1 Audit and social analysis Name Date Institution 2 Executive summary This audit and social media analysis will improve the human and animal relationship and increase awareness of the Hellen Woodward animal center's aims. The primary purpose and focus of the social media audit are to address the current use of social media to improve awareness and determine the organization's engagements in the various social media platforms. Additionally, the audit will seek to give recommendations on the steps that the organization can use to increase its social media presence in the social media space. After a proper social media audit on the organization's presence, the results show that Instagram and Facebook are the most frequently used platforms, with over 13000 followers on Instagram and over 25000 likes on Facebook. Twitter and YouTube follow closely, although they are less frequently used. Nonetheless, the organization's social media presence keeps growing daily, with new followers following their social media platforms daily. Notably, the social media audit and analysis present the significant objectives Helen Woodward animal center tries to achieve and their work to get the desired results. The main aim in their posts is to create awareness among people on the importance of taking care of the animals since they take care of us too. Additionally, the organization is a nonprofit organization and depends on volunteers to help with various jobs within the ranch. Therefore, social media platforms are also used to attract people willing to volunteer to come and take care of the animals. Nonetheless, the principal purpose is to ensure they create awareness of helping animals through trust, respect, and love. Additionally, most of the content they post on their social media pages is image-based. Mostly, these are the photos of the animals they rescue and images of volunteers with the animals that they are taking care of at the ranch. 3 Introduction and overview Helen Woodward animal center is a nonprofit organization known as 'The Animal Center of the Future. The animal center is located in Rancho Santa Fe, San Diego. The motto of the organization is people helping animals and animals helping people. The animal center gets the name for a good reason: it helps people understand the need to take care of animals with love and dignity. The organization offers various services, with over 14 programs available that take care of the animals. These 14 programs are meant to ensure that people can help animals by trusting them animals and loving them animals unconditionally. The HWAC believes that animals can make a huge difference in people's lives. Therefore, people should also reciprocate that by caring for the animals with love. The organization is a significant advocate of people volunteering to take care of the animals within the 40-acre ranch that they own. Most of the funds for the organization come from collaborations with other organizations and donations from volunteers. The organization has tried various social media awareness plans, such as remember me Thursday in the past. This plan was created on all social media platforms to enable the organization to create more awareness among people on the need to take care of animals. Additionally, the organization is not tied down to a specific animal but advocates for the safety of all animals. The organization has done a great job of creating awareness of the plight of millions of pf animals left orphaned for lack of care. The organization operates a shelter where it takes care of the animals with the help of the people who volunteer to take care of them within the organization's premises. Moreover, the organization has a broad target since its main aim is to create awareness among people on the need to take care of animals. Therefore, it targets a large audience where they can get people to take care of the animals and volunteer to work for the organization. 4 Social media audit channel content frequency performance Opportunity 5=opportunity 1=challenge Instagram Facebook -Sharing photos Two posts per of the animals that have been day rescued. -Sharing photos of the people who have chosen to volunteer within the organization - Sharing photos of the partnerships that have been sealed with other organization. Sharing photos of the animals 2-3 posts daily Engagement is 4 good. Each -A good number photo gets 120 – of following 200 likes. -A good number of likes -Quite active -Has a good 4 engagement with -A good number that have been rescued. -Sharing photos of the people over 25000 likes of followers with and 48000 a large number followers of likes, and it’s who have chosen to volunteer within the organization -Sharing photos of the quite active 5 partnerships that have been sealed with other organization. Twitter Sharing photos of the animals 2-3 posts per day Low engagement 2 Has a low that have been rescued. -Sharing photos of the people who have chosen to volunteer within the organization -sharing photos of the partnerships that have been sealed with other organization. number of tweets and retweets 6 General overview Instagram The performance of HWAC is quite impressive on Instagram. The organization boasts over 36000 followers on Instagram and over 3466 posts. Notably, the organization created an Instagram page with a business profile. The business profile includes their services, such as pet adoption, human education, and community programs. Additionally, the Instagram profile has a clearly defined address of where to locate the organization. Also, the profile has a clickable link to their website. Instagram is a social media platform with constant updates and frequent uploads of videos and photos of the pets adopted in the organization and the pictures of the volunteers working there. The engagement rate and the likes the posts receive have increased, and each post gets an average of 150 – 200 likes per post. Notably, the number of followers is also growing daily; at the moment, the account boasts over 36000 followers. The content posted on the social media page is that of pets the organization adopts. The main pets adopted are dogs and cats. Therefore, most of the posts are photos of cats and dogs. Additionally, they use Instagram stories to spread awareness to people. For instance, the 'kitten season' and 'beagle rescue' are highlights they have used on their Instagram stories to increase awareness of taking care of animals. Engagement Audience Average likes Average comments 200-300 5-10 Followers Posts 36700 3466 7 Facebook Notably, Facebook, just like Instagram, has up-to-date content of photo uploads by the organization. Facebook, just like Instagram, are the top two platforms that HWAC constants updates and posts photos. Additionally, the Facebook account has a business profile with the address of the organization, which also includes the organization's contacts. Additionally, the Facebook profile has a clickable link that can redirect an individual to the organization's main website. Additionally, they have made it clear that the organization is a nonprofit organization and has provided the services they offer on the profile. The main content that is posted on the Facebook page is that of animals that have been rescued. Mainly the photos of cute dogs and cats. The Facebook page boasts a large following with over 48000 followers and over 25000 likes. Therefore, their presence on Facebook is quite impressive. Sharing photos of the animals they adopted has helped the organization get a good social media presence. The images that are posted on social media platform increase engagement since they are photos of pets that are cute. This means they take good care of the animals they have adopted. However, the images of partnerships that the organization post on Facebook receive fewer likes, and there is minimal engagement. Engagement Audience Average likes Average comments Average shares 120 5 6 Followers Page likes 48000 25000 8 Twitter The most noticeable thing about HWAC's Twitter is its profile. They have been on Twitter since 2008. Therefore, the organization has positioned itself well on Twitter. Additionally, the account has over 14000 followers, which is a good number. Additionally, the account has a business profile which includes the organization's location and address. Additionally, the profile has a clickable link redirecting to the main webpage. Moreover, the account also describes the organization's services, such as pet adoption, human education, and community programs. Nonetheless, the social media platform receives low engagement with the audience since it averages five retweets and likes per post. The social media platform shares cute photos of the animals adopted by the organization but does not receive much engagement from the audience, like Facebook and Instagram. Most of the photos shared are of cats and dogs that the organization has adopted. Most of these posts are similar to those uploaded on Instagram and Facebook. Engagement Average retweets Average likes Posts 5 6 7055 photos and videos Audience Followers 14,400 Following 3290 Social analysis 9 Instagram The organization has positioned itself strategically on Instagram, where it uses the photos of cute photos of the dogs and cats they have adopted to increase awareness of the services they offer and attract new followers to its page. The adorable dogs and cats they post on their Instagram page have been able to give them an advantage in spreading their content along with the photos of the animals they adopt. Consequently, they have increased their engagement on Instagram, where their posts get an overage of 200- 500 likes. Additionally, they use the posts to recognize the people who have volunteered to work in the organization and help the animals that they have adopted. Notably, once they realize the people that come to volunteer in the organization, they can get more people who are willing to volunteer and take care of the animals that have been adopted in the organization's ranch. Additionally, they have increased their engagement by sharing tags on Instagram and the photos they post on Instagram. Some of the tags they have shared include; beagle rescue and kitten season. Facebook Just like Instagram, HWAC has been able to gain a large following from Facebook. Additionally, the organization boasts a significant audience engagement from Facebook. For each post that they upload, they get an average of 150 likes and six shares. The organization uses the posts for various purposes, such as to announce their partnerships, to acknowledge the volunteers in the organization, and to post the animals that have been recently adopted. Additionally, the organization uses the posts to increase awareness of the need to care for animals. For example, with the cute photos of the dogs and cats they post on their Facebook pages, they can get new followers and increase audience engagement since people are attracted to the posts. The photos show that the organization can take good care of the animals they adopt. Further, the followers 10 have always joined the organization's effort to create awareness of the need to care for and love animals unconditionally. Twitter HWAC has positioned itself well on Twitter since it has a good following and frequent uploads. Nonetheless, the organization lacks engagement from the posts that they upload on Twitter. The type of content posted on Twitter is similar to that posted on Instagram and Facebook. However, they also provide links to Instagram and Facebook if someone is new and wants to follow the other social media pages. In addition, the organization has made good use of attaching photos to their tweets, and therefore they always attach photos to their tweets. The images they attach are of their adopted animals and would be instrumental in capturing the followers' attention and increasing the organization's engagement with them. SWOT analysis Strengths; -high-quality photos -collaborations -good use of Instagram and Facebook stories -good use of hashtags Weaknesses; - brand image on the social media pages -lack of proper working donations links for people worldwide -lack of clickable links Opportunities; –utilize other social media platforms that are less utilized -utilize tags -collaborations with celebrities -Incorporate videos more 11 Threats; –reliance on fundraisers - Resources - Sustained engagement from the audience - Funding Strengths HWAC uses very high-quality photos in the posts that they post on their social media pages. Additionally, the organization frequently uploads posts across its social media platforms. On average, the organization posts two to three daily posts across its social media pages. Additionally, the seats that are posted serve different purposes. For example, some posts notify the audience of the new animals that have been adopted. Other posts are on the people that have volunteered to work in the organization and are taking care of the animals. Further, some posts are meant to announce the partnerships between the organization and other organizations. Most of these collaborations provide means for the organization to get funding; therefore, once they close a deal with an organization, they post it on social media and notify their followers of the same. Weaknesses Although the organization has done a great job in ensuring that its pages have a business profile and provide links to its main website, some of these links do not work, which is a significant setback to the organization. The links should be working and should not be dependent on location. The links should be able to work worldwide. Further, the organization needs to improve its brand image on its social media platforms. The image used as the profile in their social media platforms does not relate to the type of services or activities they engage in their organization. 12 The profile picture should go hand in hand with their services, which can attract more followers quickly. Opportunities Due to the enormous following and engagement that HWAC has on social media, they have presented themselves with numerous opportunities. HWAC boasts a following from people across the globe. Therefore, they should be able to include a working link that enables people to donate to the organization regardless of their location. The link should be included across the profile of the social media pages. Additionally, they should work on increasing audience engagement on their Twitter by starting hashtags that can increase the organization's awareness and the services they offer. Further, they should also collaborate with celebrities who have a large following. Once the celebrities tag the organization's social media page, they can increase their followers across their social media pages. Additionally, they should also use celebrities as their ambassadors in the awareness of taking care of animals. Moreover, using videos in their posts will also increase audience engagement. Therefore, they should improve and incorporate videos in their posts. Threats The organization's biggest threat is funding. The organization is a nonprofit organization and therefore depends on donations and collaborations to get financing. This means they rely more on fundraisers and well-wishers. Another threat is their engagement with the audience in the comment section. There is minimal engagement between the organization and the followers in the comment section of the posts on the social media pages. 13 Recommendations The organization has done an excellent job of ensuring proper engagement between the followers and the organization. The organization has done a fantastic job on Twitter, with a good following and frequent posts. Nonetheless, the attention is minimal. Therefore, the organization should use volunteer influencers who can help the organization in pushing tags that increase the awareness of the organization. For instance, they can use tags such as remember me Thursday, where the tags aim at encouraging people to remember the animals they have as pets and take good care of them. In addition, people can use the tag to post photos in the company of their pets. This initiative can help increase awareness and educate people on the need to take care of animals. Furthermore, the organization is dependent on well-wishers and fundraisers. Nonetheless, they don't have working donation links on the social media pages. They must add links enabling someone to donate to the organization irrespective of location. Therefore, the links should be able to work worldwide. These links will allow the organization to increase its pool funds since it can get funds from worldwide.
