PLANNED PARENTHOOD

Emily Nalwasky and Rachel VanOrder

ADPR 5750: Social Media Analytics

Spring 2018

Purpose/Desired Outcomes:

The main goal of this project was to pinpoint what current users who are interacting with Planned Parenthood’s social media are talking about, and which types of posts have the largest and most positive responses. The data collected has been used to determine how the organization might strategize their social media postings in order to maximize potential reach, while also attempting to minimize the severity of any potential backlash from negative responders. To do this, certain metrics such as platform vs. content type, visuals vs. average engagement, hashtag type vs. average engagement, etc. have been compared and analyzed.

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COMPANY OVERVIEW

• Mission: “Planned Parenthood aims to provide trusted community health care, inform and educate the community, lead the reproductive health and rights movement, and advance global health.”
• Health care services
• Advocacy
• Education
• Research promotion and technology advancement

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• Social Media Handles:
• Instagram: @plannedparenthood
• Twitter (main): @PPact
• Facebook: /PlannedParenthood
• Tumblr: www.plannedparenthood.tumblr.com
• YouTube: /plannedparenthood

DATA OVERVIEW / TIME FRAME MONITORED

• Owned
• Approximately 800 tweets
• November 1, 2016 - January 31, 2017
• Earned
• 10,000 posts analyzed across platforms
• December 1, 2016 - January 31, 2017
• Network Analysis
• Relationships/Network analyzed on Twitter
• 15,708 vertices, 491 groups
• July 2015 - March 2018

OWNED DATA

OWNED DATA

• The owned data includes two datasets:
• Tweets published by Planned Parenthood
• Audience response to these tweets

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• How does the type of hashtag used affect audience response?
• How does the use of a visual element affect audience response?

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INSIGHT #1

Planned-Parenthood-authored hashtags garner more engagement than any other type of hashtag used by the organization.

INSIGHT #2

The tweets with the most engagement either used an infographic or did not employ a visual element at all.

Tweets with no visual element had the highest average engagement, followed by tweets that contained an infographic as the visual element. This points towards a preference for concise and clean-looking tweets that are easily read and shared by users.

EARNED DATA

EARNED DATA

• Conversations were analyzed by topic across varying social media platforms. These topics and platforms comprised two different datasets and are as follows:
• Topic of Planned Parenthood
• Twitter
• Instagram
• Facebook
• Topic of Pregnancy
• Twitter
• Instagram
• Forums
• What does the conversation look like within these platforms and how can Planned Parenthood use these insights?

INSIGHT #1

Instagram conversation around Planned Parenthood is largely positive and broad in subject matter.

Positive: 61%

(3,405 posts)

Negative: 21%

(1,124 posts)

Neutral: 18%

(1,106 posts)

INSIGHT #2

Conversations on forums surrounding the topic of pregnancy were mostly negative, with sentiments of fear and uncertainty.

Positive: 18%

(45,828 posts)

Negative: 61%

(156,957 posts)

Neutral: 21%

(53,764 posts)

NETWORK ANALYSIS

NETWORK ANALYSIS

• The goal of the network analysis was to pinpoint the different groups, hubs, and bridges among users across twitter’s platform that are talking about Planned Parenthood.

From there, further analysis was meant to address the following:

• Who are the biggest influencers/hubs?
• What does the conversation appear to be across the different groups/hubs?
• What links are being shared the most?

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“Educating Liberals”

Conservative Activists

Planned Parenthood

Isolates

Republican

News

Politics

NRA

Who to Reach?

Activists and Social Mediators

• Users with the top in-degree and most betweenness (users pictured)

ACTIONABLE STRATEGY & NEXT STEPS

ACTIONABLE STRATEGY

1. Use Planned Parenthood’s originally authored hashtags.
2. Keep it clean and simple for the most important content.
3. Try to get involved in conversations outside of the usual scope but still pertinent to Planned Parenthood’s cause.
4. Foster online relationships with influencers.
5. Focus more on the mission statement goals of DFS by creating a presence on forums and provide help to those seeking answers.

Thank you!