging post type – links.

Instagram

On Instagram, carousels and photos performed much better than videos. Nonprofits profits organisations made a great use of carousels to educate followers making the most out of multiple views. The best performing hashtags for nonprofits on Instagram were generally about social causes and holidays, such as #happynewyear,  #IndigenousPeoplesDay and #ClimateChange.

Twitter

Photos were the top performing type of post for Nonprofits, but every tweet type scored above average engagement rates on this channel. Therefore, there is certainly room for a variety of posts. Holiday themed hashtags were among the best performing on Twitter for nonprofits.

Social media goals and content recommendations

According to Hootsuite, a strong social media presence is a sign that an organisation is making an impact. This is especially important when it comes to a nonprofit organisation that relies on donations and sponsorships. The SaGG foundation enjoys a decent following across all social media platforms, however,  given the amount of followers, the engagement with content is relatively low across all channels.

Recommendation 1 – Scale up the number of posts each week

The nonprofit industry benchmark that on average, nonprofit organisations post on:

• Facebook: 7,57 posts /per week
• Instagram: 4,45 posts/per week
• Twitter: 9,86 posts/per week

In comparison, SaGG posts about 2,5 posts per week across all three channels.

Recommendation 2 – Mix up the content across platforms

At the moment, the content is repetitive and the same posts are shared across all platforms. Looking at the industry benchmark report, the suggestion is to pick type of content that performs the best on each social media channel.

• Facebook: Photo and Links
• Instagram: Carousel and Photo
• Twitter: Photo and Video

According to SaGG’s brand presentation by Annetta Paps-King, the brand personality can be associated with the following attributes and emotions: Sensitive, nurturing, hope, initiative, kindness, positive outlook, love. This should be taken into account when planning and creating branded content.

Recommendation 3 – Use tools for content planning and create content calendar

To achieve more consistency across all of SaGG’s social media, a content calendar should be planned and created in advance in order to achieve an effective content mix which ultimately drives more engagement. Tools such as Hootsuite, Later, or Monday are great for content planning and creating social feed previews.

REFERENCES

Hootsuitehttps://blog.hootsuite.com/social-media-engagement/

Hootsuitehttps://blog.hootsuite.com/how-to-create-a-social-media-content-calendar/

Project Gambiahttps://www.projectgambia.org.uk/

RivalIQhttps://www.rivaliq.com/blog/social-media-industry-benchmark-report/#title-nonprofits

SaGG Foundationhttps://www.saggfoundation.org/

The post Sponsor a Gambian Girl Foundation Social Media Report 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.

Current State of Sagg Foundation social networks being used and how:

Social network	How Active on platform	Types of Content
Instagram	Sagg foundation is very active on their Instagram page, consistently uploading content on a daily basis for the last three years since they uploaded their first post in December 2019. Followers: 1,659	Pictures Instagram Stories Infographics Short Videos
Facebook	Sagg are also very active on their Facebook page, once again posting content on a daily basis. Followers: N/A	Pictures Infographics Short Videos Fundraisers (audience able to donate directly on the facebook page)Facebook storiesReviews/ Feedback from the charities supporters
Twitter	Sagg posts a variety of content to their Twitter page on a daily basis. Maintaining their consistent upload routine on social media platforms. Followers:177 Followers	Pictures Infographics Short text posts
Youtube	When looking at the Youtube channel it is evident that the channel has been left dormant, with the last upload being a year ago and the previous posts before then are two years old. Currently the Sagg foundation is not very active on Youtube or using it as a stream to grow.  Subscribers: 8	Videos Youtube Shorts (Youtubes version of tiktok)
Blog	Sagg’s blog can be found on their official website only, from assessment of the blog it is clear that they are posting but not as consistently as they are on other social networks with the frequency of content being several months apart.	Videos Long form TextImages Hyperlinks

Social Media Networks Performance (Engagement)

Through an analysis of The Sagg foundations social media networks, it was clear that their Instagram, Facebook and Twitter were heavily active, with content being uploaded on a daily basis. However although the frequency of posting on these platforms are positive, consumer behaviour towards them is actually negative. When looking at their Instagram and Facebook it is evident that there is a low engagement rate, with their Instagram page accumulating a total of one thousand six hundred and sixty followers but are only able to gain an average of under ten likes, not even converting 10% of their following to be active, this correlation is matched in their Facebook page as well. This means that their followers are inactive, as the Instagram page previously was averaging around 50 likes a year ago. The reasoning behind this inactivity of their followers could be due to their choice of recycling content, as the same piece of content will be uploaded to their Facebook, Instagram and Twitter all at the same time although they Sagg is trying to build brand awareness it is actually in turn losing audience retention due to their perception of their platforms as being lazy and repetitive, as each platform has their own rules, audience as well as algorithm that works best for them by using the same format won’t resonate the same way on each platform (Switch from cross-posting to cross-promoting | Signal, 2022).  The audience retention is also quite negative, this is evident through their low amount of comments per post on all platforms. The Sagg foundation is currently not active on Youtube and in turn their engagement levels are low which is to be expected. In terms of their Blog, the foundation posts quite consistently, on a monthly basis which is understandable as the blog posts are long form content, but their engagement on the blogs is once again very low with most blog posts gaining 0 comments. This lack of engagement is due to the difficulty in navigating to find the blog, the blog can only be found and is only ever mentioned once and that is on their website, they do not publicies the blog at all on any of their social media platforms, making it hard for some consumers to even be aware that the blog exists.

Instagram and Facebook demographics 

Demographics based on Age & Gender:

It is clear that the company’s Facebook page appeals mainly to the demographics of males and females of the ages 25-44. With males accounting for 4.6% more of the overall audience. In terms of Instagram their main age demographics are exactly the same, however the huge difference comes in the gender of Instagrams audience with Women accounting for 45.8% more of the company’s audience on Instagram. 

Competitors Analysis

Social Media Network	Share and Care Foundation	Camfed
Instagram	Followers: 329 Activeness: In terms of their Instagram they do not post much, in fact they haven’t posted now in nearly a year, although even when they were active they were posting around once a week. This clearly indicates the lack of engagement with posts averaging under 10 likes.Types of content: Pictures, Infographics, Videos, Stories.	Followers: 15k FollowersActiviness:Camfed consistently posts on a daily basis. Their videos average around 500 views or more while their photos receive an average of 200 likes per post. Although their audience engagement is higher than Sagg as well as the charity being a much larger organisation, Camfeds followers are still quite inactive only receiving engagement from 1.33% of their following.Type of content: Pictures and VideosThe one thing that stands out for Camfed in comparison to competitors on Instagram, is that their page consists heavily of video rather than images.
Twitter	Followers: 158Activeness: In contrast to their Instagram, the foundation posts frequently on twitter, almost on a daily basis.Type of content: Short text, Images, Hyperlinks to articles.	Followers: 180.5KActiveness: Camfed posts consistently on a daily basis, even posting several times some days.Type of content: Images, Short form text, Infographics and Hyperlinks to informative articles or videos
Youtube	Subscribers: 306Activeness: The channel is currently inactive however previously they have posted on a weekly basis.Type of content: Informational  Videos	Followers: N/A Activeness: The channel seems abandoned at this point, with their last post being over a year ago.Type of content: Videos reposted from their other social accounts.
Facebook	Followers: 2398 Activeness: The Facebook page follows a similar format in both their activity as well as content are identical (Cross posting)	Followers: N/AActiveness: Their Facebook page is a replication of all their other social pages once again due to crossposting.

Industry Social Trends

Social Media Goals & Recommendations

2. Social Media Goals

• Post quality over quantity in order to allow posts to resonate with the audience, posting several times a day will oversaturate the audiences feed and in turn cause frustration
  • Although Sagg has posted a few Instagram Reels, it is very important that the use of reels is implemented as in October 2020 through a study by statista it was found that 61% of the worldwide millennials and generation z viewing video content on their phone watched for 1 minute or less (Daily mobile video consumption by video length worldwide | Statista 2020)
• Use keywords on Youtube videos in order to improve SEO, as currently according to ‘keywordseverywhere’ Sagg’s videos do not contain key words except for the first video they posted, this video continues to be both their highest viewed video as well as highest optimization score, all other videos averaging an optimization score of below 10/100.

Content Recommendations

• Lower the rate of crossposting (Recycled Posts) instead switch to cross promotion
• Start using Youtube actively as it will increase transparency of the brand through taking the viewer on a journey as to how operations run and the impact they have, building a deeper relationship with the audience 
• Start using Tik Tok as it is the biggest social media platform at the moment, this will allow the charity to tap into a new audience 
• Regain inactive followers retention through user interactive content through posts and stories 

Examples of content recommendations

Social media Image Post example: By posting content that includes adverbs such as “How” and “Why” in conjunction is an effective method of hooking the audience and in turn allowing them to take action.

Infographic Poster: Infographics can be an effective way to provide long forms of information while also being able to maintain user engagement through eye catching graphics that act as a navigation system leading the user on.

References

Statista. 2021. Daily mobile video consumption by video length worldwide 2020 | Statista. [online] Available at: <https://www.statista.com/statistics/1215192/share-of-gen-z-and-millennials-watching-mobile-videos-daily-by-length/> 

SPONSOR A GAMBIAN GIRL | GIVE A LIFE | SAGG FOUNDATION. 2022. Sponsor a Girl Child The Gambia | SaGG Foundation. [online] Available at: <https://www.saggfoundation.org/about-us.html> 
Signal. 2022. Switch from cross-posting to cross-promoting | Signal. [online] Available at: <https://signalinc.com/switch-cross-posting-cross-promoting/>

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.

The post SOCIAL MEDIA REPORT OF SAGG FOUNDATION first appeared on wbsdigital.

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.

Introduction

SAGG foundation ( sponsor a Gambian girl) is a non-profit organisation. The aim is to empower girls and women in the Gambia by providing them with the best quality education. Education is an important factor in building and maintaining a better future. Conscious of the fact that many girls lack support and access to basic education, SAGG foundation helps them gain good education by linking them with potential sponsors in the united kingdom and Germany.

SOCIAL MEDIA AUDIT 

SAGG FOUNDATION: 

The following is the social audit for the SAGG foundation 

• Followers: 3k 
• Frequent posting 
• Source of media: pictures and short videos 
• Website link 
• Updated but same cover and display picture 
• Very few comments 
• No rating (6 reviews) 
• Good sharing of articles and posts 
• Push and pull. Push:Same theme throughout and similar content on image and post. Pull: Good use of videos/photos/infographics

• Followers: 1160 
• Post related hashtags: #empowerwomen, #Womensday, #Violenceagintwomen

   No hashtag for Gambia girls or Saggfoundation

• Profile linked to website
• Social media voice: Empowering and happy. Femenist. 
• Following: NGO’s, Strong public figues, positive pages
• Quick response to comments 

• Youtube channel available 
• Subscribers:8
• Videos: only 5 videos uploaded. 
• Video content on girl education and aim of empowering girls in Gambia 
• Not all videos are shared on other social media channels. 
• The comment section is turned off
• Webisite linked to the video despription 
• No likes, 15-100 view on videos. 
• Not updated recently 

• Followers: 177
• Linked website
• No tags or mentions 
• Frequent posts with no retweets 
• Similar content and posts 

 Social media audit for competitors

CAMFED helps and supports girls and young women in impoveridistricts in sub-Saharan Africa fighting against challenges of gender and poverty that limit their education.

• Followers: 30k 
• Frequent posting 
• Source of media: pictures and short videos 
• Website link along with contact deails 
• Less response to coments 
• Content includes videos of girls and pictures showing progress 

• Followers: 15k
• Post related hashtags: #girleducation, #leadership#CAMFEDsisterhood included org. Hashtag
• Profile linked to website
• Social media voice: Empowering and happy, stories of success
• Following: 282, influencers and other organisations 
• Quick response to comments 

• Youtube channel available 
• Subscribers: ZERO 
• Videos: 125 videos 
• Video content on stories and educating the girls 
• Not all videos are shared on other social media channels. 
• No response to the comments 
• Website and other social media linked to the YouTube page. 
• Few likes but about 1,306,716 views in total. 
• Updated monthly and not very frequently. 

• Followers: 180.5k 
• Linked website on the page 
• Tagged accounts and 
• Frequent updates with few retweets
• Different content and posts 

Competitor audit: 

WomenOne envisions a world where every woman and girl has access to quality education. They partner with institutions and community-based organizations to provide women and girls facing extreme poverty, cultural barriers and emergencies access to life-changing education. They do this through research, advocacy and innovative programming.

• Likes: 15,330 
• Not frequent posting 
• Colab with brands like MaxMara
• Posts of girls sponsored and their stories 
• No ratings 

• Followers: 3008
• Post related hashtags: #womenempower, #educateher, #Womenone 
• Proflie linked to the website 
• Social media voice: inspiring stories about the sponsored girls
• Following: influencers and artists 

• Followers: 1698
• Website linked to the page 
• No retweets
• Similar posts on all social media
• Posts of the founder along with the sponsored girls

Target audience: 

Sagg foundations target audience is based on the user persona mentioned. The target audience’s are people who love charity work, donations

\ and belong to the age group between 25-50 as they are financially capable of donating. The countries to target are The UK and Germany or such developed countries. Motivation for the target is the willingness to make a difference and help others in need especially  girl child and who support education. Frustrations of the target audience could be social injustice or violence against women and children to motivate them to donate further. An emotional background is needed to move people towards helping and donating. 

What competitors are doing better/differently: 

• Engagement is stronger on all social media channels with more followers, likes and subscription 
• Posts of the sponsored girls along with their pictures and stories 
• Posting about progress and support 
• Positive quotes and messages 
• Frequent posting of posts and stories that keep the target audience indulged. 
• Theme to the social media page that is vibrant and engaging. 
• Good response to the comments and link to the website. 
• Hashtags on Instagram are related to the posts and the organisation eg. #CAMFEDsisterhood #Womenone 
• Different content for different social media 

Social media Trends for Non-profit organisations:  

There are around 3.78 billion social media users worldwide in2021 and these numbers are going to increase in the coming future. Social media is a great tool for non-profit organisations to reach their target audience and connect to their communities. A few of the trends that can be followed are as follows: 

1. Videos, stories and live streaming. 

Video content has become increasingly valuable over the years, and it’s expected to become even more important this year. In 2021, Cisco anticipates that video will receive 82 percent of all online traffic. In addition, 57 percent of people who watch a nonprofit video make a donation. 

3. Peer-to-peer fundraising on Facebook: 

Social media is one of the most important tools on the internet. Non-profit organisations  can use these social media platforms to connect to their users and engage them in their cause which leads to more donations. 

On Facebook, now you can add a donate button on your page to raise funds for a different cause. eg. The American cancer society had clear actions for donations on their Facebook page. 

Goals for SAGG foundation 

• Increase awareness
• Drive traffic to the website and increase donations 
• Increase followers on Instagram, Twitter and Facebook by 20%
• Use of hashtags and tracking.
• Increase brand mentions 
• Gain more subscribers on YouTube 
• Post more frequently on YouTube 

Recommendations:

Based on the above research and social audit there are a few suggestions and recommendations for the SAGG foundation. 

1. Create and post more about the girls that are being sponsored along with telling their stories and education process to approach the target audience emotionally. 
2. Post about the organisation’s progress and tasks.
3. Use more hashtags for Instagram and Twitter related to the organisation such as #Sponsoragambiagirl #SAGGfoundation #educategambiagirlchild
4. The Instagram and Facebook posts are of one theme (pink). Use of a more vibrant and happy colour scheme along with pictures and videos.   
5. Upload more videos on YouTube about the organisation and founders and enable the comment section. 
6. Create more social media trends like fundraising on Facebook, videos with a cause on TikTok and uploading more stories. 
7. Creating a different form of content for each social media Chanel and connecting it to the website.

The post Sponsor a Gambia Girl- Social audit 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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