SaGG Foundation - wbsdigital

SaGG Foundation- Social Media Audit

Jasmit Kaur Lamba — Thu, 31 Mar 2022 14:36:31 +0000

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.

Click To Watch Our Girls

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.

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.

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

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

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

Social media goals and recommendations

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.
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.

" Education changes everything for a girl"

Problems faced:

30% of girls in The Gambian are married off before their 18th birthdays.

Many girls do not have the financial support to go school.

26% of girls do not complete primary education.

Sponsoring a girl, you will keep her in school to shape her future

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

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

Social Media Listening – The SaGG Foundation

Ghita Zoulou — Thu, 31 Mar 2022 12:50:00 +0000

This social media report will help us understand and identify how the “Sponsor a Gambian Girl (SAGG) Foundations” use social media platforms to reach a larger global audience in order to raise funds to continue their work as a non-profit organisation that helps the well-being and education of Gambian girls.

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]

Trend	Platform	Implementation
Collaborators[1]	Instagram/Tiktok	– Gaining new users – Increasing engagement – Expanding brand awareness
Story telling[2]	All platforms	– Creates brand identity – Connect with customers (donors) – Can be used in all medias
Social audio[3]	All platforms	– Provides depth of contextual understanding – Allows people to actively participate in a dialog

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/

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

SaGG Social Media Audit

Adam Alia Nabeel Hussein — Thu, 31 Mar 2022 12:15:53 +0000

“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.

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.

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

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.

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.
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).
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.
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.
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: [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:

Thomson, M., 2022. Human Brands: Investigating Antecedents to Consumers’ Strong Attachments to…:. [online] Available at:

The post SaGG Social Media Audit first appeared on wbsdigital.