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Social Media Report for the Canadian Red Cross

Abstract

This report is an assessment of the Canadian Red Cross’s social media use and identifies which of the organization’s efforts are effective or not, and suggests ways to improve the organizations social media presence. Although the Canadian Red Cross is a trustworthy and active social media platform, the organization could develop further engagement and reach by increasing communication with online users and generally working towards a more positively viewed platform.

Social Media Report for the Canadian Red Cross

The Canadian Red Cross (CRC) is a charitable non-governmental organization that focuses on humanitarian action within Canada and abroad. It is part of the International Red Cross and Red Crescent Movement, the largest humanitarian network in the world (The Red Cross, 2019, par. 2). The Canadian Red Cross’s mission, as stated on their website, is “to improve the lives of vulnerable people by mobilizing the power of humanity in Canada and around the world” (2019, par. 1).

In order to draw attention to those in need, the CRC increasingly relies on social media. The nature of social media allows non-profits to “reach a larger audience on a relatively limited budget” (Digital Marketing Institute, 2019, par. 4) In order to connect with their target audience, NGOs need to be an active online presence. The CRC has their own website from where they run their blog, and they are active on Youtube, Twitter, Instagram, Facebook, and Linkedin as well. The CRC generally uses these platforms to inform on recent issues, ask for donations, and promote volunteer work.

We have been hired to report on the effectiveness of the Canadian Red Cross’ social media use in terms of advancing their vision. This report details the CRC’s social media’s strengths and weaknesses and suggests improvements for their platforms.

Methodology

In order to assess the Canadian Red Cross’s social media presence, we looked at all of their social media outlets and collected data into a table (see Table 1), and took screenshots as samples (Screenshot 1 and 2). We analyzed their comments and response rate, as well as their followers, likes, comments, reactions, and shares. It is also important to acknowledge existing research on the Canadian Red Cross, impacts of social media interaction, and what kind of online interaction is the most impactful (Table 2). These resources combined help pinpoint the strengths and weaknesses of the Canadian Red Cross’s social media presence, as well as provide suggestions for improvement.

Results

Primary Research

Table 1. The CRC’s social media presence.

Screenshot 1. Sample social media post by the CRC (1).

Screenshot 2. Sample social media post by the CRC (2).

Secondary Research

Table 2 (screenshot). Most Shared Emotions (Go-Gulf, 2014).

Discussion

Although the Canadian Red Cross is very active online (Table 1), they don’t draw a lot of attention or engagement. The CRC has thousands of followers but only 10-300 likes, up to 30 shares, and up to 20 comments approximately. Engagement is important for the CRC because “the better and more engaging a piece of content is, the more impressions it will gain. Engagement correlates with Reach, and both drive each other” (Socialbakers, 2014, par. 2). The more reach the CRC can obtain, the more likely they are able to spread important information and accumulate donations and volunteers.

Screenshot 1 is an example of a common post by the CRC with low engagement. Posts such as Screenshot 1 generally evoke emotions of sadness and negativity, which may be the reason for its low attraction (Table 2, Go-Gulf, 2014). According to CoSchedule, a global marketing blog, posts that inspire positive feelings are shared the most often (2019, par.15). Since many of the CRC’s posts highlight disasters, users likely wouldn’t view the CRC’s social media as a positive, shareable site.

The CRC seems to get more comments/likes/shares on personal photos/posts (Screenshot 2). This could be because these posts are perceived as more positive and opens up room for engagement with viewers. Buffer, a social media management platform states that, “posts with more active and thoughtful interactions will get more reach” (2018, par. 9). The use of hashtags like #photooftheday paired with a captivating photo and story could result in an increase of communication on the post, which in turn could also result in a further reach, and cycle on. Unfortunately, the CRC does not usually reply to comments or shares, which may discourage further communication from users.

Conclusion/Recommendations

Although the Canadian Red Cross is an active, popular NGO, their social medias lack in engagement. The CRC could further expand their reach and viewer-to-donator/volunteer conversion rates by increasing their engagement with online users. In order to do this, the CRC should re-evaluate the format in which they normally post. For example, instead of “help meet the humanitarian needs emerging after cyclone Eldai struck…donate now” (screenshot 1), the CRC could write “Our team is ready to help the people of Mozambique after the devastation of cyclone Eldai. Help us by donating and make a difference”. Posting with a more positive underlie could further their reach by attracting more viewers and engagement.

To further increase user engagement, the CRC should emphasize posts that highlight their achievements and showcase the impact of donations and volunteers. For example, they could define how influential a five to ten dollar donation is, and push more posts like Screenshot 2. Developing their engagement would also mean making the effort to reply to comments, and create posts which ask questions or share relevant experiences. Taking part in twitter discussions and social media events more often could be helpful as well.

Works Cited

Canadian Red Cross. (n.d). About the Canadian Red Cross. Retrieved March 25, 2019, from https://www.redcross.ca/about-us/about-the-canadian-red-cross.

Digital Marketing Insitute. (n.d). How nonprofits can use social media to boost donations. Retrieved from https://digitalmarketinginstitute.com/en-ca/blog/18-03-2018-how-nonprofits-can-use-social-media-to-boost-donations

Eckstein, Mike. (2019, Jan 15). Social media engagement is the new social media marketing: how to do it well. Buffer. Retrieved from https://buffer.com/library/social-media-engagement. (Original work published 2018, Jun 7).

Go-Gulf. (2014, July 14). What people share on social networks – statistics and trends. Retrieved from http://www.go-gulf.ae/blog/what-people-share-on-social-networks/

Ibrisevic, Ilma. (2018, July 13). 7 Nonprofit social media trends taking over 2018. Donorbox. Retrieved from https://donorbox.org/nonprofit-blog/7-nonprofit-social-media-trends-taking-over-2018/.

Patel, Neil. (2015, Dec. 14). The 6 types of social media content that will give you the greatest value. CoSchedule Blog. Retrieved from https://coschedule.com/blog/social-media-content/.

Ross, Phillip. (2014, Jun 23). How engagement and social interactions correlate with reach. Socialbakers. Retrieved from https://www.socialbakers.com/blog/2203-how-engagement-and-social-interactions-correlate-with-reach

[jesswritt]

Social Media Report for The Canadian Red Cross (draft)

Abstract/Synopsis

This report is an assessment of the Canadian Red Cross’s social media use and identifies which of the organization’s efforts are effective or not, and suggests ways to improve the organizations social media presence. The Canadian Red Cross’s primary strength lies in the organization’s trustworthiness, as it is a top Canadian charity with many followers and supporters. However, the charity lacks in aspects of interaction and engagement with online users. The most effective way for the Canadian Red Cross to achieve increased engagement would be to increase communication with target users and generally work towards a more positively viewed online presence.

Social Media Report for the Canadian Red Cross

The Canadian Red Cross (CRC) is a charitable non-governmental organization (NGO) that focuses on humanitarian action within Canada and abroad. It is part of the International Red Cross and Red Crescent Movement, the largest humanitarian network in the world (The Red Cross, 2019, par. 2). The Canadian Red Cross’s mission, as stated on their website, is “to improve the lives of vulnerable people by mobilizing the power of humanity in Canada and around the world” (2019, par. 1).

In order to draw attention to humanitarian issues, the CRC increasingly relies on social media. The nature of social media allows non-profits to “reach a larger audience on a relatively limited budget” (Digital Marketing Institute, 2019, par. 4) In order to connect with their target audience, NGOs, just like for-profit businesses, need to be an active online presence. The CRC has there own website from where they run their blog, and they are active on Youtube, Twitter, Instagram, Facebook, and Linkedin as well. The CRC generally uses these platforms to inform on recent disasters, ask for donations, and promote volunteer work.

Although the Canadian Red Cross is a popular and reliable NGO with thousands of followers and supporters, they have a low amount of interaction on their social medias. The CRC could further expand their reach and viewer-to-donator conversion rates by increasing their interaction with online users. According to Buffer, a social media management platform, “posts with more active and thoughtful interactions will get more reach” (2018, par. 9). This report details the CRC’s social media’s strengths and weaknesses and suggests improvements for the CRC’s social media presence in terms of identifying it’s audience, increasing viewership of the organization, and the way in which their message must be altered with these goals in mind.

Methodology

In order to assess the Canadian Red Cross’s social media presence, it is necessary to look at all of their social media platforms, which include their Twitter, Facebook, Instagram, LinkedIn, YouTube, blog, and website. Looking at their followers, likes, comments, reactions, and shares clearly indicated a pattern. It is also important to acknowledge existing research on the Canadian Red Cross, impacts of social media interaction, and what kind of online interaction is the most impactful. These resources combined help pinpoint the strengths and weaknesses of the Canadian Red Cross’s social media presence, as well as determine their audience and suggestions for improvement.

Results

Primary Research

Table 1. The CRC’s social media presence.

Screenshot 1. Sample social media post by the CRC (1).

Screenshot 2. Sample social media post by the CRC (2).

Screenshot 3. Sample social media post by the CRC (3).

Screenshot 4. Sample Followers of the CRC (1).

Screenshot 5. Sample Followers of the CRC (2).

Secondary Research

Table 2 (screenshot). Most Shared Emotions (Go-Gulf, 2014).

Graph 1. Correlation of Impressions and Engaged Users (Socialbakers, 2014).

Figure 1. Correlation Between Positive Feelings and Total Content Views (Buffer, 2016).

Discussion

The Canadian Red Cross provides many programs for Canadians, which isn’t often reflected in their social media posting. While some content provides helpful health and safety tips and suggestions, much of their content focuses on the need for donations for disaster relief. Most of their posts are accompanied by photos, and they often use relevant and popular hashtags (such as #photooftheweek) to bolster their online participation.

Despite being a popular NGO and having a good number of followers across multiple platforms, the CRC’s posts are not shared, commented on, or liked very often. The CRC has thousands of followers but only 10-300 likes, up to 30 shares, and up to 20 comments approximately. This may be because social media users are unsure of how to respond to a post about a disaster. They may feel inappropriate using the “like” or “heart” to express their feelings about a large number of people dying. Furthermore, posts which inspire positive feelings are the ones that get shared the most (CoSchedule, 2019, par.15). Since many of the CRC’s posts highlight disasters in need of relief (screenshot 1 & 2), the pictures and sad statistics that often accompany those posts are not set up to bring about feelings of happiness.

The Canadian Red Cross seems to get more comments/likes/shares on personal photos/posts (screenshot 3). This could be because these posts are perceived as more positive and opens up room for engagement with viewers. The use of hashtags paired with an engaging photo and story could have resulted in an increase of communication on the post, which in turn could also result in a further reach, and cycle on (Graph 1).

The audience of the Canadian Red Cross seems to be users of all ages who believe in humanitarianism and general world affairs. They like to keep updated in politics and could be creatives such as writers and artists or in medical/health fields, as well as professional fields (screenshot 5). Many large companies such as Telus and Starbucks Canada follow the CRC as well (screenshot 4), perhaps because they like to donate the the CRC or repost their information. It is also important to note that the target audience would have a surplus of money and time to donate to a nonprofit. However, the larger the reach within the CRC’s audience, the more likely the CRC is able to attract donators and volunteers.

Conclusion

To appeal to their audience, the CRC should emphasize posts that highlight their achievements and showcase the impact of donations and volunteers. While highlighting what disasters are most in need to relief, the CRC should make it clear where the donation money goes. They could achieve this a number of ways; for example, by stating what percentage of the money goes where or by defining what five dollars could buy for someone in need. By starting posts with a positive message, the CRC could further their reach and attract more viewers and engagement. The more engagement the CRC has, the higher the viewer-donator/volunteer conversion rates could be. In order to obtain more engagement, the CRC could push more posts such as screenshot 3, and overall write their posts with a more positive underlie. Instead of “hel- meet the humanitarian needs emerging after cyclone Eldai struck…donate now” (screenshot 1), the CRC could write “Our team is ready to help the people of Mozambique after the devastation of cyclone Eldai. Help us by donating and make a difference”, for example. For different posts, asking questions and sharing experiences could increase user engagement as well.

Works Cited

Canadian Red Cross. (n.d). About the Canadian Red Cross. Retrieved March 25, 2019, from https://www.redcross.ca/about-us/about-the-canadian-red-cross.

Ibrisevic, Ilma. (2018, July 13). 7 Nonprofit social media trends taking over 2018. Donorbox. Retrieved from https://donorbox.org/nonprofit-blog/7-nonprofit-social-media-trends-taking-over-2018/.

Patel, Neil. (2015, Dec. 14). The 6 types of social media content that will give you the greatest value. CoSchedule Blog. Retrieved from https://coschedule.com/blog/social-media-content/.

Digital Marketing Insitute. (n.d). How nonprofits can use social media to boost donations. Retrieved from https://digitalmarketinginstitute.com/en-ca/blog/18-03-2018-how-nonprofits-can-use-social-media-to-boost-donations

Go-Gulf. (2014, July 14). What people share on social networks – statistics and trends. Retrieved from http://www.go-gulf.ae/blog/what-people-share-on-social-networks/

Eckstein, Mike. (2019, Jan 15). Social media engagement is the new social media marketing: how to do it well. Buffer. Retrieved from https://buffer.com/library/social-media-engagement. (Original work published 2018, Jun 7).

[jesswritt]

What is SEO?

(Read from bottom to top)

[jesswritt]

This seems like a fun, informative app for nature lovers! I wonder if the app allows you to save previously searched plants so that you could memorize them? Or if it lets you share results? It would be interesting to be able to name all the plants I walk by!

This nature lover’s app was made for me!

If you’ve been mesmerized by beautiful flowers or intricate leaves and wondered what you were looking at this might be the app for you, too! Here’s the scoop:

[jesswritt]

I like your review! I kind of want to download Opera Touch now. Does the app have any weaknesses? Would you say it’s better than just using Google?

Thanks!

Check out my review for the new Opera Touch App!

[jesswritt]

APP REVIEW: SKIPLAGGED

[jesswritt]

XOXO — The Right Kind of Chocolate.

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Revision of “Death by XOXO” sample

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Dearest chocolate-lover,

Welcome to the wonderful world of chocolate — the right kind.

XOXO’s chocolate is some of the best you can find on the market. Our many flavours don’t only bring joy to your taste buds, but they bring joy to your wallet and give you peace of mind too! XOXO’s mission is to do it right and improve the world by reinventing everyone’s favourite treat — chocolate.

Where else can you buy something so sweet that tastes so right?

The Right Kind of Farming.

Our delicious treats are always fair trade and sourced from Peruvian farmers in the Peruvian valley. We strongly believe in farmers’ rights: no big factories here. Directly from your purchasing power to their hands, this is a revolution in chocolate!

(You might be thinking, “why the emphasis on Peruvian sourced chocolate?”. Well, the best quality cacao is actually from Peru. Take a look at EnigmaPeru’s article below.)

The Right Kind of Ingredients.

XOXO’s chocolate is made with real ingredients that make every bite taste just so good. Our products are sustainably-sourced and made from fair trade ingredients that are always non-GMO, non-artificial, gluten-free, soy-free, and corn-free.

(Fair trade chocolate is important. Check out “5 Reasons to Eat Fair Trade Chocolate” to find out why.)

With three delightful flavours of chocolate, we hope you will join us in making the world a sweeter place; a place where you can enjoy your favourite treat in all the right ways.

XOXO,

Chocolate

[jesswritt]

little study session

[jesswritt]

concept: waking up early, eating a healthy breakfast, going for a run, drinking enough water, finishing assignments on the first day and not last minute, having clear skin, not being stressed 24/7, 

[jesswritt]

i’m already missing the winter even though it technically isn’t over yet ❄️  also you can tell how much i procrastinated this week with a glance at that sunday todo list 😭💀

[jesswritt]

Your customers don’t care about your product, your brand or your company. They care about themselves, their hopes, their dreams and ambitions. Help them fulfil these aspirations and you will win them over… 

[jesswritt]

Editing a Writing Sample

(Assignment for “Writing for Social Media”)

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1. Summarize the post by identifying the main ideas/highlights/conclusions in three to five sentences and identify any grammatical errors.

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“Death by XOXO” seems to be an advertisement piece about the chocolate brand XOXO. The piece seeks to inform readers of their chocolate products and persuade readers to buy into their brand/products. Key descriptors of their products are: fair trade, sustainably sourced, non-GMO, non-artificial, gluten-free, corn-free, and soy-free. XOXO highlights that their products are “right”, ethically and in taste. The brand hopes to sell to consumers that are interested in making the world a better place.

Grammatical errors (rewritten):

“…our many flavours don’t only bring joy to your tastebuds, but they bring joy to your wallet and give you peace of mind too!”

“We believe in farmers’ rights: no big factories here.”

“XOXO’s mission is to do it right and improve the world by reinventing everyone’s favourite food – chocolate!”

Omit “always real” because a similar phrase is repeated afterwards.

“Each chocolate and candy…”

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2. Add a question or comment regarding structure.

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In terms of structure, I would break apart some of the paragraphing to make it easer and more interesting to read. For example, “Where else can you buy something so sweet that tastes so right?” can potentially stand alone. I would also consider adding subheadings to organize/emphasize the introduction, mission, and conclusion.

[jesswritt]

The world needs more individuals who are willing to work their hardest.

[jesswritt]

On Reblogs vs. Likes/Comments vs. Hits From a Business and Marketing Perspective

I see people complaining a lot that their art or stories aren’t getting enough attention because they have x notes and only 20% of them are reblogs (on Ao3, replace “notes” with “hits” and “reblogs” with “comments”). For instance, 150 total notes, but only 30 reblogs.

Here’s the thing: from a business marketing standpoint? That’s fantastically high. (Source: I have a business degree and took lots of marketing classes.)

A successful marketing campaign–a poster, a video, anything–is considered successful when it hits 5% interaction. When five percent of the people who see it share it or act on it. FIVE PERCENT. And that’s with paid ads to target it.

Anything above five percent? Congrats. You’re literally doing better than actual professional marketing agencies with none of the resources.

I know it’s disheartening. But very, very rarely are things shared that much. If a marketing video gets that kind of ratio, it’s an unparalleled success. So for you to get even 6% 10%? 15%? 20%?

You’re doing great.

[jesswritt]

- Photo credit: www.pexels.com

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.Understanding Social Media.

You have probably come across many blogs and websites, some of which you relate to and enjoy more than others. You may even have your own blog, forum, or site, or have considered creating something similar.

Have you ever wondered why some sites are more enjoyable and popular than others? Or what makes a blog more interesting?

Understanding how social media interacts and appeals to viewers can help better your own social media sites (if that’s what you want to do), or simply help you reflect on how the internet communicates with you.

(For more information on what makes an appealing site, click the link below)

https://nomiscomwebdesign.eu/what-makes-a-successful-website/#Online-Marketing

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.My Experience.

Learning how to appeal to audiences through social media is one reason I’m taking “Writing for Social Media”, a course offered at Queen’s University.

After seeing so many successful artists on Instagram, I tried creating an account for my illustrations. I challenged myself to draw more and post every couple of days. It worked for a while, but I quickly felt unconfident.

A few things I noticed were:

• My drawings weren’t as good because they were rushed

• I had no idea how to caption images or write posts effectively

• My feed didn’t look as good as those of other artists

I was basically just winging it, and I eventually gave up on posting at all.

I came to the conclusion that if I could learn how to use social media successfully, I could apply those strategies to future endeavours. Maybe I’ll have another go at sharing my art, or maybe I can use those strategies for future writing careers.

(For more information on why planning your social media is important, check out Storkey Media’s “42 reasons why you need a social media plan”. Much of the information can be applied to personal platforms as well)

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.The Role of Social media.

Social media connects us. Posting through Tumblr will help me apply the skills I learn from the course, while also offering you a bit of information (if you are as new as I am).

Actively posting will also help me find my voice through writing, and figure out how to cater to a specific readership – an experiment of sorts.

To sum up, I will be using this platform to share my experiences of utilizing social media to build an audience.

If you’re interested in my journey through this course, hit the follow button. You can also message me for any questions you may have.

Thanks for reading!

- Jess