Week 18 & 19: SOCIAL MEDIA

 

Dear Journal,

The last two weeks have been very demanding. We have been researching on the Act for Change's competitors and mapping out strategies for its online presence growth.

Interestingly, this was an in-depth research that required a lot of analysis and data interpretation to get insights. 

We extracted data such as number of followers and total posts from the charitable organisations social media pages. 

We had challenges getting back-end data because we couldn't provide a work email and when we used the our school email, some apps didn't provide these data because the industry was different from the industry we were researching on. We had to make do of formulas to calculate the rate of engagement and share of voice.

There were limitations in getting scholarly definitions or textbooks, we had to use information from the blogs, journals and applications.

The social media is similar to the traditional media. Just like we have share of market, there is also share of voice which is the percentage of the social media space a brand occupies. 

Engagement is also the goal of content posting on social media. The strategy is to post more contents that have high engagement rates. Also, different social media platforms require different contents to generate engagement. It is therefore important for our client, Act for Change to understand this. 

I also noticed the use of subtle public relations by some of the competitors we identified. Again, a lot of the mental health organisations do not understand the power in public relations.

Act for Change needs to understand that they must have an organizational goal which will drive all other objectives such as the communications objectives which inturn drives the social media objective, a part of the communications.

In conclusion, public relations can not be done in isolation, there has to be an integration of the different marketing communications tools.