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Animal Shelters Through Building Community Programs and Partnerships All Across the Nation

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Animal Shelters Through Building Community Programs and Partnerships All Across the Nation ADPR 7750: SOCIAL MEDIA ANALYTICS MAY 2021 FINAL REPORT Prepared by: Lydia Burns ([email protected]) h t t p s : / / s e e s u i t e . u g a . e d u Jordan McGuire ([email protected]) h t t p s : / / t w i t t e r . c o m / s e e s u i t e u g a Stephanie Lopez ([email protected]) CONTENTS 0 2 O R G A N I Z A T I O N O V E R V I E W 0 3 B U S I N E S S P R O B L E M / E X E C U T I V E S U M M A R Y 0 4 D A T A O V E R V I E W 0 6 R E C O M M E N D A T I O N S 1 0 O W N E D D A T A 1 5 E A R N E D D A T A 2 6 C U S T O M C L A S S I F I E R S 3 2 A P P E N D I X BEST FRIENDS ANIMAL SOCIETY - SPRING 2021 1 OVERVIEW Best Friends Animal Society (BFAS) is a non-profit organization that promotes the adoption and well being of rescue animals. They are a no-kill shelter for animals and support other shelters that promote these same values. They believe that compassion and inclusion is the best method to put every animal in a foster home rather than a kennel. Since their inception in 1984, Best Friends has changed what it looks like to care for rescue animals. MISSION STATEMENT “The mission of Best Friends Animal Society is to bring about a time when there are No More Homeless Pets. We do this by helping end the killing in America's animal shelters through building community programs and partnerships all across the nation. We believe that by working together we can Save Them All.” BEST FRIENDS ANIMAL SOCIETY - SPRING 2021 2 BUSINESS PROBLEM Overall, Best Friends Animal Society has a solid social media presence on platforms such as Twitter and Instagram. They promote adoption for animals in need, advocate changes in laws regarding animals, and make a promise to devote time and donations to sanctuaries across the United States. Even with all of the amazing work that Best Friends does, two things we noticed were a lack of conversations about Best Friends from their audience as well as fluctuating engagement with their posts. There is a large conversation about adoption all over social media, and we hope to gather actionable insights that we can use to create recommendations for Best Friends in order to help them become a part of this particular conversation. Our goals include finding ways to increase conversation about Best Friends on Instagram, to participate more in conversations about adoption, to increase engagement on their Twitter account, and to reach new audiences through social media tactics that competitors implement. KEY PERFORMANCE INDICATORS Used to measure the success and goals of Best Friends Animal Society Engagement Sentiment Likes Positive Retweets Neutral Negative Demographics Gender Share of Voice Location Post Amount BEST FRIENDS ANIMAL SOCIETY - SPRING 2021 3 DATA OVERVIEW OWNED DATA The owned data set was analyzed and collected from a sample of tweets from Best Friends Twitter account (@bestfriends) spanning across November 2020 to February 2021. We used Brandwatch to collect this data and in total there were 321 mentions. EARNED DATA The earned data set was analyzed and collected from a sample of tweets from Best Friends’ Twitter account (@bestfriends) and Instagram account (@bestfriendsanimalsociety) spanning across November 2020 to February 2021. We used Brandwatch to collect this data and in total from the organization dataset there were 51,623 Twitter mentions and from the topic dataset there were 2,148,242 mentions across all platforms. Organization Dataset Male 26% Female 74% Demographics- Figure One BEST FRIENDS ANIMAL SOCIETY - SPRING 2021 4 DATA OVERVIEW CONT. Topic Dataset We collected data for the topic pet adoption through analyzing various social media Other platforms. In general, we found that the 7% Reddit mention volume consistently rose and fell with 8% no notable peaks. The three most popular platforms are Twitter, Instagram, and Reddit. This report will focus on Twitter and Instagram, as not enough data was able to be collected Instagram from Reddit. Additionally, similar to Best 17% Friends' owned data, the audience for "pet adoption" is primarily female with 30% of the audience being male and the other 70% being Twitter female. These groups differ in that women are 68% generally interested in the cause which is to encourage fostering and rescue whereas men seem more interested in just adoption. Platform Mention Volume- Figure One Competition Dataset 60,000 This dataset analyzes all of Best Friends' 40,000 competitors which include The Humane Society, American Society for the Prevention of Cruelty to Animals (ASPCA) Hope for Paws, and American Humane. Within this dataset, we 20,000 conducted spike analyzes, sentiment comparison, voice differentiation, and demographic breakdown. 0 A s y s e C d t w n P n ie a a S ie c P A r o r m F S o u t e f H s n e n e a p a B o c m ri u H e H e m h A T Share of Voice- Figure Two BEST FRIENDS ANIMAL SOCIETY - SPRING 2021 5 RECOMMENDATIONS OWNED DATA What to Do? How to Do It? Why? Increase engagement levels for Incorporate state & city hashtags Posts with hashtags about states & cities posts with media including and/or adoption. Use a city or state and/or adoption had the highest people with animals. hashtag that represents the amount of engagement compared to location of where the media was other hashtags (24.27 & 24.59 taken (for example: #Texas or respectively). By incorporating these #LosAngeles) to draw in a hashtags into the posts it is more likely particular audience segment who that engagement levels will increase for live in that area of the US. If the posts with media including people with animal that the person is with in animals. Currently, posts containing the particular media is up for media of people with animals have only adoption or has been adopted, 19.65 engagement. 1 add #Adopt and #SaveThemAll. Increase engagement levels for InPost videos about volunteering The media type category with the posts that talk about such as videos of people highest engagement is video (27.38), but volunteering. volunteering at shelters, the CEO it has a lower post count (n=53) than of Best Friends volunteering, or images (n-192). By posting videos of videos of individual volunteer volunteers that increases engagement stories and how they have made for posts with text themes of an impact on animals’ lives. In volunteering and the amount of posts addition, as loyal followers of Best with videos. Friends to submit videos of themselves volunteering so that Best Friends can post and 2 mention that particular volunteer. Increase engagement levels for Create posts that incorporate Media contents with a mix of animals has posts with images by increasing images and have there be a mix of a relatively high engagement level (25.74), the number of images posted animals within these images. A but a low amount of posts (n=19). Media with a mix of animals. mix of animals means posting type of Images has a large amount of photos of dogs, cats, and other posts (n=192), but has medium types of pets all interacting and engagement (23.77 in comparison to being playful together. video- 27.38). Creating posts that incorporate images and a mix of animals will help increase engagement for both of 3 these categories. BEST FRIENDS ANIMAL SOCIETY - SPRING 2021 6 RECOMMENDATIONS OWNED DATA CONT. What to Do? How to Do It? Why? Increase engagement levels Incorporate an adoption According to the data on page 11, the for posts advocating for promotion of an animal that is text theme with the most engagement legislative change. being affected by the particular is promoting adoption posts. Therefore, legislative change the post is by combining these two text themes discussing. Examples include together, the advocating change posting stories and animal profiles category could see some increase in that have been negatively affected engagement. This allows viewers to by what Best Friends is trying to connect this change to a particular put an end to, like puppy mills animal that needs a loving home. 4 and kill-shelters. Increase engagement levels for Rather than adding a link to According to the data on page 12, the posts with YouTube links Youtube for the audience to click, media type that receives the most attached to them. embed the actual video into the engagement is video. Although Youtube tweet. is a video streaming platform, people must click the link from Twitter in order to watch the video. To skip this step and increase engagement in these posts, a video should be embedded directly into the post so that the audience can watch 5 directly from Twitter. BEST FRIENDS ANIMAL SOCIETY - SPRING 2021 7 RECOMMENDATIONS EARNED DATA What to Do? How to Do It? Why? Reach out to the community on Discuss cat adoption stories and The cat adoption community takes over Twitter who loves cat adoption. heavily promote the adoption or a decent amount of adoption fostering of cats and kittens conversations on Twitter (about 18%).
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