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Maddie Cravey, Tina Martinello, Eva Wei

Final Report

ADPR 5750: Social Media Analytics

Fall 2017

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Table of Contents

Executive Summary
AHS Company Overview
AHS Business Problem Statement
Research Questions
Data Overview & Time Frame
Owned Data

Overview
Key Insight #1

Earned Data

Overview
Key Insight #1

Network Analysis

Overview
Key Insight #1

Actionable Strategy

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Executive Summary

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Atlanta Humane Society Company Overview

Local, Atlanta based non-profit organization
Founded in 1873
Serves around 30,000 animals each year

Places 9,000 dogs and cats in their forever homes

Committed to finding homes for all pets
Passionate about improving the welfare of animals across the Southeastern United States
Provide preventative care, adoption, and education

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Business Problem Statement

Through a cross-platform data analysis assessment, Atlanta Humane Society lacked a regular posting schedule on Facebook and lacked engagement with their audience on Twitter.

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Research Questions

What type of posts drive the most engagement among users?

What are people posting when talking about AHS on social media?

During which months did Atlanta Humane receive the most interaction?

How did Hurricane Irma affect the conversation surrounding AHS?

Where do influential users with higher Klout scores come from?

Does Atlanta Humane take advantage of their sister organizations across the U.S.?

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Data Overview/Time Frame Monitored

We analyzed the Atlanta Humane Society’s Twitter activity from March 14, 2017 to September 14 of 2017.

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Owned Data

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Owned Data

Atlanta Humane’s owned data received the most engagement from users when they announced upcoming philanthropic efforts, as well as posts about adoptions.

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Key Insight #1

Announcement tweets made by Atlanta Humane Society triggered the most engagement from their audience, followed closely by adoption tweets.

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Earned Data

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Earned Data

Over 90% of the conversation was held on Twitter in comparison to other social media platforms.

During the month of September, in the midst of Hurricane Harvey and Hurricane Irma, the interaction rate among users increased.

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Spike Analysis

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Spike Analysis Cont.

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Key Insight #1

Having users with high Klout scores outside of the state of Georgia is helpful to Atlanta Humane Society during natural disasters.

People in areas across the U.S. can share information on how to relocate animals to safe places like the Atlanta Humane Society.

Users with Klout scores of 70+ came from the following places in the United States:

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Network Analysis

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For our network analysis, we had to expand our Boolean search outside of just The Atlanta Humane Society. This expanded our data to include more in the overall conversation.

("Atlanta Humane Society" OR "Atlanta Humane" OR "@atlantahumane" OR "PAWS Atlanta" OR "Furkids" OR "Angels Among Us Pet Rescue")

Node Excel Atlanta Humane Twitter Map

Here is our Node Excel map for Atlanta Humane Society’s twitter.

*blurb on slide*

*state each group label*

In group 2, we found that @humanesociety (national humane society) wanted to interconnect users by creating more engagement and conversation

In group 3, we found that information relating to news and new influencers were more siloh’ed because they want users to come to them for information.

Overall, everything is quite interconnected, so we believe that Atlanta Humane should start to reach out to other national rescue organizations and create conversation because there is conversation already there.

-Say overall that they’re very interconnected, so atlanta humane should start reaching out to other national rescue organizations and create conversation because the conversation is already there.

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Key Insight #1

Links include pages that are outside the Atlanta area because our Boolean Search was on a National level.

The most prolific links found in top groups in the broader conversation.

Top URL’s by Group, the first being the adoption homepage for Atlanta Humane that shows current dogs up for adoption, shelters to adopt from, as well as how to adopt whether you are in-state or out of state → atlantahumane’s adoption page is the most prolific amongst the conversation because it is either tweeted or mentioned by local sports teams, news sites both national and local, sister organizations, and local establishments. Especially during this time period due to national disasters and animals being relocated

NBCLos Angeles is also included in the conversation because they tweeted a discount promotion on adoptions during the world series called Dodger Dogs, which was also mentioned by the National Humane Society, and since it is a major sports event it drew people that may not be followers of the humane society into the conversation

These groups were more interconnected and had stronger relationships than 3,4,5, and 6 because they were not siloes that only dispersed information instead they sparked conversation

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Actionable Strategy & Next Steps

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Actionable Strategy

Continue to promote announcements that include updates about AHS and incoming animals as they achieve the most engagement.
Tweets should be catered towards a female adult audience by showcasing philanthropic efforts
AHS should keep valuable connections with select users of Klout scores above 70 in areas all over the U.S. to be able to spread the word faster during natural disasters.
Atlanta Humane should reach out to other national rescue organizations and create connections because that is where the conversation is

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Thank You!

Questions?