Social Media Audit: Product RED

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SOCIAL MEDIA AUDIT
MARQUIS BURCH | Intro to Social Media & Digital Strateg
(PRODUCT) RED

TABLE OF CONTENTS
CLIENT OVERVIEW 00
(RED)(RED)(RED)(RED)
THE ONE CAMPAIGNTHE ONE CAMPAIGNTHE ONE CAMPAIGNTHE ONE CAMPAIGN
THE GLOBAL FUNDTHE GLOBAL FUNDTHE GLOBAL FUNDTHE GLOBAL FUND
(RED(RED(RED(RED) MANIFESTO) MANIFESTO) MANIFESTO) MANIFESTO
(PRODUCT) RED(PRODUCT) RED(PRODUCT) RED(PRODUCT) RED
(RED(RED(RED(RED) PARTNERSHIPS) PARTNERSHIPS) PARTNERSHIPS) PARTNERSHIPS
SITUATION ANALYSIS 06
DESCRIPTIONDESCRIPTIONDESCRIPTIONDESCRIPTION OFOFOFOF BUSINESSBUSINESSBUSINESSBUSINESS
BUSINESSBUSINESSBUSINESSBUSINESS NEEDSNEEDSNEEDSNEEDS
BUSINESSBUSINESSBUSINESSBUSINESS GOALSGOALSGOALSGOALS
INDUSTRYINDUSTRYINDUSTRYINDUSTRY BACKGROUNDBACKGROUNDBACKGROUNDBACKGROUND
TARGETTARGETTARGETTARGET AUDIENCEAUDIENCEAUDIENCEAUDIENCE
SWOTSWOTSWOTSWOT ANALYSISANALYSISANALYSISANALYSIS
SOCIAL MEDIA PLATFORM ANALYSIS 12
FFFFACEBOOKACEBOOKACEBOOKACEBOOK
TTTTWITTERWITTERWITTERWITTER
IIIINSTAGRAMNSTAGRAMNSTAGRAMNSTAGRAM
PPPPINTERESTINTERESTINTERESTINTEREST
TRUNCATED ANALYSIS 17
CLOSING & RECOMMENDATIONS 21

THE GLOBAL FUND
The Global Fund is a 21st-century partnership organization designed to accelerate the
end of AIDS, tuberculosis and malaria as epidemics.
Founded in 2002, the Global Fund is a partnership between governments, civil society,
the private sector and people affected by the diseases. The Global Fund raises and
invests nearly US$4 billion a year to support programs run by local experts in countries
and communities most in need.
The Global Fund is a financing institution, providing support to countries in the response
to the three diseases; we do not implement programs on the ground. Global Fund staff,
all based in Geneva, Switzerland, come from all professional backgrounds and from
more than 100 different countries.
By challenging barriers and embracing innovative approaches, the Global Fund
partnership strives for maximum impact. Working together, we have saved millions of
lives and provided prevention, treatment and care services to hundreds of millions of
people, helping to revitalize entire communities, strengthen local health systems and
improve economies.
THE (RED) MANIFESTO
EVERY GENERATION ISEVERY GENERATION ISEVERY GENERATION ISEVERY GENERATION IS KNOWN FOR SOMETHING.KNOWN FOR SOMETHING.KNOWN FOR SOMETHING.KNOWN FOR SOMETHING.
Let's be the one to deliver an AIDS FREE GENERATION.
We all have tremendous power. What we choose to do or even buy, can affect
someone’s life on the other side of the world. In 2002, more than 1,500 babies were
born every day with HIV. Today that number is just over 600. We must act now to get
that close to zero. 
With urgency and action, it’s possible for the world to end the transmission of HIV from
moms to their babies. We can deliver the first AIDS FREE GENERATION in over thirty
years.
(RED) can’t accomplish this alone. It will take all of us to get there –governments,
health organizations, companies, and you. When you DO THE (RED) THING, a (RED)
partner will give up some of its profits to fight AIDS.
It’s as simple as that.
BE (RED). Start the end of AIDS now.

(RED) partners with iconic brands and organizations to develop (RED)-branded products and
services that generate contributions to the Global Fund to invest in HIV/AIDS programs in Africa, with
a focus on countries with high prevalence of mother-to-child transmission of HIV. (RED) and its
partners provide consumers and activists a wide range of activities and behaviors that trigger
corporate giving to the Global Fund. (RED) operations are funded by charitable grants and
foundations, along with a small license activation fee from our corporate partners. (RED) partners
direct a portion of their profits from (RED)-branded products, services and events directly to the
Global Fund. The consumer does not pay extra for this. (RED) never handles this money – it is sent
directly to the Global Fund with no overhead taken out.
That means that 100% of the money from the sale of (RED) products goes directly to the ground
in Africa in the form of Global Fund (RED) grants. (RED) has contributed over $320 million to support
Global Fund HIV/AIDS grants in Ghana, Kenya, Lesotho, Rwanda, South Africa, Swaziland, and
Zambia. So far more than 60 million people have been reached with prevention, treatment,
counseling, and care services through these grants. (RED) dollars are used to support programs that
have helped provide life-saving antiretroviral therapy for 220,000 HIV-positive people, put more than
130,000 HIV-positive pregnant women on preventative antiretroviral therapy to reduce the risk of
mother-to-child transmission and reached 15 million people with HIV testing and counselling.

MARQUIS BURCH | Intro to Social Media & Digital Strategies
(PRODUCT) RED
SITUATION ANALYSIS

DESCRIPTION OF BUSINESS
(RED) was created to engage the private sector, its marketing prowess and funds in the
fight against AIDS in Africa. The Global Fund was established as a public-private
partnership but, before (RED) launched, businesses had contributed just $5 million to
the Global Fund in four years while the public sector had given more than $5 billion.
(RED) was designed to kick-start a steady flow of corporate money into the Global Fund,
and it has. Since its launch in the spring of 2006, (RED) has generated over $320 million
for the Global Fund –more than any other business initiative has contributed to the Global
Fund. 100% of (RED) money goes directly to the Global Fund, to finance programs
fighting AIDS in Africa.
BUSINESS NEEDS
(RED)’s primary use of social media is to keep the brand relevant in the eyes of
consumers and energize followers who support the organization’s ethical consumerism
cause. After examining each of the social media sites, it was noted that the brand has
high volumes of followers and engagers on all platforms, however the brand fails to
equally engage with its audience. The primary need that is present with the (RED)
organization is to leverage the large number of social media followers to increase
(PRODUCT) RED merchandise sales and (RED) membership that will benefit its
charitable cause.
BUSINESS GOALS
(RED) has identified that social media can be a powerful tool in creating interest in the
brand as well as function as a platform to energize followers into action. (RED) would
like to identify areas of opportunity in social media to achieve its goals. The goals that
(RED) would like to accomplish are:
• Increase Following on Social Media
• Increase Purchase of (PRODUCT) RED licensed merchandise
• Increase buy-in to JOINRED email program
• Increase direct donations to (RED) and The Global Fund
These goals can easily be addressed by categorizing them and assessing needs by the
basis of the following business goal groups: MARKETING and SALES.

MARKETING
(RED) wants to keep the organization at the forefront of consumer minds when making
decisions about purchases that have affiliations with its brand. Therefore, (RED) needs
to consistently and strategically disperse advertising messages that assist in achieving
this goal. With rich, shareable content across social media, the brand can easily
establish relevance and awareness of its work, cause, and mission.
SALES
In addition to delivering a message, (RED) also needs for its audience to engage and
follow through with the call-to-action messages delivered by the brand. Because (RED)
is a non-profit that does not receive direct funding and relies on the advertising budgets
of its partners, the organization’s multiple social media accounts need to be compelling
enough to drive membership and active engagement in the organizations cause – which
is NOT selling products – but the eradication of preventable diseases such as AIDS,
malaria, and tuberculosis. That message is what will drive membership of the brand. If
the organization can sell its audience on the mission (PRODUCT) RED will act, as it
should, as the secondary follow-up and accessory component to the organization.

THE ETHICAL CONSUMPTION MARKETPLACE
Ethical consumerism can be defined as the practice of purchasing products and
services produced in a way that minimizes social and/or environmental damage, while
avoiding products and services deemed to have a negative impact on society or the
environment.
ETHICAL CONSUMPTION TRENDS
Trendwatching.com describes an “eco-cycology” trend in which “Brands will
increasingly take back all of their products for recycling (sometimes forced by new
legislation), and recycle them responsibly and innovatively.”
Innova Marketing describes the customer demand for pure products, and points out that
in a customer’s mind, “sustainability is a given.”
According to GlobeScan.com, even consumers in developing companies see the value
of the new “green economy” where doing business sustainably is the norm:
GlobeScan’s and SustainAbility‘s most recent survey of global consumers, conducted in
collaboration with National Geographic, shows that those in emerging economies are
even more likely than their developed-world peers to reject the notion that environmental
responsibility and economic prosperity are mutually exclusive.
The survey among consumers across 17 countries asked them to say whether they
thought a Green Economy would be more or less effective than today’s economy in
addressing a range of environmental and social challenges—and found that, globally,
consumers thought a Green Economy would be more effective in all areas except for the
creation of low-paying jobs.
Ethical consumers want much more than a good product for a good price. They also
look for these things in a company, brand or product:
Natural, Pure Ingredients
Ethical Sourcing, Production and
Distribution
Clear Information About Nutrition
Transparency
Fair Labor
Honoring Human Rights
Protecting Human Health
Respecting the Environment
Sustainability
Ethical Marketing and
Advertising
Renewable/Recyclable
Packaging
Giving Back to the Community
and Society

(RED) TARGET AUDIENCE
(PRODUCT) RED caters to a younger demographic than its parent, The One
Campaign. The (RED) target audience currently skews toward the millennial
market. This is evidenced in the stylizing and language of social media
content.
Social Technographic ProfilesSocial Technographic ProfilesSocial Technographic ProfilesSocial Technographic Profiles
Based on the nature of the organization’s social media postings, it can be
determined that the social technographic profile personalities that (RED) is attempting to reach fall
under the profiles of:
CREATORS & CONVERSATIONALISTS
Why This Audience?
(RED) aspires to see the content take form as a vehicle to spread the message. Consumers who fall
in the Creators & Conversationalists category tend to have influence over other groups in the social
technographic profile ladder as they are the gatekeepers to what is relevant and interesting amongst
other social media personality types. These groups can (and are willing to) share media and engage
others in the topics. (RED) can leverage this to increase brand awareness and interaction.
CREATORS CONVERSATIONALISTS CRITICS COLLECTORS JOINERS SPECTATORS INACTIVES
Summary of AudiencSummary of AudiencSummary of AudiencSummary of Audienceeee
• Adults 18-35
• Large Metropolitan Areas
• Student
• Heavy Users of Instagram &
Twitter
• Heavy Mobile Years
• Have Discretionary Income
• Independently Active
• Median to High Purchasing
Power
• Easily Influenced
• Eco-Conscious Views
• Want To Do Something More
Powerful with their Dollar
• Want to Establish Cool Factor

(RED) SOCIAL MEDIA SWOT ANALYSIS
In the non-profit's short history, it has embraced what it means to be a distinctive brand
in the social space. (RED) is the only non-profit with more than 1 million followers on both
Twitter and Facebook, having more than 3 million followers on all platforms, including
Foursquare, Instagram, Pinterest and Myspace.
STRENGTHS
• Strong Following
• Strong Brand Recognition
• Strong Brand Affiliations
• Essentially Free Advertising
• Multiple Touchpoints for consumers
• Access to influencers
WEAKNESSES
• No Consistency in Postings
• Indecipherable Messaging in Posts
• No Brand Tie-In
• Lack of Engagement with Audience
• One-way Communication
• Inactivity on Some Platforms
• No Brand Singularity Across Platforms
• Indecipherable Target Market
OPPORTUNITIES
• The Extended Utilization of Platforms
• Brand Endorsers
• Expansion of Product Partnerships
• Usage of New Platforms
• Creation of Engaging Content
THREATS
• Loss of Interest
• The Curing of AIDS
• Miscalculating of Posts/ Misunderstanding Audience

(PRODUCT) RED
SOCIAL MEDIA PLATFORM ANALYSIS

FACEBOOK
Facebook is a popular free social networking website that allows registered users
to create profiles, upload photos and video, send messages and keep in touch
with friends, family and colleagues.
2.855,725 Likes
168 Following
www.facebook.com/joinred
SUMMARY
(RED)’s activity on Facebook is that to engage viewers to take part in the
organizations efforts. Much of their page is dedicated to information about the
organization and how to link viewers with the organizations main web page so they
can shop (RED) branded products and aid in the further funding of the project.
The (RED) page has 2,858,651 likes on Facebook with an average of 8,625 people
talking about it at any given time. However, the organization only has an
engagement rate of 0.3%. The organization makes about 3 posts per day and has
an interaction rate of likes, shares and comments of 778 per post. (RED) has a 6%
response rate and takes an average of 19 hours to respond to a fan posting.
OBJECTIVES
Purposes for Using Facebook
• Brand Awareness and EngagementBrand Awareness and EngagementBrand Awareness and EngagementBrand Awareness and Engagement
• Lead GenerationLead GenerationLead GenerationLead Generation
• Customer AcquisitionCustomer AcquisitionCustomer AcquisitionCustomer Acquisition
• To Share a Mix of Relevant and Engaging ContentTo Share a Mix of Relevant and Engaging ContentTo Share a Mix of Relevant and Engaging ContentTo Share a Mix of Relevant and Engaging Content
• Promote EventsPromote EventsPromote EventsPromote Events
• Promote CausePromote CausePromote CausePromote Cause
• Promote Product PartnershipsPromote Product PartnershipsPromote Product PartnershipsPromote Product Partnerships
PLATFORM
RECOMMENDATIONS
To Optimize This Platform
• Engage with InfluencersEngage with InfluencersEngage with InfluencersEngage with Influencers
• Set Up Sponsored Posts and AdsSet Up Sponsored Posts and AdsSet Up Sponsored Posts and AdsSet Up Sponsored Posts and Ads
• Create Consistent PlatformCreate Consistent PlatformCreate Consistent PlatformCreate Consistent Platform----Related ContentRelated ContentRelated ContentRelated Content
• Increase Number of Posts with CallIncrease Number of Posts with CallIncrease Number of Posts with CallIncrease Number of Posts with Call----ToToToTo----ActionActionActionAction
• Post More Video ContentPost More Video ContentPost More Video ContentPost More Video Content
• Have Purposeful ContentHave Purposeful ContentHave Purposeful ContentHave Purposeful Content
• Engage with Active AudieEngage with Active AudieEngage with Active AudieEngage with Active Audience Membersnce Membersnce Membersnce Members
• Review the length of your posts.Review the length of your posts.Review the length of your posts.Review the length of your posts.
• Publish posts more often.Publish posts more often.Publish posts more often.Publish posts more often.
STATS
• 0.45 posts per day
• 0.08% engagement
• 1154 = avg. response time

TWITTER
Twitter is a free social networking microblogging service that allows registered
members to broadcast short posts called tweets. Twitter members can broadcast
tweets and follow other users' tweets by using multiple platforms and devices.
Tweets and replies to tweets can be sent by cell phone text message, desktop
client or by posting at the Twitter.com website.
1,107,762 Followers
8,222 Following
Twitter Handle: @RED
SUMMARY
(RED)’s activity on Twitter is to keep its audience up to date on. Much of their page
is a combination to links on Facebook and content sourced from their Instagram
account, with some original content
The (RED) page has 1,107,762 followers on Twitter with an average of 2,418 people
talking about it at any given time. However, the organization only has an average
daily posting rate of 0.2%. The organization makes about 10 posts per day and a
lifetime tweet total of 8,190 tweets. The brands receives fairly low numbers of
Favorites and Retweets on the social platform with many post rarely exceeding 50
of either.
OBJECTIVES
Purposes for Using Twitter
• BrandBrandBrandBrand Awareness and EngagementAwareness and EngagementAwareness and EngagementAwareness and Engagement
• Segment Influencers & Create ListsSegment Influencers & Create ListsSegment Influencers & Create ListsSegment Influencers & Create Lists
• Build & Maintain ReputationBuild & Maintain ReputationBuild & Maintain ReputationBuild & Maintain Reputation
PLATFORM
RECOMMENDATIONS
• Be ConsistentBe ConsistentBe ConsistentBe Consistent
• Create ConsistenCreate ConsistenCreate ConsistenCreate Consistent Platformt Platformt Platformt Platform----Related ContentRelated ContentRelated ContentRelated Content
• Retweet Posts from EngagersRetweet Posts from EngagersRetweet Posts from EngagersRetweet Posts from Engagers
• Use Relevant & BrandUse Relevant & BrandUse Relevant & BrandUse Relevant & Brand----Related HashtagsRelated HashtagsRelated HashtagsRelated Hashtags
STATS
• 0.2 posts per day
• First non-profit to reach over 1 million followers on both Facebook &
Twitter

INSTAGRAM
InstagramInstagramInstagramInstagram is an online mobile photo-sharing, video-sharing and social networking
service that enables its users to take pictures and videos, and share them on a
variety of social networking platforms, such as Facebook, Twitter, and Tumblr.
74,800 Followers
3,889 Following
Instagram Handle: @RED
SUMMARY
(RED)’s activity on Instagram is primarily targeted at the millennial generation. The
account features an entirely different stylizing of the organization’s logo and the
content is not as urgent or informative (if at all) as compared to (RED)’s other
accounts. The Instagram account, however, has the highest amount of
engagement per post of any account ran by the non-profit.
The (RED) page has 74,800 followers on Instagram with an average of 64,344
people talking about it at any given time. The organization only participates in a
talking capacity, with very low interaction
OBJECTIVES
• Brand AwareBrand AwareBrand AwareBrand Awareness and Engagementness and Engagementness and Engagementness and Engagement
• Product DiscoveryProduct DiscoveryProduct DiscoveryProduct Discovery
• Establish Brand Loyalty & ParticipationEstablish Brand Loyalty & ParticipationEstablish Brand Loyalty & ParticipationEstablish Brand Loyalty & Participation
PLATFORM
RECOMMENDATIONS
• EngagEngagEngagEngage with Influencerse with Influencerse with Influencerse with Influencers
• Engage with Active Audience MembersEngage with Active Audience MembersEngage with Active Audience MembersEngage with Active Audience Members
• Be moreBe moreBe moreBe more Authentic in PostingAuthentic in PostingAuthentic in PostingAuthentic in Posting
• Be Less GenericBe Less GenericBe Less GenericBe Less Generic
• Tie Back Content to BrandTie Back Content to BrandTie Back Content to BrandTie Back Content to Brand
STATS
• Most Engaging Filter: Lark
• Top Engaging Topics: Global Citizen Fest & World AIDS Day
• Most Engaging Influencers: Mala Yousafzai & Bono (of U2)

PINTEREST
PinterestPinterestPinterestPinterest is a social network that allows users to visually share, and discover new
interests by posting images to their own or others' boards (i.e. a collection of 'pins,'
usually with a common theme) and browsing what other users have pinned
3,600 Followers
40 Following
www.pinterest.com/joinred
SUMMARY
(RED)’s activity on Pinterest is virtually non-existent. The profile has minimal posts
and little interaction with its followers having only 64 likes and no repins from its
audience.
The (RED) page has 3,600 followers on Pinterest but it is really a wasted platform
that does not fully utilize the features available to spread its message or anything
related to the brand. There is a strong lack of no-how visible and the account
suffers because of it
OBJECTIVES
• Brand Awareness and EngagementBrand Awareness and EngagementBrand Awareness and EngagementBrand Awareness and Engagement
• Promote EventsPromote EventsPromote EventsPromote Events
• Energize AudienceEnergize AudienceEnergize AudienceEnergize Audience
• Drive Traffic to Website/ BlogDrive Traffic to Website/ BlogDrive Traffic to Website/ BlogDrive Traffic to Website/ Blog
• SSSStrengthen Brand Identitytrengthen Brand Identitytrengthen Brand Identitytrengthen Brand Identity
PLATFORM
RECOMMENDATIONS
• CoCoCoCo----Brand with Other PinnersBrand with Other PinnersBrand with Other PinnersBrand with Other Pinners
• Join A Group BoardJoin A Group BoardJoin A Group BoardJoin A Group Board
• ReReReRe----Pin Other UsersPin Other UsersPin Other UsersPin Other Users
• Create ContestsCreate ContestsCreate ContestsCreate Contests
• Create Consistent PlatformCreate Consistent PlatformCreate Consistent PlatformCreate Consistent Platform----RelatRelatRelatRelated Contented Contented Contented Content
• Make Use of the PlatformMake Use of the PlatformMake Use of the PlatformMake Use of the Platform
• Post More FrequentlyPost More FrequentlyPost More FrequentlyPost More Frequently
STATS INACTIVE

(PRODUCT) RED
TRUNCATED ANALYSIS

BUSINESS DESCRIPTION
(RED) was created by Bono and Bobby Shriver in 2006 to engage millions of people in the greatest
challenge of our time – the fight to end AIDS in Africa where 2/3 of the world’s estimated 35 million
people with HIV/AIDS live. We work with the world’s most iconic brands and organizations to
develop (RED)-branded products and services, that when purchased, trigger corporate giving to the
Global Fund. These contributions are then invested in HIV/AIDS programs in Africa, with a focus on
countries with high prevalence of mother-to-child transmission of HIV.
BUSINESS NEED
(RED)’s primary use of social media is to keep the brand relevant in the eyes of consumers and
energize followers who support the organization’s ethical consumerism cause.
BUSINESS GOALS
• MARKETING
(RED) wants to keep the organization at the forefront of consumer minds when making decisions
about purchases that have affiliations with its brand.
• SALES
(RED) also needs for its audience to engage and follow through with the call-to-action messages
delivered by the brand.
BUSINESS OBJECTIVES
• Increase Following on Social Media
• Increase Purchase of (PRODUCT) RED licensed merchandise
• Increase buy-in to JOINRED email program
• Increase direct donations to (RED) and The Global Fund
AUDIENCE
CREATORS & CONVERSATIONALISTSCREATORS & CONVERSATIONALISTSCREATORS & CONVERSATIONALISTSCREATORS & CONVERSATIONALISTS
• Adults 18-35
• Large Metropolitan Areas
• Student
• Heavy Users of Instagram &
Twitter
• Heavy Mobile Years
• Have Discretionary Income
• Independently Active
• Median to High Purchasing
Power
• Easily Influenced
• Eco-Conscious Views
• Want To Do Something More
Powerful with their Dollar
• Want to Establish Cool Factor

STRENGTHS
• Strong Following
• Strong Brand Recognition
• Strong Brand Affiliations
• Essentially Free Advertising
• Multiple Touchpoints for consumers
• Access to influencers
WEAKNESSES
• No Consistency in Postings
• Indecipherable Messaging in Posts
• No Brand Tie-In
• Lack of Engagement with Audience
• One-way Communication
• Inactivity on Some Platforms
• No Brand Singularity Across Platforms
• Indecipherable Target Market
OPPORTUNITIES
• The Extended Utilization of Platforms
• Brand Endorsers
• Expansion of Product Partnerships
• Usage of New Platforms
• Creation of Engaging Content
THREATS
• Loss of Interest
• The Curing of AIDS
• Miscalculating of Posts/
• Misunderstanding Audience

SOCIAL MEDIA ANALYSIS
FACEBOOK
(RED)’s activity on Facebook is that to engage viewers to take part in the organizations efforts. Much
of their page is dedicated to information about the organization and how to link viewers with the
organizations main web page so they can shop (RED) branded products and aid in the further funding
of the project.
The (RED) page has 2,858,651 likes on Facebook with an average of 8,625 people talking about it at
any given time. However, the organization only has an engagement rate of 0.3%. The organization
makes about 3 posts per day and has an interaction rate of likes, shares and comments of 778 per
post. (RED) has a 6% response rate and takes an average of 19 hours to respond to a fan posting.
TWITTER
(RED)’s activity on Twitter is to keep its audience up to date on. Much of their page is a combination
to links on Facebook and content sourced from their Instagram account, with some original content
The (RED) page has 1,107,762 followers on Twitter with an average of 2,418 people talking about it
at any given time. However, the organization only has an average daily posting rate of 0.2%. The
organization makes about 10 posts per day and a lifetime tweet total of 8,190 tweets. The brands
receives fairly low numbers of Favorites and Retweets on the social platform with many post rarely
exceeding 50 of either.
INSTAGRAM
(RED)’s activity on Instagram is primarily targeted at the millennial generation. The account features
an entirely different stylizing of the organization’s logo and the content is not as urgent or informative
(if at all) as compared to (RED)’s other accounts. The Instagram account, however, has the highest
amount of engagement per post of any account ran by the non-profit.
The (RED) page has 74,800 followers on Instagram with an average of 64,344 people talking about it
at any given time. The organization only participates in a talking capacity, with very low interaction
PINTEREST
(RED)’s activity on Pinterest is virtually non-existent. The profile has minimal posts and little interaction
with its followers having only 64 likes and no repins from its audience.
The (RED) page has 3,600 followers on Pinterest but it is really a wasted platform that does not fully
utilize the features available to spread its message or anything related to the brand. There is a
strong lack of no-how visible and the account suffers because of it

(PRODUCT) RED
CLOSING & SUMMARY

CLOSING SUMMARY
(PRODUCT) RED has, without a doubt, a strong potential to leverage its social media
platforms to grow the brand and reach all social media goals. By finding new ways to engage on
social media and increasing the amount of brand to audience engagement, not only can (RED)
increase its social media following, it can also:
• Drive sales of (PRODUCT) RED merchandise
• Increase the number of donations to The Global Fund
• Increase the amount of audience engagement
• Maintain/ Re-establish brand awareness
• Create brand advocates
The bullet points above are, at its core, the primary goal of (RED) on social media and of the brand
holistically. If (RED) can energize its audience to act and promote repetition of action, the brand can
then focus on fostering a community within its followers and establish brand advocates who will spread
the message of the organization and its mission.
SOCIAL MEDIA RANKINGS
RANKINGRANKINGRANKINGRANKING ACTIVITYACTIVITYACTIVITYACTIVITY AUDIENCEAUDIENCEAUDIENCEAUDIENCE
ENGAGEMENTENGAGEMENTENGAGEMENTENGAGEMENT
FOLLOWINGFOLLOWINGFOLLOWINGFOLLOWING FOLLOWERSFOLLOWERSFOLLOWERSFOLLOWERS
1111
TWITTER INSTAGRAM TWITTER FACEBOOK
2222
FACEBOOK FACEBOOK INSTAGRAM TWITTER
3333
INSTAGRAM TWITTER FACEBOOK INSTAGRAM
4444
BLOG BLOG PINTEREST PINTEREST
5555
PINTEREST PINTEREST BLOG (N/A) BLOG (N/A)

Recommendations Summary
FACEBOOK
• IIIIncrease Number of Posts with Callncrease Number of Posts with Callncrease Number of Posts with Callncrease Number of Posts with Call----ToToToTo----ActionActionActionAction
TWITTER
• Be ConsistentBe ConsistentBe ConsistentBe Consistent
• Create ConsistentCreate ConsistentCreate ConsistentCreate Consistent PlatformPlatformPlatformPlatform----Related ContentRelated ContentRelated ContentRelated Content
• Retweet Posts from EngagersRetweet Posts from EngagersRetweet Posts from EngagersRetweet Posts from Engagers
• Use Relevant & BrandUse Relevant & BrandUse Relevant & BrandUse Relevant & Brand----Related HashtagsRelated HashtagsRelated HashtagsRelated Hashtags
INSTAGRAM
• Set Up Sponsored PostsSet Up Sponsored PostsSet Up Sponsored PostsSet Up Sponsored Posts and Adsand Adsand Adsand Ads
• Be more Authentic in PostingBe more Authentic in PostingBe more Authentic in PostingBe more Authentic in Posting
• Be Less GenericBe Less GenericBe Less GenericBe Less Generic
• TieTieTieTie Back Content to BrandBack Content to BrandBack Content to BrandBack Content to Brand
PINTEREST
• CoCoCoCo----Brand with Other PinnersBrand with Other PinnersBrand with Other PinnersBrand with Other Pinners
• Join A Group BoardJoin A Group BoardJoin A Group BoardJoin A Group Board
• ReReReRe----Pin Other UsersPin Other UsersPin Other UsersPin Other Users
• Create ContestsCreate ContestsCreate ContestsCreate Contests
• Make Use of the PlatformMake Use of the PlatformMake Use of the PlatformMake Use of the Platform
• Engage with Active AudiEngage with Active AudiEngage with Active AudiEngage with Active Audience Membersence Membersence Membersence Members
• Post More FrequentlyPost More FrequentlyPost More FrequentlyPost More Frequently

Social Media Audit: Product RED

Social Media Audit: Product RED

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