The organization
Regenesis is a community environmental organization dedicated to empowering students to address today’s environmental and social concerns through advocacy and local service.
The target audience of Regenersis is students in GTA, especially York University students, age 18-24.
Social media platform used are Facebook, Instagram, Twitter and YouTube
According to CIRA, the most popular social media platforms that Canadian follow brands and businesses are Facebook 59%, Instagram 27%, Twitter 17%, and YouTube 16%.
Moreover, these social media are commonly used among the young generation and students (Statista). According to Pew Research, YouTube is the most popular social media among students with 94% of users, closely followed by Facebook with 80%. The majority of students also have an Instagram account (71%). There are 45% of students using Twitter to watch the news. Therefore, Regenersis deploys these platforms to communicate and approach the target audience.
On Facebook, Instagram, and Twitter, Regenersis uploads pictures, announce upcoming activities, posts the reviews and share the moment on previous events, creates call-to-action messages. Especially on Facebook, many articles on environment, healthy lifestyle, waste recycling, climate change, and community are posted to engage students on and off-campus.
Measurement and Tracking
To measure the performance of each social media platforms, several metrics are used, including
- Clicks: the number of clicks to the platform. Tool: SumAll
- CTR: the ratio calculated by the number of clicks divided by the number of impressions (the number of times the platform is shown). Tool: Twitter Analytics
- Engagement (social interactions): a total sum of smaller engagement metrics such as likes, comments, question, replies, retweets or shares, reposts. Tool: WiseLytics
- Engagement Rate is the rate that illustrates audience responsiveness (how responsive the audience is and how many are real followers), calculated by the total numbers of engagements divided by total reach, multiplied by 100. Tool: Ninjalitics
- Hashtag Performance: the choice of the hashtag and its trending performance to draw attention and approach target customer to the post or platform. Tool Iconosquare
- Organic Likes: the number of likes to the post/ platforms without paid distribution. Tool: Facebook Insights
- Paid Likes: the number of likes earned by paid distribution. Tool: Facebook Insights
- Reach: the number of people who see the content. Tool: Keyhole
- Sentiment: checking how many negative and positive keywords are present in the conversation on the social media platform. Tool: Social Mention
These social media metrics are important as it indicates how successful a campaign is and how well the social strategy is conducted, which will place an impact on business goal (Sproutsocial)
Social media analytics tool
There are many analytic tools available according to budget and needs that help to keep track of and analyze data from social media platforms.
We have the social own networks’ analytics toolkits that measure organic and paid likes, engagement, reach, engagement, followers, page views, actions, conversion…
- Facebook Insights
- Instagram Insights:
- Twitter Analytics
- Pinterest Analytics
- LinkedIn Analytics
- YouTube Analytics
Besides, there are tools developed by Google to keep track of the social media such as Google Analytics, Google Trends that can track more metrics like keywords, CTR, engagement, conversions, conversion rate, impressions…
There are other social media analytics tools that track most of basic metrics and free for use including
Keyhole: measure impressions, reach, posts and engagements, hashtags, key influencers…especially for Facebook, Instagram and Twitter
Boardreader: ideally for reviews and forum posts
Iconosquare: Instagram and Facebook focused, track social media and analytics metrics like follower evolution, average engagement rate per post, and reach and impressions, competitor analysis of follower growth, engagement and reach. Additional features are community analytics, profile activity, competitor tracking, and hashtag tracking are on offer. (netbase.com)
Likealyzer: built around Facebook
SumAll: a social media analytics platform that lets you connect several social accounts like Facebook, Twitter and more
Vizia: especially for video content driving.
Wiselytics: Facebook analytics-focused, with Twitter analytics in beta
There are a variety of other sophisticated social analytics tools such as Sproutsocial, Buffer, Netbase… with a different price range. It’s up to us which platform to use. Have the right analytics tools that fit our requirements and budget, providing real-time actionable insights is a must.
Regenersis mostly chooses the social own network’s toolktits to track each platform metrics. Besides, Google Analytics is also used to measure keyword performance, clicks, CTR, engagement, conversion, conversion rate, and impression. These tools are totally free for use and very effective to keep track of the data.
Target number for social media metrics
It is no doubt that setting up the goal will increase the chance of social media success. According to Finances Online, people with written goals will have 30 times the likelihood of achieving success than those who do not. A SMART social marketing objective should agree with the business goal and suggest a reasonable target number for social media metrics. Besides, research on competitors’ performance, social analytics reports in the industry are great guidance for social media metrics’ number as well. It should answer the question “What we are hoping to achieve with social media (Marie Ennis O’Connor). As an example of this, Regenersis checks the social analytics reports of ENSU- one competitor to visualize the target number for its social media metrics.
Engagement Rate
One of Regenersis ‘s largest competitors is Environmental Students’ Union (ENSU), the University of Toronto. They are also very active in using many types of social media. Through the social analytics tool, their social metrics can be detected easily.
ENSU’s Instagram metrics
