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...

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:

This assignment is worth 20 points toward your grade. It is due on Friday, October 9 on D2L by 11:59 p.m. Please type the 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. This is an individual assignment. You should not work with any of your classmates or share answers.

1. Download "WWF Social Media Analytics." Of the social media platforms listed in the analytics, which platform 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 app style format (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. Identify the two most engaging posts on each platform (i.e., Facebook and Twitter) from the last week. How do you know they were the most engaging (what metrics did you use?)? Why do you think they were so engaging? Can you identify any similarities across these four posts?


5. Download (a) "WWF and DoSomething Twitter Data", (b) "WWF Engagement Demographics, and (c) "DoSomething Engagement Demographics." How do the organizations differ in terms of (a) Twitter use, (b) Twitter engagement, and (c) engagement demographics? Identify at least one other way in which WWF differs from DoSomething in terms of Twitter engagement 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's online audience that isnot 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:


7. On average, how often does @michenvcouncil tweet per day? [Note: Twitonomy calculates this for you.]


8. The number of mentions in an organization's tweets is a good indicator of how much interaction the organization has with its audiences. On average, how many mentions per tweet does this account have? [Note: Twitonomy calculates this for you.]


9. What data on this page could help you identify influencers? Who do you think are the five most important Twitter influencers among their Twitter followers? Please justify your choice with data evidence.


10. You are hoping to launch your Twitter partnership over a weekend. Would this be a good fit with the typical timing of tweets from @michenvcouncil? Justify your answer with data.