User Research & Social Media Plan for Hope and Healing, ON

The Work

The Social Media Plan was initiated to better understand the organization’s Users and Personas, to learn the behavior of the the users within their social media platforms, to find patterns within said platforms, and to better strategize for the succeeding fiscal year. As the Research and Analytics intern, I dove into User Research and Analyses, and Content Audits and Analytics.

I was tasked with and responsible for (1) reiterating their Personas, (2) communicating the importance of Personas, (3) combing through their past fiscal year’s social media performance, (4) finding patterns and generating insights within their content themes and messages, (5) interpreting what type of content Personas expect of the organization, (6) setting formulas for succeeding years’ targets, and (7) producing recommendations for content adjustments to improve the performance of succeeding fiscal years.

I produced reports each week which later on were used to conclude the Social Media Plan and Content Strategy. These reports can be grouped into three major research components:

1. User Research. The task involved validating and identifying existing Personas within the organization’s social media channels, leading to the addition of a new User Persona based on a large user group discovery. The report, inclusive of Goals and Expectations, aimed to guide the strategy team in addressing user needs, determining preferred communication, and selecting the most effective channels for engaging target personas.
2. Social Media Full Content & Analyses. I conducted in-depth research to determine the most resonant themes and messages for each user group on various social media channels i.e. Facebook, Twitter, Instagram, YouTube & LinkedIn. Analyzing performance metrics from the previous fiscal year allowed us to identify and optimize content that proved most ideal, appealing, and engaging for our users and personas.
3. Key Insights, Adjustments and Recommendations. In addition to audits, interviews, and internal research, we conducted a comparative analysis of Hope and Healing against similar organizations, examining their performance from the initiation of their channels. The culmination of these comprehensive analyses enabled the delivery of valuable insights, recommended adjustments, and the creation of formulas to establish optimistic and likely targets for future success on social media platforms.