Social Media Audit: Habitat for Humanity of Rhode Island - Greater Providence, Inc.

Faculty Advisor:

Dr. Anthony Fruzzetti

Research Team:

Michael CavallaroRose Gnatovich

Chad KellyJacqueline McKinnon

Jason SeraphinNatalie Shay

Maureen Spillane

November 20, 2014

Table of ContentsIntroduction......................................................................................................................................2

Social Media Audit by Platform......................................................................................................2

Summary..................................................................................................................................2

S.W.O.T. Analysis of Overall Social Media Presence............................................................3

Analysis of Platforms..............................................................................................................4

Recommendations by Platform........................................................................................................6

Website....................................................................................................................................6

Facebook..................................................................................................................................8

Twitter....................................................................................................................................11

Recommendations for Creating Content Across All Platforms.....................................................12

General Best Practices for Social Media...............................................................................12

Recommended Tools for Managing Content Calendar.................................................................12

TweetDeck.............................................................................................................................12

Suggestions for Future Research...................................................................................................14

Glossary.........................................................................................................................................15

Appendix A: Sample Content Calendar (6-month).......................................................................18

Appendix B: Quick Insights..........................................................................................................26

Appendix C: Sample Tracking Sheet............................................................................................27

References......................................................................................................................................28

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IntroductionThis study began as survey research with the purpose of creating recommendations for

the opening of a ReStore in Providence, Rhode Island. A questionnaire was developed and distributed using Habitat for Humanity of Rhode Island-Greater Providence, Inc.’s (henceforth referred to as Habitat Providence) social media platforms as well as an email list, provided by the client. During the distribution phase, it became apparent that Habitat Providence did not have enough engagement and/or reach on their social media platforms with which to generate the desired amount of 600 responses that would allow for an accurate representation of the general population.

The team provided an updated social media audit in November, 2014. The details of the audit are explained in the following sections. The elements of the audit include Habitat Providence’s website, Facebook page, and Twitter account. The recommendations targeted at increasing the effectiveness of each method of online communication were derived from the audit.

Social Media Audit by PlatformSummary

Client: Habitat for Humanity Rhode Island-Greater Providence, Inc.Duration of Audit: September 9 through November 22, 2014Purpose of Audit: The purpose of this social media audit is to analyze the current

effectiveness of Habitat Providence’s social media accounts in order to develop a comprehensive social media strategy that will increase the reach, engagement, and impressions for content posted on each social media platform.

Social Media Environment: Habitat Providence currently has a presence on two social media platforms as well as their own website. Their website, Facebook page, and Twitter account each maintain varying levels of activity. However, out of those three web platforms, the Facebook page is currently the most complete, active, and most frequently updated.

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S.W.O.T. Analysis of Overall Social Media Presence

Strengths Backing from and affiliation with national organization Have a presence on two platforms Well-known organization Already receives a small marketing budget Team is enthusiastic about utilizing social media Team understands basics of Facebook Large number of volunteers and donors

Weaknesses Twitter is not updated frequently Facebook posts are infrequent and inconsistent Team does not dedicate time to upkeep Social media sites not promoted on website or used in email signatures Team needs training in Twitter, Instagram, and Facebook Limited budget for marketing and advertising

Opportunities Habitat Providence needs an outlet to increase brand awareness and develop a memorable

brand personality Inform about fundraisers, events, seminars, and activities through social media platforms

to gain awareness Hire interns and/or students who will focus on maintaining Habitat Providence’s social

media presence Creating organic reach through social media is free which means it is the most cost

effective to increase brand awareness

Threats Other Habitat for Humanity Chapters and other local nonprofits’ social media presences

are competitors National organization may overshadow local chapters Not gaining support for social media efforts

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Analysis of Platforms

WebsiteCurrently, www.habitatprov.org is relatively simple to navigate. However, compared to

Habitat for Humanity's national page (www.habitat.org) and other affiliated pages, the content tends to be outdated and infrequently updated. When a user first opens up Habitat Providence’s website, he or she will see a clearly labeled menu with six tabs. An identity banner is made viewable, located under the menu, which is a still banner that illustrates Habitat Providence’s main goals: building homes, building community, and building hope as seen in Figure 1. Below and to the far left of the banner is a section outlining information from various organizations and contributors as well as multiple call to action statements encouraging readers to volunteer and/or donate to the organization. To the right of the “Information” section is the “Support Habitat Providence” section, which is dedicated to promoting current supporters and volunteers. The last two sections that are prominently featured on www.habitatprov.org are titled “Opportunities” and “Links.” There is currently a brief call to action asking for volunteers, donors, and to “...follow us on Facebook.”

Figure 1: Habitat Providence’s website

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FacebookThe first of Habitat Providence’s social media platforms is Facebook

(https://www.facebook.com/pages/Habitat-for-Humanity-of-Rhode-Island-Greater-Providence-Inc/188552207480.) The page name is Habitat for Humanity of Rhode Island-Greater Providence, Inc. The profile picture is Habitat Providence’s logo and the page currently has a cover photo that shows volunteers at a build site. As of November 1, the Facebook page had 1,019 likes. Between September 29 and October 29, the page posted eight times of which seven were posted by the research team asking for the page’s audience to participate in the ReStore survey. These posts created an average daily reach of 26 unique users, a daily average engagement of two users, and generated an average of 61 impressions per day.  

Other than posts scheduled by the research team, most of the posts on Habitat Providence’s page have been about constructing a ReStore in Providence, Rhode Island. One notable post that linked to an article with Providence Business News was boosted by one of the Facebook page administrators by $40, ultimately reaching 11,208 people, which generated 48 likes, comments, and/or shares. The current audience of Habitat Providence’s Facebook page consists of 61% women and 38% men. The age ranges of each gender are detailed in Figure 2.

Figure 2: Facebook Insights

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TwitterThe third and last social media platform on which Habitat Providence has a presence is

Twitter. Their account handle is @HabitatProv and as of November 17, they have 78 tweets, are following 165 other accounts, have 105 followers, and had one other tweet as a favorite. The profile picture and cover photo are the same as the ones that appear on their Facebook page. Out of the 78 tweets tweeted by @HabitatProv, there has been minimal amount of engagement from their followers. Also, it is important to note that 27 of the tweets were scheduled by the research team in order to generate responses for the ReStore survey.

Recommendations by PlatformWebsite

Habitat Providence’s current website has a strong foundation but needs more efficient and impactful ways to communicate and illustrate their efforts in Rhode Island. Attention grabbing web pages that include sticky content will keep readers’ attention for a longer amount of time. It is important to understand the significance of catching consumers’ attention, building a brand personality, and keeping individuals involved when developing a strategy to increase awareness of a brand’s online presence. In order to best identify the ways in which certain website features increase awareness, a comprehensive knowledge of how Habitat Providence’s audience engages with the website must be developed.

Guiding readers that are in the early stages of investigating www.habitatprov.org to current news, happenings, and contribution to the community will get individuals to become more active and engaged. Simplifying information and the ways in which users can get involved by offering trustworthy information tailored to user’s needs and wants will help build long-lasting and invested readers. In a study conducted by Corporate Executive Board, they discussed the “decision simplicity index,” which gauges how “easy it is for consumers to gather and understand (or navigate) information about a brand, how much they can trust the information they find, and how readily they can weigh their options” (Spenner). Simplifying website design allows the brand to “flex new muscles and rethink how they craft their communications” (Spenner). In order to transform Habitat Providence’s current website into a more engaging and simple user experience, the research team has developed several action items.

Recommended Action Items Substitute the identity banner for an attention grabbing visual, multi-image rotating

banner that informs readers of current happenings, exciting news, and ways to engage and participate as shown in Figure 3.

Position social media icons that link to each respective platform in the main menu in order to draw attention to Habitat Providence’s social media sites. Highlighting the social media icons allows the navigator to take in more information during a shorter amount of

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time ultimately conveying Habitat Providence’s message more quickly while reaching a bigger audience and competing at a higher level for consumer attention.

Reorganize the information under the “Information” and “Opportunities” section into a “Volunteer” section and a “Donate” section. This creates a clearer call to action for the reader ultimately increasing engagement for both sections.

Figure 3: New York Website

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FacebookIn order to create a more engaged audience on Habitat Providence’s Facebook page, the

research team developed recommendations that focus on the design/organization of the Facebook page and how to create engaging content. The user experience for Habitat Providence’s Facebook page should be intuitive and should catch the audience’s attention immediately after opening up the page. In order to improve the user experience on Facebook, the team created a set of actionable items that once executed, will (1) contribute to creating an fully integrated brand personality across all of Habitat Providence’s social media platforms and (2) offer guidance on how to create engaging content.

Recommended Action Items

Recommendations for Design and Organization Resize the current profile picture so that the entire image is visible on the Facebook page. Update the “Overview” section to include an address, contact information, add

subcategories, etc. (See Figure 4.) Enter a Facebook web address for the page in the “Page Info” section which will

ultimately provide Habitat Providence with a more concise and print-friend URL when directing users to the Facebook page. (See Figure 5.)

Figure 4: Facebook Overview

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Figure 5: Facebook Page Info

Recommendations for Creating Content on FacebookDeveloping content that invites the consumer to like the page and that encourages readers

to share and comment on posts increases reach and will ultimately generate more likes and engagement. In turn, Habitat Providence will increase their volunteers and potential future donors. The most recent posts have been scheduled by the research team and are aimed at gathering information through an anonymous survey which they have repeatedly posted attempting to gather raw, primary research data from current consumers. These posts, however, will not be a long-term campaign meaning that it is recommended that Habitat Providence develop new campaigns in order to continue to post relevant content for their audience. Facebook is the most frequently used and implemented source of dispersion of information that Habitat Providence has. Most of the followers and/or Facebook users that have liked the page vary in demographics and they can in turn reach a larger population. Becoming more involved will only generate a longer lasting impression and brand persona in the eyes of the potential participants. Below is a list of actionable items in order to improve Facebook posts.

Tag relevant pages in posts especially if when promoting an event and including sponsors in the copy of the post.

If the Habitat Providence Facebook page name or handle fits naturally into the post, use that opportunity to tag Habitat Providence’s page or handle in order to increase reach.

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When making a post that includes a link, allow the thumbnail of the link to come up and then remove the hyperlink.

When sharing a post from another page, add original copy to make the post more engaging for Habitat Providence’s audience.

Post to Facebook 4-6 times a week unless there is a special event being promoted or premeditated social media campaign that would require more a higher frequency of posts.

Develop social media campaigns focused on the following categories: volunteer opportunities, donor opportunities, information on upcoming events, and share content from the main organization page for Habitat for Humanity.

When writing copy, use pronouns like “we” and “our” rather than “I.” This eliminates the need for the author to include a signature such as the post shown in Figure 6.

When promoting an event, create a Facebook Event in the “Events.” Reorganize the tabs that appear below the cover photo to include a link to the

@HabitatProv Twitter account in order to drive more users to other social media platforms.

Figure 6: Facebook Post

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TwitterThe research team’s recommendations for Twitter are similar to those referenced in the

recommendations made about Facebook. The profile picture and cover photo should be sized properly so that the entire image is visible when viewing @HabitatProv’s profile. The current view of the profile is included as Figure 7. Further, the content posted on the Facebook page should be authored in a way that is most appropriate for Twitter. Posting the same content on all social media platforms while editing the copy to either fit a character limit or be more relevant to each respective platform helps to create an integrated marketing strategy and creates more user engagement on all platforms. Below are the research team’s recommendations on action items that will improve the user’s experience on @HabitatProv’s Twitter profile.

Recommended Action Items Tag handles of relevant accounts whenever possible and use relevant hashtags. Both

handles and hashtags dramatically increase retweets and favorites. Put a period before a handle if the handle is the first thing to appear in your tweet. This

will allow the tweet to be seen by all followers of @HabitatProv and the handle that appears after the period.

When in doubt, use an image. Tweets with images get a lot more reach if they have an image vs. without.

Post to Twitter daily unless there is a special event being promoted or premeditated social media campaign that would require more a higher frequency of posts.

Figure 7: Habitat Providence’s Twitter

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Recommendations for Creating Content Across All PlatformsSocial media platforms, including Twitter and Facebook, require consistent application,

attention, and the recording of results for further optimization. To successfully begin the process of social media interaction, a strategic plan must be developed for one to adhere to regularly.

General Best Practices for Social Media1. Tag relevant Facebook pages and Twitter handles in posts whenever applicable. 2. Like, comment on, favorite, and selectively retweet posts from accounts that Habitat

Providence has partnered with or with accounts that share a similar audience.3. Use images, relevant hashtags, and tag relevant non-Habitat Providence accounts

whenever possible in order to create organic engagement through the audiences of other pages/accounts.

Recommended Tools for Managing ContentContent Calendar

Using a content calendar similar to the sample content calendar in Appendix A can help a social media team plan out content across all platforms. Below are some of the best practices when using a content calendar.

1. Plan out posts about events and include hashtags and the names of pages/handles that are also associated with the event being promoted.

2. See what has been already scheduled and/or posted.3. Use the Quick Insights (see Appendix B) to see when the best time is to post depending

on the day of the week.4. Track number of tweets and followers once a week in order to determine the

effectiveness of Habitat Providence’s content on the Tracking sheet included in Appendix C.

TweetDeckTweetDeck is a tool that can be used as a web application or downloaded as software that

allows the user to track, organize, and analyze one or more Twitter accounts in real-time. TweetDeck is free and intuitive to use. Below are the most useful functions of TweetDeck according to their website. An example of what a TweetDeck dashboard may look like for @HabitatProv is shown in Figure 8.

Monitor multiple timelines in one easy interface. Schedule Tweets to be posted in the future. Turn on alerts to keep up with emerging information. Filter searches based on criteria like engagement, users and content type. Never hit refresh again: TweetDeck timelines stream in real-time. Manage multiple accounts, Tweet and follow from one or all.

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Figure 8: Sample Tweetdeck Dashboard

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Suggestions for Future ResearchIt is recommended that the current survey study be placed on hold until Habitat

Providence establishes a following on social media that will allow for a higher response rate. A future Johnson & Wales University DWE (Directed Work Experience) research team will be able to pick up where the original survey study left off. They would be tasked with completing the collection of responses and providing Habitat Providence with an analysis of that data.Another recommendation is for Habitat Providence to establish a professional relationship with the South County chapter. This would allow the future research team to have a physical location to gather responses from current ReStore consumers as opposed to relying solely on digital methods.   

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Glossary

Boosted

Boosted posts appear higher in News Feed, so there's a better chance the audience for the posts will see them. Boosted posts are labeled Sponsored.

Comment

A response that is often provided as an answer or reaction to a blog post or message on a social network. Comments are a primary form of two-way communication on the social web.

Cover Photo

The large picture at the top of your profile, right above your profile picture.

Daily Reach

The number of people who have seen your post in their News Feed per day.

Engagement

The number of unique people who have clicked, liked, commented on or shared your posts during the last 7 days. Likes, Comments, Shares and Post Clicks show the totals for these actions during the last 7 days.

Facebook

A social utility that connects people with friends and others who work, study, and live around them. Facebook is the largest social network in the world with more than 800 million users.

Favorite

Favoriting a Tweet indicates that an individual liked a specific Tweet. You can find all of your favorite Tweets by clicking on the favorites link on your profile page.

Follower

Another Twitter user who has followed you to receive your Tweets in their Home stream.

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Following

Subscribing to a Twitter account is called “following.” To start following, click the Follow button next to the user name or on their profile page to see their Tweets as soon as they post something new. Anyone on Twitter can follow or unfollow anyone else at any time, with the exception of blocked accounts.

Hashtag

A tag used on the social network Twitter as a way to annotate a message. A hashtag is a word or phrase preceded by a “#.” Example: #yourhashtag. Hashtags are commonly used to show that a tweet, a Twitter message, is related to an event or conference, online or offline.

Impressions

The number of times a post from your Facebook Page is displayed, regardless of where a person sees it. A single person can see a post multiple times, thus creating an impression for every time that content is viewed.

Likes

An action that can be made by a Facebook user. Instead of writing a comment for a message or a status update, a Facebook user can click the "Like" button as a quick way to show approval and share the message.

Page Like

The number of unique people who like your Page. New Page Likes shows the number of new likes your Page received during the last 7 days, compared with the previous 7-day period.

People Talking About This

The number of unique individuals who have created a story about your Facebook Page during the time period you select.

Profile Picture

Your profile picture is the main photo of you on your profile. Your profile picture appears as a thumbnail next to your comments and other activity on Facebook.

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Reach

The number of people who have seen your post. Your post counts as reaching someone when it's shown in News Feed whether it is organically or through a paid, sponsored ad.

Retweet

When someone on Twitter sees your message and decides to re-share it with his/her followers. A retweet button allows them to quickly resend the message with attribution to the original sharer's name.

Share

A link under posts and updates that allows you to share the content posted with an audience of your choice. Content can be shared on your own timeline, on a friend’s timeline, in a group, on a page you manage, or in a private message.

Tag

A tag links a person, page or place to something you post, like a status update or a photo. For example, you can tag a photo to say who’s in the photo or post a status update and say who you’re with.

Tweet

A Tweet may contain photos, videos, links and up to 140 characters of text. Can also be the act of sending a Tweet. Tweets get shown in Twitter timelines or are embedded in websites and blogs.

Twitter

A social utility and information network made up of 140-character messages (including photos, videos and links) from all over the world.

Username/HandleA username is how you're identified on Twitter, and is always preceded immediately by the @ symbol. For instance, Habitat for Humanity’s username is @HabitatProv.

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Appendix A: Sample Content Calendar (6-month)

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Appendix B: Quick Insights

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Appendix C: Sample Tracking Sheet

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"Glossary of Terms." Facebook Help Center. N.p., n.d. Web. 20 Nov. 2014. <https://www.facebook.com/help/219443701509174/>.

Habitat for Humanity Int'l. Habitat For Humanity International, 1 Jan. 2014. Web. 13 Nov. 2014. <http://www.habitat.org>.

"Habitat for Humanity of Rhode Island-Greater Providence, Inc." Facebook. Facebook, 1 Jan. 2014. Web. 20 Nov. 2014. <https://www.facebook.com/pages/Habitat-for-Humanity-of-Rhode-Island-Greater-Providence-Inc/188552207480>.

Habitat for Humanity of Rhode Island-Greater Providence, Inc. Habitat for Humanity, 1 Jan. 2008. Web. 20 Nov. 2014. <http://www.habitatprov.org/site/index.php>.

Habitat for Humanity New York City. Habitat for Humanity New York City, 1 Jan. 2014. Web. 20 Nov. 2014. <https://habitatnyc.org>.

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"Habitat NYC." Twitter. Twitter, 1 Jan. 2014. Web. 20 Nov. 2014. <https://twitter.com/HabitatNYC>.

"Habitat Providence." Twitter. Twitter, 1 Jan. 2014. Web. 20 Nov. 2014. <https://twitter.com/HabitatProv>.

"Likes, Reach & Engagement." Facebook Help Center. N.p., n.d. Web. 20 Nov. 2014. <https://www.facebook.com/help/355635011174004/>.

Spenner, Patrick, and Karen Freeman. "To Keep Your Customers, Keep It Simple." Harvard Business Review. Harvard Business Publishing, 1 May 2012. Web. 20 Nov. 2014. <https://hbr.org/2012/05/to-keep-your-customers-keep-it-simple/>.

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"The Twitter Glossary." Twitter Help Center. N.p., n.d. Web. 20 Nov. 2014. <https://support.twitter.com/articles/166337-the-twitter-glossary>.

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