Wwf social media platforms

Individual Assignment #1

Your client is the World Wildlife Fund (WWF) (worldwildlife.org). They are a non-profit

organization that focuses on the environment and protecting endangered animals. Here’s

how they describe themselves:

The world’s leading conservation organization, WWF works in 100 countries and

is supported by more than one million members in the United States and close to

five million globally. WWF's unique way of working combines global reach with

a foundation in science, involves action at every level from local to global, and

ensures the delivery of innovative solutions that meet the needs of both people

and nature.

WWF is worried about their future. They have a great reputation among older generations

of Americans but their membership is lagging among 18-29 year olds. They are about to

develop a new digital strategy but they aren’t sure where they stand with audiences for

their digital channels. Your assignment is to answer each of the following questions in an

effort to use data to help WWF build a high-quality digital strategy for their preferred

audience.

Details:

Please type your answers directly into this document. Your grade will

depend on the thoroughness and accuracy of your answers, as well as your creativity in

finding and analyzing data. Leave time to proofread. Assignments with more than three

typos will automatically lose two points.’

What social media platforms does WWF actively use to communicate with its

audiences? On which of these platforms does WWF have the biggest audience?

2. Create a brand persona for WWF. Please consider: What demographics is WWF

targeting? What are the attitudes of that demographic toward non-profits and

toward the environment? Within that demographic, which segments would make

the most sense for WWF to target for membership? What digital platforms are

used by this audience segment? You must use at least two library databases, and

provide a citation for any report you use in APA style (here is an APA citation

guide: http://www.bibme.org/citation-guide/apa/).

3. WWF would like to advertise on Facebook as part of their Michigan campaign.

Use the Facebook Ad Manager (https://www.facebook.com/ads/manager/) and

choose “Audience Insights” from the menu in the top left. Identify two different

audiences you think would be good for WWF, combining demographics with

psychographics. Include screenshots of the two audiences you chose, and explain

how why you picked these audiences.

4. Choose any two platforms (e.g., Facebook and Instagram) and identify the two

most engaging posts on each platform from the last week. How do you know they

were the most engaging (what data analysis did you do?)? Why do you think they

were so engaging? Can you identify any similarities across these four posts?

5. Download the Comscore data reports for WWF, DoSomething.org, and the

spreadsheet that lets you compare the two organizations. How do the

organizations differ in terms of the (a) size of their web audience, (b)

demographics of their website visitors? Identify at least one other way in which

WWF differs from DoSomething in terms of visitors’ web behavior and one way

in which the two organizations are similar. How well are the two organizations

doing with audience among your target segment? Finally, given your target

audience, what else would you like to learn about the behavior of WWF website

visitors that is not on this report?

6. WWF is thinking about partnering with the Michigan Environmental Council

(@michenvcouncil) for a local campaign focused on Michigan issues. You need

to analyze Michigan Environmental Council’s Twitter account to evaluate

whether this partnership would be effective. Go to twitonomy.com and sign in

with your Twitter account (you’ll need a Twitter account—create one if you don’t

have one; you won’t be required to tweet.) From the main page, go the section

labeled “Analyze a Twitter profile” and enter “@michenvcouncil.” Use the

Twitonomy analytics data to answer the following questions:

a. On average, how often does @michenvcouncil tweet per day? [Note:

Twitonomy calculates this for you.]