Assignment: Social Media Metrics
Your client is the World Wildlife Fund (WWF) (worldwildlife.org). They are a non-profit organization that focuses on the environment and protecting endangered animals. Here's how they describe themselves:
The world's leading conservation organization, WWF works in 100 countries and is supported by more than one million members in the United States and close to five million globally. WWF's unique way of working combines global reach with a foundation in science, involves action at every level from local to global, and ensures the delivery of innovative solutions that meet the needs of both people and nature.
WWF is worried about their future. They have a great reputation among older generations of Americans but their membership is lagging among 18-29 year olds. They are about to develop a new digital strategy but they aren't sure where they stand with audiences for their digital channels. Your assignment is to answer each of the following questions in an effort to use data to help WWF build a high-quality digital strategy for their preferred audience.
Details:
Your grade will depend on the thoroughness and accuracy of your answers, as well as your creativity in finding and analyzing data. Leave time to proofread.
1. What social media platforms does WWF actively use to communicate with its audiences? On which of these platforms does WWF have the biggest audience?
2. WWF would like to advertise on Facebook as part of their Washington campaign. Use the Facebook Ad Manager and choose "Audience Insights" from the menu in the top left. Identify two different audiences you think would be good for WWF, combining demographics with psychographics. Include screenshots of the two audiences you chose, and explain how why you picked these audiences.
3. Choose any two platforms (e.g., Facebook and Instagram) and identify the two most engaging posts relevant to WWF's vision and mission on each platform from the last week. How do you know they were the most engaging (what data analysis did you do?)? Why do you think they were so engaging? Can you identify any similarities across these four posts?
4. WWF is thinking about partnering with the Washington Environmental Council (@wecprotects) for a local campaign focused on Washington issues. You need to analyze Washington Environmental Council's Twitter account to evaluate whether this partnership would be effective. Go to twitonomy.com and sign in with your Twitter account. From the main page, go the section labeled "Analyze a Twitter profile" and enter "@wecprotects." Use the Twitonomy analytics data to answer the following questions:
o On average, how often does @wecprotects tweet per day? [Note: Twitonomy calculates this for you.]
o The number of mentions in an organization's tweets is a good indicator of how much interaction the organization has with its audiences. On average, how many mentions per tweet does this account have? [Note: Twitonomy calculates this for you.]
o What data on this page could help you identify influencers? Who do you think are the five most important Twitter influencers among their Twitter followers? Please justify your choice with data evidence.
o You are hoping to launch your Twitter partnership over a weekend. Would this be a good fit with the typical timing of tweets from @wecprotects? Justify your answer with data.
Format your assignment according to the following formatting requirements:
1. The answer should be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides.
2. The response also includes a cover page containing the title of the assignment, the student's name, the course title, and the date. The cover page is not included in the required page length.
3. Also include a reference page. The Citations and references should follow APA format. The reference page is not included in the required page length.