Nicole Patton's Blog

Simple thoughts from a social media junkie.

[winterlilycanada-blog]

Social Media Assessment of Kingston Humane Society

Social Media Assessment of Kingston Humane Society

Submitted by: David Mclean, Janette Miller and Nicole Patton

Abstract

The Kingston Humane Society’s (KHS) aims to “provide shelter and care for homeless animals and investigate cases of animal cruelty in Kingston and surrounding communities, [as well as] to promote responsible pet ownership and compassion and respect for all animals.” The organization must keep this mission statement in mind when using social media in order to attract potential adopters and donators.

After analyzing possible strategies, we recommend that the organization take a more active approach by regularly updating their social media pages and connecting said pages through similar website design as well as SEO targeted links and keywords. The organization should create a posting strategy so that they are consistently “scheduling” posts to ensure regular content across all platforms that is both new and up to date in terms of popular Internet trends such as “Throwback Thursday”. Finally, we would recommend that they focus on a few platforms in which messaging can be linked together in order to create a better flow and attract potential followers.

Introduction

Purpose of the Report:

The purpose of this report is to review and offer recommendations in regards to Kingston Humane Society’s social media presence in order to promote the organization’s message and services to a larger audience.

Methodology and Results:

The team conducted their research by studying the posting methods, content, and popularity of Kingston Humane Society’s social media pages as well as comparing them to other similar organizations. The team discovered that the organization’s posting schedule was irregular and that some social media pages received more attention than others.

Target Audience:

The Kingston Humane Society has most of its presence online. As such it is pertinent that their social media strategy be targeted at those who are most frequently connected on social media platforms. According to Marketing Profs website 90% of individuals in the 18-29 year demographic and almost 80% of those in the 30-49 age bracket are actively engaged in social media use (2013). KHS must devise a strategy to optimize their reach while targeting the largest user groups, those from 18-49 years of age.

Discussion

The following strengths and suggested improvements have been identified in regards to existing social media pages.

Facebook

Facebook appears to be the agency’s social media platform of choice. The following areas were observed as strengths:

Response time to questions.

Photos and links to articles.

Posting regularity.

Suggested improvements:

Uniform design across all pages.

Use of hashtags and keywords.

Use of social media posting trends.

Number of users worldwide: 1,374,000,000 (Statistics Brain Research Institute, 2015)

Twitter

Kingston Humane Society has a Twitter account that is used on a semi-regular basis. The following was noted as a strength:

Have attempted to follow likeminded organizations.

Suggested improvements:

Must post more often with a focus on services offered.

Must be consistent in messaging/branding.

Must use hashtags and keywords as well as interact with other users.

Number of users worldwide: 289,000,000 (Statistics Brain Research Institute, 2015)

Instagram

Instagram, like Twitter, doesn’t appear to be used as frequently as Facebook. The following areas were noted as a strength:

Use of adoptable pets versus emphasis on fundraising efforts.

Suggested improvements:

Increase posting frequency.

Needs to be consistent in messaging/branding i.e. use of logo.

Increase the use of keywords and hashtags.

Number of users worldwide: 302,000,000 (Statistics Brain Research Institute, 2015)

The following suggestions have been made in regards to potential social media pages:

YouTube

The organization has a YouTube channel, but it has not been updated in over six years. However, over 100 million Internet users watch online videos every day (Follett); we would recommend that Kingston Humane Society use this platform to attract more viewers by adding weekly videos of current animals for adoption. The Elephant Nature Park Dogs sanctuary in Thailand has many videos with the kind of content the Kingston Humane Society should post on YouTube:

Pinterest

In 2014, people between the ages of 18 and 44 spent 25 percent of their day on Pinterest (“15 Must-Know Fundraising and Social Media Stats”). We believe that the Kingston Humane Society should take advantage of this site in order to reach potential adopters and donors. We suggest creating “boards” with different “pins” (or photos, links etc.) for adoptable animals, new toys or treats.

Source: Courtesy Michigan Humane Society’s Pinterest page

Conclusion

Summary of Findings:

The Kingston Humane Society is a small group with limited resources that has attempted to leverage social media to increase community awareness, improve fundraising, and promote pets for adoption. Maintaining multiple social media platforms can be a challenge; if used effectively, however, social media with its 1.79 billion users worldwide (“Facts on Social Networks”) can be a great tool to increase awareness.

The organization is actively using Facebook, Twitter, and Instagram with varying degrees of success. Facebook is the most frequently used and has the highest number of followers, sitting at almost 9500 likes. Twitter and Instagram are not used as frequently and have few followers. The agency very briefly used YouTube six years ago and currently does not have a Pinterest account.

In examining their current platforms, KHS is missing many opportunities for the agency to utilize popular social media trends, hashtags, and key words in order to increase effectiveness.

Overall Recommendations:

It is the recommendation of this report that the Kingston Humane Society implement systems that would improve consistency and awareness while increasing market reach. This can be achieved by implementing the following strategies:

Consistency in Branding/Posting – All platforms should be clearly and quickly identifiable. The logo should be prominently displayed as part of the account at the top of the page or as the profile picture for the account. Since Facebook seems to be their main platform it is recommended that KHS link Instagram and Twitter to share directly on their Facebook account.

Posting Strategy – Although posts on Facebook are consistent, it is our recommendation that KHS develop a regular posting strategy to ensure they are consistently publishing content on all platforms on a regular basis. Initiatives such as Pet of the Week, Adoption Stories, or Pet Care Tips could be initiated.

Search Engine Optimization – To improve traffic to their sites it is recommended that KHS increase their use of keywords, hashtags, and links. The use of keywords and hashtags will help allow search engines to see posts and validate them while the use of links will draw traffic back to their platforms.

Drafting a social media strategy using a few simple strategies such as those listed above will help the Kingston Humane Society increase their reach and improve their overall social media presence.

References

“15 Must-Know Fundraising and Social Media Stats.” Nonprofit Tech for Good, 25 January 2015. http://www.nptechforgood.com/2015/01/25/15-must-know-fundraising-and-social-media-stats/.

“Facts on Social Networks.” Statista, n.d. 2 December 2015. http://www.statista.com/topics/1164/social-networks/.

Follett, Andrew. “18 Big Video Marketing Statistics and What They Mean for Your Business.” Video Brewery, n.d. 21 November 2015. http://www.videobrewery.com/blog/18-video-marketing-statistics.

Holmes, Veronica. “Ten Tips for Businesses Using Social Media.” The Globe and Mail. 6 January 2014. http://www.theglobeandmail.com/report-on-business/small-business/sb-tools/top-tens/ten-tips-for-small-businesses-using-facebook/article16126698/.

Nanji, Ayaz. “Who Uses Social Networks: Age, Race, and Income Breakdown.” Marketing Profs, 3 September 2013. http://www.marketingprofs.com/charts/2013/11514/who-uses-social-networks-age-race-gender-and-income-breakdown

“Social Networking Statistics.” Statistic Brain Research Institute, 24 March 2014. http://www.statisticbrain.com/social-networking-statistics/.

[winterlilycanada-blog]

Social Media Assessment of Kingston Humane Society - Rough Draft

[winterlilycanada-blog]

Twitter Essay

1. So let’s talk about #SEO also known as Search Engine Optimization! You’re going to need it if you want to get anywhere on the #Internet

2. Creators of @google came up with the new #SEO to help their viewers find exactly what they’re looking for on the web.

3. On many search engines, people only view the first page of results and click on the first three links. This is called #PageRank

4. Your website’s #PageRank depends on two things: #keywords and #backlinks

5. #Keywords allow a search engine to know exactly what your page is about, while #backlinks help to decide how trustworthy your site is.

6. The #PageRank is always changing. To get more people to visit your site you must include the right #keywords and #backlinks on your pages

7. Always use #keywords that are relevant to your site. If you want to sell surfboards use words like beach, sun, vacation etc. #cowabunga

8. Use #backlinks of articles, social media posts and discussion board threads, especially through legitimate sites relevant to your page.

9. Remember, the more legitimate the website you #backlinks the better your #SEO

10. Also, remember to update your website frequently. Nobody likes a site with old content! #SEO will thank you for it with lots of traffic!

[iamcharlottemillar]

Zomato App Review

Do you like restaurants? Do you like food? Do you like trying new cuisines? If so, definitely check out my new review for the ‘Zomato’ app. I hope you find it deliciously helpful ;)

[winterlilycanada-blog]

Finding a good restaurant to visit seems to be so hard these days! I usually depend on a friend or family member’s recommendations when choosing to eat at a place I’ve never been to before, but this app looks like it might make things a whole lot easier. The fact that you can narrow your search to things like specific dishes is a major plus since I’m such a picky eater! I also like having the ability to see photos of what some dishes actually look like. Although, as you mentioned, it would be even better to be able to make orders or reservations through the app. These apps are supposed to be all about convenience, after all!

[meagosaurus-blog]

Review of “My Asics” for Android

[winterlilycanada-blog]

It’s great that this app is free to use and download! The fact that it’s divided into different sections also seems very helpful, especially the colour coding. But you mentioned other training apps that are better. Which app would you suggest for a runner determined to reach a certain goal?

[winterlilycanada-blog]

Review of Google Translate for Android.

[winterlilycanada-blog]

Lutenblag: The Perfect Place for the Traveller Who Has Seen It All

Tired of the major tourist cities? Looking for a charming, yet exciting, metropolis where rolling hills meets sandy beaches? Then look no further than Lutenblag, the bustling and busy capital of Molvania! Nestled in the Great Central Valley in Europe, this loud and fussy city mixes ancient with modern, boasting exquisite eateries, jaw-dropping scenery and a raucous nightlife. This truly is a traveler’s home away from home!

Waking Up

Our travel team had the exciting opportunity to stay in one of Lutenblag’s finest boutique inns, Hotel Zlad. This property mixes chic with local charm, featuring modern furniture and amazing views of the city’s surrounding hills and seemingly never-ending blue skies. From this view, a traveler can really see just what Lutenblag has to offer!

Start your day at one of the cities fine eateries such as Inside, a coffee house with a clean, European aesthetic serving piping hot cups of rich and savory coffee made exactly to your taste. This inviting atmosphere makes mixing with the locals fun and easy!

Taking a Stroll

Once you’re charged up, take a walk outside along the cobblestone roads, taking in the ancient stone buildings, which slowly give way to the rolling green hills of the Molvanian countryside. Take in the fresh air as you stroll by the verdant, grassy fields in which a host of local animals and flowers call home. Keep your cameras ready as you come over the rise to take in the panoramic view of the sea and sand, a perfect place to lie out in the sun and bask in the salty air.

When you get hungry, stop off at Sprufkil’s Gourmet Hot Dogs, a quaint outpost set on a hillside overlooking the shimmering sea. These delicious treats are juicy and succulent with your choice of a number of locally produced toppings. Relax as you eat with the crash of the waves and the cries of gulls surrounding you in this picturesque location.

Enjoying the Evening

As night falls, head down to the hip lounge known as Club Zlad. This lively place is like a lush oasis hidden away from the bustling streets. Interact with the locals as you listen to live music that showcases Molvania’s most talented musicians. Then, take a moment to try a brew that’s popular with the locals: Blag. This cold and refreshing beer contains a hint of lime that is sure to hit your taste buds in just the right spot!

At the end of the day, you’ll find Lutenblag to be a place that is perfect for a traveler who’s weary of the tired and true places of Europe for tourists. This welcoming city contains all the best parts of the continent that is sure to have you returning soon for another visit.

[winterlilycanada-blog]

Impacts of Poor Writing - Group L, Person B

How can we structure this to appeal to a travel blog audience? In my opinion, travel blog readers are looking for quick and easy information on certain places around the world. They would want the post to be laid out in a logical way so that they would be able to scroll to a certain part that interests them the most, like sections on food. In addition, the “Mad About Molvania” post does not have the correct persona that a travel blog audience is looking for. The descriptions of the scenery, the hotel, and the restaurants are rather vague and uninteresting. In a travel blog everything has to be fully described so that, along with photographs, a person might be able to picture the place. Even the food should have been described at length with explanations about taste, texture, and overall appearance.

The writer might decide to go with a post that describes a day in Lutenblag. Possible sub-topics for this blog post include: morning, afternoon, and evening. These sections should include subheadings on the different places the writer visited at certain times of the day.

Morning

Accommodation (describe Hotel Zlad)

Breakfast (describe breakfast eateries, including the coffee shop, Inside)

Afternoon

Shopping (describe local boutiques)

Walking (describe the city centre and surrounding countryside)

Lunch (describe the eatery that had “amazing soups”)

Evening

Nightlife (describe Club Zlad)

Dinner (describe Blag and Sprufkil’s Gourmet Hot Dogs)

[winterlilycanada-blog]

About Me

Social media has become a strong force in today’s societies, influencing the young and the old. This newer form of communication has created friendships and passed on information across oceans and even into outer space (I’m looking at you Chris Hadfield!).

So why should I be focusing on learning the more intricate parts of social media? For self-preservation, of course! When everyone and their grandma is constantly tweeting, messaging, liking, and sharing, it’s only natural to wonder how websites like Facebook and Tumblr have made us into what I like to call “social media zombies”.

Where have I been?

While studying journalism in college, I used social media quite frequently. Since newspapers are quickly becoming a thing of the past, my professors had moved most of our college newspaper online where we had the ability to share our articles through websites like Twitter and Facebook.

Where am I now?

At this moment, I am using social media more for personal reasons, such as keeping in touch with friends, family, and just staying up to date on the latest news…and cat videos.

Where do I want to go?

I’d like to make a career out of social media. When I worked as a communications intern for a university, I was quite surprised to see how exciting the industry really was. Everything to do with social media and communications runs quickly through the Internet, with breaking news being shown online in only seconds. I thrive in a fast paced environment, like in the communications industry, which makes me eager to gain new social media skills in the coming months.

So…to get straight to the point – what’s the deal with social media?

Well to me, it’s actually quite simple. The point of social media is communication. Whether it’s to contact an old friend you knew in high school after stumbling across their Facebook profile; to let others in your area know about breaking news by posting a video to Twitter; or even to share a silly video of your dog saying “I love you” on reddit (which in all reality, is actually pretty cute).

However, a lot of people might say that social media is a detriment to society. It creates recluses who spend all day and night staring at their computers rather than going out to socialize with friends face-to-face. But I disagree. We can see the power of social media working at this very moment.

A recent article from the Calgary Herald details a new program launched by the Missing Children Society of Canada called Milk Carton 2.0. As stated in the article:

“the project allows individuals to ‘donate’ their social media feeds so the society can push through [Amber] alerts via their [social media] accounts.”

As of September 15th, millions of Canadians have already signed up. This shows the good that social media can accomplish, including bringing people together to work towards the greater good. As University of Calgary professor Tom Keenan states:

“People love to do good. Social media is all about sharing. If they do that and it results in the child being found, they feel they’ve contributed. It allows them to feel they’ve done good.”

And really, deep down inside, don’t we all want to help one another?