We joined up with Refugee Resettlement and Immigration Services of Atlanta (RRISA) early this fall. Our goal was to grow their online reach for the benefit of both volunteering and donations. They had already been using Facebook, to a degree, and were looking to add to their social media footprint.
The first step was to analyze their deployed strategy. To be honest, there wasn’t one. Luckily, however, they had posted enough that we could use our suite of analytics products to pull the ends together and see what was getting the most reaction.
For their specific audience, the most interactions occurred right after people arrived at work (around 9:15 AM), and in the hour leading up to the end of business for the day (4-5 PM). Since they do have an international audience, there were also smaller spikes throughout the day.
We also examined well-performing content types. Direct requests for goods, photo albums, and specific thanks garnered the most positive and numerous responses. Links to articles, direct requests for money, and general updates yielded limited results.
Taking this into account along with the results of a few trial runs, we decided that a schedule of around 3 posts a day ( usually early morning, lunch time, and late after-noon) that are a mix of thanks, requests, and photos with limited general updates. Taking this balanced approach, tailored specifically to their needs, we were able to maximize user engagement without overloading users or becoming annoying¹.
Examining the possibility for growth on other social networks is always interesting. Twitter is an obvious choice. LinkedIn was mentioned many times by the client, but their engagement issues make them a basic waste of time (though, keep your eye on them).
Focusing on Twitter as our growth network, we were able to target likely followers and rapidly grow to become the refugee aid organization in our region² with the most followers in a matter of weeks. The percentage growth over the first six weeks of our account management was 967%.
By using analytics, focusing on the organization, and working closely with their employees and volunteers, we have been able to take RRISA to the next level. We are still working closely with RRISA and are continuing to help strategize their social outreach while also working with them on how to use the tools more effectively internally.
- This is especially helpful by letting you save up those spurts of annoying, update-laden days for special events and donation drives.
- Refugee aid organizations in the southeastern United States are tracked for the duration for comparative analytics.