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

1. Social Listening

Social Media Audit

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

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

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

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

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

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

1. Content

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

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

2. Tone

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

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

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

Competitor Analysis

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

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

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

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

Donor’s Demographic and Social Media Habits

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

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

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

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

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

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

2. Social Media Goals

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

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

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

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

This social media audit and listening report by the WBS Social Media Clinic aims to analyse and understand the various social channels of the SaGG foundation, its current social media strategy and social posts performance and recommendations to improve engagement in future posts. In the process, the report also audits the SaGG foundation’s two chosen competitors CAMFED and the Spot Project.

Social Media Audit

An audit of the SaGG foundation’s social media accounts helps understand its social content posting strategy, follower engagement, the performance of various formats of media on each platform,  and areas for improvement. Currently, the SaGG foundation has social media accounts on Facebook, Instagram, LinkedIn, Twitter and YouTube.

The below table illustrates the result of the SaGG foundation’s social media audit.

The overall social media audit of the SaGG foundation’s social channels points out the following:

• The content across platforms is repetitive. In other words, most of the content is recycled over the 4 channels and little effort is made to create channel-specific content.
• Target audience and platform demographics have not been considered while creating content. An exception could be made for Instagram and Facebook as these platforms are interlinked.
• There is no consistency in branding across all formats of posts and channels.
• There is considerably low engagement across platforms.
• There is inconsistency in post frequency.
• SaGG’s YouTube channel has been neglected.
• LinkedIn stands out among other platforms as few posts have been specifically curated for this platform.

Further, a cross channel social analysis was made using RivalIQ with the below results.

Overall Social

Facebook

RivalIQ SaGG Facebook analysis

Instagram

Competitor Social Media Presence Analysis

Using the NGO Explorer website, the WBS Social Media Clinic filtered across numerous UK based charities that work towards social causes in the Gambia, especially with child education as the goal.

The charities range widely in terms of their operations, national or local presence, social media presence, similarity to the SaGG foundation and attractiveness and functionality of their respective websites.

The WBS Social Media Clinic further shortlisted the below 2 charities to conduct a social media audit and demonstrate their social media content strategies in comparison with the SaGG foundation and derived the below observations and recommendations.

CAMFED: Campaign for Female Education

Camfed is an international non-governmental, non-profit organization whose mission is to eradicate poverty in Africa through the education of girls and the empowerment of young women. Camfed programs operate in sub-Saharan Africa; mainly Zimbabwe, Zambia, Ghana, Tanzania and Malawi.

The below table illustrates the result of CAMFED’s social media audit.

Following are a few highlights from CAMFED’s social media audit:

• The CAMFED website has a well-designed website. This gives the donors a sense of trust, especially with transparency through its annual report publications.
• Its operations aim at educating the girl child in sub-Saharan Africa and not specifically in The Gambia.
• Their social content is much higher in terms of quantity, quality and engagement- this can be linked to the size of its operations.
• The content is well designed and personalised for each platform.

SPOT Project

SPOT Project aims to support underprivileged youth around the world, starting in The Gambia. They aim to build schools and learning centres through which they can run courses, seminars and training programmes to equip the youth with essential skills and education.

The below table illustrates the result of SPOT Project’s social media audit.

Following are a few highlights from SPOT Project’s social media audit:

• The SPOT project website is the best-designed website among the shortlisted charities.
• It operates in the Gambia and is based out of the UK.
• It carries out a lot of charity activities in the UK to create awareness and raise funds for education causes in the Gambia.
• has one of the best website designs with clear branding elements, campaigns and video content.
• It highlights a particular religion and focuses on boys’ education.
• There is inconsistency in posting since the last year on their social channels; however, it is very active on Instagram.

Below competitive intel was collected using an SEO competitive analysis tool MOZ

Donors’ Social Media and Content Habits Analysis

A study by YouGov states that Britons are more likely to give to charity if asked in person – by someone such as a friend or a fundraiser – than if prompted by an advert or email. The study further states the below facts as to what makes people donate to a charity.

Nonprofits have always banked on the need for public recognition by donors and volunteers. Traditionally they would do this by honouring them at events or engraving their names on plaques. These types of recognition are often expensive and time-consuming. Small donors and volunteers can’t be recognized this way.

Social media channels offer an inexpensive but powerful way to recognize and encourage desired behaviour. A donor; even though makes a small donation, could be acknowledged on the charity’s social media at practically no cost. That donor’s entire circle of friends could now see his contribution on social media and in the process give bigger exposure to the organization.

SaGG must bank on the above science behind what motivates donors to donate to charities and integrate these emotional facts into various campaigns and social content strategies to strike the right chords in the minds of its followers.

To find, approach and get support from their followers, the Sponsor a Gambian Girl (SaGG) foundation needs to understand where to find these potential donors and study what they listen to, read, browse, watch, view, and have a deep understanding of how they interact with various forms of media on an everyday basis.

The below audience report tells us that SaGG’s audience is based in the UK, Europe, the US and the Gambia. Its Facebook audience is predominantly male; however, its Instagram audience is mostly female and the audience age range is between 25 and 44 years. Engagement being low, SaGG must consider strategies to strengthen CTAs that would drive followers to link clicks on its social media posts.

Industry Social Trends

Below highlighted are a few industry social trends of 2022 that charities around the world are adopting. These are adapted from articles by Denise Atkins from Charity Digital and Ben Matthews from Empower:

Voice search

Over 20 billion voice searches are made every month and by 2021, 50% of all searches were carried out by voice. The British Heart Foundation became the first UK charity to allow donations through Amazon Alexa.

Facebook’s Charitable Giving Tools become more powerful

Introduction of tools for Facebook Messenger that allows it to act more like a CRM and integrate with existing CRM systems, with relevant permission from users meaning that users can permit charities to contact them via email.

The return of improved email marketing

Email is still the best marketing channel in terms of Return on Investment (ROI)

Instagram Stories continues to be an engagement success story

Social Media Content and Strategy Recommendations and Suggestions

• Use storytelling format to connect emotionally with followers
• Create posts to recognize/ appreciate donors on social media with their consent
• Design content keeping the social media platforms in mind to avoid recycling
• Maintain a consistent post frequency or social media calendar
• Pay attention to all of SaGG’s social media platforms
• Work towards increasing post engagement
• Create a consistent brand image across content and platforms

References

https://www.saggfoundation.org/

https://ngoexplorer.org/region/continent/africa

https://camfed.org/

https://yougov.co.uk/topics/consumer/articles-reports/2020/12/10/what-makes-people-donate-charity

https://www.theguardian.com/voluntary-sector-network/2015/mar/23/the-science-behind-why-people-give-money-to-charity

https://charitydigital.org.uk/topics/topics/social-media-trends-for-charities-to-watch-in-2022-9582#:~:text=The%20conversation%20on%20social%20media,engage%20with%20their%20audiences%20online

https://empower.agency/charity-digital-trends/

Moz.com

spotproject.org

The post Social Media Audit and Listening Report -The SaGG Foundation 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/>

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Introduction

‘Sponsor a Gambian Girl’ foundation strives to fulfil its mission through two goals. The first one is linking schoolgirls in The Gambia with sponsors. The second goal is to raise awareness about the difficult situation of the Gambian girls and gain charity champions who would help the SaGG mission reach a new wider audience and increase the incentive to provide support. The foundation uses digital marketing tools and practices to grow its online presence and awareness.

Social media presence

The SaGG’s presence in the digital world consists of its website and social media profiles. The foundation in question has its profiles on the most popular social media platforms: Facebook, Twitter, Instagram and LinkedIn. The largest number of users follows the Facebook account (about 3000 followers), the second place in terms of audience size has an Instagram profile (about 1662 followers), then LinkedIn (526 followers) and Twitter (167 followers). All the social media pages mentioned link to the foundation website and introduce viewers to the SaGG with a short description located in the bio. The Instagram, Facebook and LinkedIn profiles have a unified cover which is the foundation logo. Twitter page cover differs from the ones on other platforms but also refers to the website. Additionally, the foundation has a YouTube channel, however, unlike the other social media profiles, it is not linked to the SaGG website, which might be one of the reasons for its poor popularity of only 8 subscribers. Content of the SaGG social media posts is mostly informational, concerning either the situation in the Gambia (mostly focusing on gender inequalities and problems with education) or referring to the foundation activity, often telling a story of specific cases of its charges. Posts appear fairly regularly, sometimes there are few posts a day, another time there is a week gap between posts, but generally, content is published every 2 or 3 days. Content usually takes the form of written posts supplemented with pictures or short videos. The short video format comes up quite often but it is mostly around a 5-second length motion graphic with no sound, therefore it is not highly engaging. Additionally, the majority of content is posted without any changes throughout all social media platforms and occasionally original content is interspersed with reposts from other users’ profiles.

Social media voice

Content is generally the same on all platforms, therefore social voice is very stable. The social voice of the SaGG foundation can be described as friendly, due to the difficulties the Gambian girls face it is rather serious and as an organization relining on trust it leans toward a formal voice. Examples of hashtags often used by the foundation are #genderequality #breakthebias and #educategirls.

Social media audit

The lack of varied content tailored to different audiences and forms of posting on individual platforms reduces the potential for full involvement of users. Analyzing the last 10 posts the engagement rate was calculated as presented below:

According to the Hootsuite blog, a good engagement rate is between 1% to 5%. One may notice that the engagement rate from the highest to the lowest in chronological order on the following platforms is as follows: Twitter, Instagram, LinkedIn and Facebook. What is interesting is that Facebook which gathers the biggest audience has the smallest engagement rate and Twitter with the smallest audience brings in the highest engagement rate. This phenomenon might be explained by the facts also mentioned in the above linked Hootsuite blog, namely, the bigger the audience is, the harder it is to achieve a good engagement rate. Therefore Twitter is not necessarily the best platform to focus on for the SaGG foundation, especially in the further part of the report, one can find out that this platform is not the most popular among the foundation’s target market.

Qualitative research indicated that recently two types of posts stood out by obtaining engagement about 2 to 3 times higher than the average post. The first type of post was a repost which example can be seen below:

The high number of reactions under the reposted real-life story of a Gambian girl implies that this type of content might have potential that is yet untapped by the SaGG. The second type of post represents the SaGG champion advocating the foundation’s mission:

The audience

The primary target audience of the SaGG foundation is defined as women in the age range 21-40 years, students or educated to University, level pursuing a career as a manager. She is interested in gender equality, women in leadership, education, activism. Motivated by seeing women and girls overcoming challenges and women making a great stride in male-dominated sectors. Their pain points are discrimination, abuse, exploitation, violence, gender biases and stereotypes. The results of the social media audit indicate that the primary target audience has not been sufficiently engaged, therefore the foundation’s strategy should still focus on reaching it. According to data collected from Statista (appendix) to get the best results, the foundation should focus primarily on creating content for the lower age range of the target market, with the greatest emphasis on primary Instagram, then respectively Facebook, YouTube and Twitter.

Social trends

From among the 8 content marketing trends in 2022 listed by SemRush author selected the most important in the context of the foundation’s activity. The first two trends are focusing on ‘humanized’ content and empathy, research and storytelling. Another trend is ‘content audits take the centre stage’ and as this report implies, the foundation is already following this trend. As a vital element of a successful social media strategy, SemRush also lists video content, especially in short form. Research of topics related to the foundation’s activities, conducted with the use of the Google Trends tool, shows that topics related to the SaGG foundation activities such as: education in Africa, charity, volunteering, gender inequality, women in leadership, discrimination have currently high scores in terms of ‘interest over time’ all exceeding the threshold of 70 points.

Recommendations:

The research results mentioned above indicate that one of the key trends is moving toward video content. The reasons for that are numbers presented below (Dirwai, 2022):

• The average person spends 100 minutes watching videos per day
• Online videos are set to make up more than 82% of all consumer internet traffic
• 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video
• Viewers retain 95% of a message when they watch it in a video, compared to 10% when reading it in the text
• Social videos get 12 times more shares than text and images combined

Drawing conclusions from the conducted audit of the SaGG foundation, the author would especially recommend developing video content. The foundation has a YouTube channel but it is very neglected and does not use all of its potential. Additionally, data acquired from Statista (appendix) shows that the SaGG foundation should reach its target audience through the TikTok platform, not only because of the video format used but also due to the gender distribution of users where women are the vast majority compared to other platforms (appendix).  The author would recommend changing the usage of motion graphic format for using the above-mentioned perks of video format to create regular video content alternately presenting the foundation’s charges and its champions, as this content has the potential to engage the foundation’s audience more. The author believes that applying this strategy will be beneficial as the video format is proven to increase engagement and the content itself would be a form of testimony that can increase the conversion rate. The suggested KPIs would then be the engagement rate with the setup goal of increasing by 30% in 3 months from implementation of the new strategy and the conversion rate which is planned to increase in this same period would be 5%.

Video:

Appendix:

Acquired from Statista

The post Social listening for SaGG foundation first appeared on wbsdigital.

The SaGG Foundation is a charity dedicated to empowering girls in The Gambia through sponsored education. This report will include a social media audit of the charity, along with goals and recommendations for their future strategy.

Social Media Audit

Looking at the overall activity on social media, there are some discrepancies in terms of branding. The content published on active platforms is repetitive, while other channels seem to have been abandoned with no content being posted in recent years. Engagement is quite low across all platforms, likely due to a lack of strategy. However, one Tweet recently did very well, earning 42 retweets and 45 likes, which has increased the average engagement rate. 

Looking at the audience report for Facebook and Instagram (Appendix 1), we can see that The SaGG Foundation’s audience are mostly male on Facebook and female on Instagram, predominantly in the 25-44 age bracket. It’s important to note that the audience is in the UK, parts of Europe, the US and The Gambia. We can use this information when it comes to planning the type of content created and posting schedule.

For the purposes of this audit, we will look at the two main channels with the most followers.  

Instagram

The SaGG Foundation is doing a lot of things right on Instagram. There are keywords in the name and description, highlights for new audience members to learn about the charity and frequent visual posts on the grid.

A better call-to-action in the profile bio could encourage more people to visit the website and donate. Reels are also heavily weighted and encouraged by Instagram, who are keen to push them on the platform so including them in the content strategy would benefit the charity and help to increase the reach of their content overall (Shedding More Light on How Instagram Works, 2021). Instagram Stories are encouraged to build a relationship with the audience and increase trust. A hashtag strategy would also work well here (see Appendix 2).

According to Later, engagement rate can be found by dividing total number of likes and comments by follower count and multiplying by 100. Looking at the engagement over the last 10 posts, we can see that the engagement rate is quite low on average at 0.41%, with an average of 1 comment and 5.8 likes per post. In comparison, according to Phlanx, the engagement rate on Instagram based on all posts is 0.35%, which is well below average for the size of this account (Appendix 3). 

Facebook

Again content is very similar to other channels and not customised for the audience specifically on Facebook. This is reflected in the engagement, which is 0.15% on average based on the previous 10 posts with an average of 0.5 comments and 3.9 likes. Although Facebook is known for lower engagement rates, there are some things that could be improved.

For one, the logo is set as the profile photo and banner. Changing the banner to a personable photo of some of the girls would connect more with the audience. Another issue is that the profile is not easily searchable. To fix this issue, some work could be done with optimising the profile using keywords. The copy is currently being cut off in the description and the about section doesn’t seem to be completed.

Competitor Analysis

When conducting a social media audit, an important aspect is to review similar competitors that can act as a benchmark. For this audit, we looked at Street Child, CAMFED and Educating The Children who have a similar mission and content. 

Street Child UK shares a lot of content on Instagram about the girls they help, with a handful of Reels. They have a larger following, but a similar engagement rate. It’s expected that a larger following will result in a lower rate. While on Facebook, they share recent news that is relevant to their audience. CAMFED collaborate quite a lot on Twitter and are involved in a lot of educational events. This is likely why they have managed to grow a large following, though their engagement is quite low in comparison. Educating the Children share a mix of images, videos and documents on LinkedIn, covering a range of topics suited to the business-led platform. This includes educational pieces, engaging content such as polls and questions as well as behind-the-scenes posts promoting the bootcamps that they host. The SAGG Foundation would benefit from adopting some of these tactics for their own strategy.

Recommendations

The main goal is to increase reach on social media. This could be achieved by posting informative and educational content that explains the importance of girls education in Africa. This would also help to position The SaGG Foundation as an authority on this topic.

1. Content planning and repurposing

Creating a content plan and scheduling content in advance would allow the charity to stay consistent and measure success of each piece of content in order to figure out what works best on what platform. Content repurposing is a must for small businesses on social media, however it would be better to customise the content slightly for each platform. This would ensure the content is ideal for the audience who will consume it. 

2. Experimenting with content

According to Charity Digital, one of the main aspects charities should be focused on when it comes to social media is storytelling. SaGG Foundation could benefit from sharing more real stories – this could be from the girls that need sponsorship, from the founders about how and why they got started, and from other sponsors about why how and why they got involved. 

In order to again position the charity as a leader and improve engagement, they could collaborate with other organisations or authority figures within this space through Facebook or Instagram lives, using the collaboration feature on Instagram to promote or educate audiences across two accounts, or get passionate influencers involved as brand ambassadors. 

While it is not recommended to be active on so many platforms that you cannot keep up, TikTok may be a good one to add as it can be a great place to engage with a younger audience and raise awareness (Not Just for Dancing Teens: Some Charities See Potential in TikTok Fundraising, 2021). This content could be repurposed to go on Instagram Stories, Instagram Reels and YouTube Shorts. 

3. Content strategy

Researching topics and frequently asked questions would give us a list of potential content ideas to start with when it comes to developing content (see Appendix 4). These could be answered and elaborated on in multiple blog posts. They could then be broken down into different pieces of content (through snippets, quotes, soundbites or videos for example) and posted to the social media platforms with the goal of driving traffic to the site to increase donations. Facebook and LinkedIn are suited to longer-form readable content whereas graphics, infographics and videos with bite-sized captions work well on Twitter and Instagram.

Finally, having a well defined tone-of-voice, a clear and concise message and consistent branding in terms of graphics, fonts and colours, would go a long way to ensure that the brand is cohesive across all platforms (Iseli, 2021).

References

• About.instagram.com. 2021. Shedding More Light on How Instagram Works. [online] Available at: <https://about.instagram.com/blog/announcements/shedding-more-light-on-how-instagram-works> [Accessed 30 March 2022].
• charitydigital.org.uk. 2021. Social media trends for charities to watch in 2022. [online] Available at: <https://charitydigital.org.uk/topics/topics/social-media-trends-for-charities-to-watch-in-2022-9582> [Accessed 28 March 2022].
• Flick.tech. n.d. Flick: Instagram Hashtag Tool. [online] Available at: <https://www.flick.tech> [Accessed 29 March 2022].
• Iseli, F., 2021. Social Media for Small Business : Marketing Strategies for Business Owners. Wiley & Sons Canada, Limited, John.
• Later.com. 2018. How to Calculate Your Instagram Engagement Rate. [online] Available at: <https://later.com/blog/instagram-engagement-rate/> [Accessed 28 March 2022].
• Philanthropy.com. 2021. Not Just for Dancing Teens: Some Charities See Potential in TikTok Fundraising. [online] Available at: <https://www.philanthropy.com/article/not-just-for-dancing-teens-some-charities-see-potential-in-tiktok-fundraising> [Accessed 29 March 2022].
• Phlanx.com. n.d. Instagram Engagement Calculator | Phlanx. [online] Available at: <https://phlanx.com/engagement-calculator> [Accessed 28 March 2022].
• SPONSOR A GAMBIAN GIRL | GIVE A LIFE | SAGG FOUNDATION. n.d. Sponsor a Girl Charity – Give a Life | SaGG Foundation. [online] Available at: <https://www.saggfoundation.org> [Accessed 28 March 2022].

Appendix

Appendix 1: SAGG Foundation Audience Report

Appendix 2: Instagram Hashtag Suggestions

Appendix 3: Screenshot of Phlanx Instagram Engagement Calculator

Appendix 4: Content Suggestions from Answer The Public

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