Habitat for Humanity (Vanity Metrics)
@habitatforhumanity is a non profit organization dedicated to helping families thrive through affordable homes and providing decent homes for poor communities. You can find Habitat for Humanity on several social media platforms: Youtube, Facebook, Instagram, Twitter, and Threads.
Lets take a look at some of the vanity metrics:
Instagram-There are currently 1,986 Instagram posts from habitat for humanity, 160k followers, and 100-8,000 likes per post.
Twitter-Habitat for humanity has 996.7k followers on twitter, 31.4k posts, and 400-2000 views per post.
Youtube-Habitat for Humanity has 14.4k subscribers, 807 videos, the highest amount of views a video has received is about 320,000.
There are a number of way Habitat for Humanity could boost their vanity metrics. One way they could boost their audience engagement is by posting more tweets aimed towards fundraising with the use of more digital graphics, as well as links to donations and events. Tweets with a theme of fundraising received the highest average engagement out of all tweet themes. The use of digital graphics being the primary type of media content has also been shown to have the highest number of user engagement as well.
Another way Habitat for Humanity can increase their vanity metrics is by sharing posts about active volunteer work and donors that have helped this organization in the past. Using hashtags and specific images of volunteers/donors can really help increase engagement levels as well. Habitat for humanity should also start posting on major holidays and awareness days. These holidays don't necessarily have to be important to raise awareness for their brand, but just awareness in general. https://seesuite.uga.edu/wp-content/uploads/2022/12/AdPR5750-Final-Project_Habitat-for-Humanity.pdf
To show that this organization supports national woman's day for example, can humanize the brand a little bit more and have more respect, engagement, and possibly more followers. Christmas time is another great example, it is a great way to spread joy to others while also putting your brand out there. "Merry Christmas" is a sentiment that appeals to everyone, so posting a nice merry Christmas for all your followers can be a way of making them feel more emotionally vulnerable to the idea of donating to a housing organization. https://nueramarketing.com/how-to-post-about-holidays-as-a-brand-on-social-media/#:~:text=Other%20Tips%20For%20Brands%20Posting%20About%20Holidays%20On%20Social%20Media&text=It%20allows%20your%20company%20to,are%20not%20from%20your%20company.
Habitat for Humanity should consider using an advanced metric such as tracking sentiment analysis on instagram. See what your followers are saying about your organization through comments, tagged posts, and instagram threads and reply to these people to show that you are hearing what they have to say and will take their insights into consideration for improvement. This could also be done on Youtube as well. Going on lives that are centered around audiences can be more effective than just posting another YouTube video. Q and A's are really popular, so going live to answer audience questions and concerns can be a good way to address problems people may have with the organization. Habitat for humanity should also consider using a channel metric that tracks and measures the number of people who visited your YouTube channel. Or for instagram, the number of people who engaged in the content by either liking, commenting, sharing, or reposting. And lastly, one behavioral metric that habitat for community could consider is looking into their follower growth. How many new subscribers do they gain in a day on YouTube and how many new followers do they gain in a day on instagram. https://www.sprinklr.com/blog/social-media-metrics/
