I reviewed the We Day Fan Page. With 2.4 Million Likes, its pretty impressive!! However, I note a few things- the most obvious is that there are only 2,176 talking about it, and that’s during the peak of their “WeDay” tour across Canada.
- mostly staff at the Me to We organization
- Me to We organization page 68,465 likes
- Me to We Style (their clothing line) 4,674 likes
- We Day Teachers 11,789 likes
- Free the Children page (the charity funded by Me to We) 105,694 likes
- Craig Kielburger (founder) 55,936 likes
This is either a fractionated approach to branding or it has a way of pushing their name up in SEO given the multiplicity of the name.
From an Social Media personality, they are young, upbeat, inspirational and passionate about changing the world. They utilize Nelly Furtado on their timeline cover image, likely because she is such a strong, consistent supporter (one might have thought they would have used One Republic, K’naan or Hedley as other regular performers that might suit the target group better?).
From an engagement standpoint, they get regular comments after their postings (5-20 usually), but nowhere near the numbers you might expect given how many people “like” the page. This leads me to wonder if the students like the page when the event is in town, and then don’t come back again. They did promote a TELUS (sponsor) Charity contest, where a video entry gave you the chance to win $20,000 for the charity of your choice. It ran Sept 28-Nov 12 and only garnered 76 entries, which again I felt was light with over 2 Million “likes”. Two other mini contests requested posting of comments with the chance to be published in the print edition of the G&M – with only 3 and 10 comments posted respectively (not surprising given very few students of this age likely even see the print edition of the G&M)
Content wise, the page was a bit disjointed. The main focus was of course on the WeDay events, but given the purpose of this social enterprise is to raise funds for the Free the Children charity, whose mission is to “free children from poverty and exploitation”, it seemed odd to me that there was no mention about Free the Children at all. In fact, its subordinate topics just over the last 2 months ranged from anti- bullying to Keeping Food Safe, Peace and Human Rights, the US election, Clean Water, and the value of zoos.
Thoughts to Improve the Page:
1. Add a “share” plug-in to make it easier for the community to share this page, rather than just like it. Develop initiatives to get fans to re engage – asking the 20,000 attendees per venue to take out their phones and re-like or share the page on the event day. Have plug-ins to We Day Trips.
2. Become a little more strategic in content- link activity back to original mission. Consider integrating content that explains how to get involved for students not currently involved in We Day activities. More robust content outside of WeDay but related to mission might bring students back more often.
3. Increase opportunities for engagement: perhaps a place to publish attendees’ photos from We Day – “best photo” contest, plug-ins for videos produced by the kids showing what their schools did to “earn the right” to attend We Day, “story of the month”. see example from Coca Cola below
4. Review opportunities to increase integration/ links with major sponsors, as I was surprised there was so little mention of any sponsors (1-2 on Telus, none on RBC, Air Canada and other sponsors). Perhaps a “thank our sponsors” update after each event, or at least a collage of logos?
5. Consider changing the cover photo to rotate and profile many of the performers involved and broaden the appeal among the target group.
My experience of this organization, on the day of the event, is that they are much more focussed on Twitter- having kids post tweets during the event. In line with the target group (14-19 years) increasing use of Twitter, but I think they should utilize the Facebook page as well to promote to a broader group and provide more indepth content- do you?