PROJECT 7

Audit of Social Media

Bad
Buzz
handled
well
UNICEF
UNICEF, which stands for the United Nations Children's Fund, is a specialized agency of the
United Nations (UN) that focuses on promoting the well-being and rights of children worldwide.
Established in 1946, UNICEF works in over 190 countries and territories, partnering with
governments, non-governmental organizations, and communities to address various issues
affecting children.

UNICEF's mission is to ensure that every child has a fair chance in life, regardless of their
background or circumstances. The organization works towards protecting children from violence,
exploitation, and abuse, providing access to quality healthcare, nutrition, clean water, sanitation,
and education.

Through advocacy, research, and programs on the ground, UNICEF aims to fulfill the rights of
children as outlined in the United Nations Convention on the Rights of the Child. These rights
include the right to survival, development, protection, and participation.

UNICEF relies on voluntary contributions from governments, private sectors, foundations, and
individuals to fund its operations and programs. The organization is committed to working
towards a world where every child's rights are respected and upheld, and where they can reach
their full potential.
UNICEF RESPONSE
UNICEF responded to the criticism by launching
a number of initiatives to improve its response to
the Ebola outbreak.
These initiatives included:
•Deploying more staff to the affected areas
•Providing more medical supplies and equipment
•Training local health workers on how to prevent
and treat Ebola
STEPS TAKEN
UNICEF also took steps to improve its communication with the public. The organization
launched a website and social media campaign to provide information about the Ebola
outbreak and UNICEF's work to combat it.

As a result of its efforts, UNICEF was able to improve its response to the Ebola outbreak.
The organization was praised for its work by governments, health experts, and the public.

Here are some of the things that UNICEF did to handle the bad buzz well:
• They acknowledged the problem. UNICEF did not deny the criticism that it had received.
Instead, it acknowledged that there had been problems and that it was committed to doing
better.
• They took action to address the problem. UNICEF did not just apologize for its mistakes. It
also took steps to address the specific problems that had been identified.
• They communicated with the public. UNICEF kept the public informed about its progress in
addressing the problems. It also listened to the concerns of the public and responded to them
in a timely manner.
UNICEF
UNICEF's handling of the bad buzz was an example of how an organization can
recover from a crisis. By acknowledging the problem, taking action to address
it, and communicating with the public, UNICEF was able to improve its
reputation and continue to do important work.
Here are some additional tips for handling bad buzz:
• Acknowledge the problem. The first step in handling bad buzz is to
acknowledge that there is a problem. Don't try to deny or minimize the problem.
This will only make things worse.
• Take action to address the problem. Once you have acknowledged the problem,
you need to take action to address it. This may involve apologizing, making
changes to your policies or procedures, or taking other steps to correct the
situation.
• Communicate with the public. It is important to keep the public informed about
what you are doing to address the problem. You should also listen to the
concerns of the public and respond to them in a timely manner.
Wounded
warrior
project
https://www.cbsnews.com/news/
cbs-news-investigates-wounded-
warrior-project-spending/
The Wounded Warrior Project (WWP) is a non-profit organization based in the United States
that provides support and programs to wounded veterans of the military service. It was founded
in 2003 with the mission of honoring and empowering wounded veterans and service members.

The Wounded Warrior Project offers a range of programs and services aimed at assisting
veterans who have incurred physical or mental injuries during their military service. These
programs include mental health support, physical rehabilitation, career counseling, assistance
with accessing healthcare and benefits, and social engagement activities.

The organization strives to improve the lives of wounded veterans and their families by
addressing their unique needs and challenges. WWP also advocates for policies and initiatives
that benefit wounded veterans and raises awareness about the sacrifices they have made.

Funding for the Wounded Warrior Project comes primarily from private donations and grants.
The organization has gained significant visibility and support over the years, enabling it to
expand its services and reach a broader population of wounded veterans.

Overall, the Wounded Warrior Project plays a crucial role in supporting and advocating for
wounded veterans, helping them to transition back into civilian life and overcome the obstacles
they may face as a result of their injuries.
ALLEGATIONS
In 2016, Wounded Warrior Project faced a significant public
backlash and negative media attention following allegations of
excessive spending and mismanagement of donor funds. The
controversy stemmed from reports that highlighted lavish
spending on staff retreats, conferences, and events, raising
concerns about the organization's financial practices and its
allocation of donor contributions.
These allegations prompted a series of investigations, audits,
and evaluations into WWP's financial management and
accountability. The scrutiny led to leadership changes within
the organization, including the appointment of a new CEO,
Mike Linnington, in 2016. Linnington was tasked with
addressing the concerns and implementing reforms to rebuild
trust and enhance transparency.
Internal Investigations:
WWP conducted internal investigations to assess
the validity of the allegations and identify any
instances of inappropriate spending. These
investigations aimed to uncover the facts, hold
individuals accountable, and make necessary
changes.
Independent Audits
The organization enlisted external auditors to
conduct independent audits of their financial
practices. These audits aimed to ensure that donor
funds were being used appropriately and in line
with the organization's mission.
Leadership
Changes
The organization made changes
to its leadership team, including
the appointment of a new CEO,
who focused on rebuilding trust
and improving the organization's
practices.
Enhanced
Financial
Oversight:
WWP implemented stricter
financial controls and governance
measures to ensure that donor
funds were being used
appropriately and efficiently. They
increased transparency in their
financial reporting, making their
annual reports and financial
statements readily available to the
public.
Engaging with
Stakeholders:
Wounded Warrior Project actively
engaged with their stakeholders,
including donors, beneficiaries,
and the public. They held town
hall meetings, participated in
public discussions, and responded
to inquiries and concerns,
demonstrating a commitment to
transparency and listening to
feedback.
 WWP placed a stronger emphasis on
Impact Reporting and measuring and reporting the impact of their
programs. They implemented rigorous
Program Evaluation: program evaluation processes to ensure that
donor funds were effectively utilized to
support wounded veterans.
Rebuilding
Public
Perception
: Wounded Warrior Project
focused on showcasing the
positive outcomes and real-life
stories of veterans who had
benefited from their programs.
They used various
communication channels,
including social media, their
website, and traditional media, to
highlight the impact of their work
and rebuild public perception.
Present
Over time, these efforts helped Wounded Warrior
Project regain trust and credibility. They continued
their mission of supporting wounded veterans and
took concrete steps to address the concerns raised
during the bad buzz period. It is worth noting that
Wounded Warrior Project's recovery from bad buzz is
an ongoing process, and they remain committed to
transparency and accountability to maintain donor
trust and support.
 bad buzz handled
badly by NGO
 The Save the Children Foundation is an international non-profit organization dedicated to improving the
lives of children worldwide. Founded in 1919, Save the Children works in over 100 countries, focusing
on providing access to education, healthcare, protection, and emergency response services for children in
need.

Save the Children believes that every child deserves a healthy start in life, the opportunity to learn, and
protection from harm. The organization works to achieve these goals by implementing programs that
address issues such as child survival, nutrition, access to quality education, child protection from violence

SAVE THE
and exploitation, and emergency relief in times of crisis.

Through partnerships with communities, governments, and other organizations, Save the Children

CHILDREN
develops sustainable solutions to the challenges faced by children, particularly those living in poverty or
affected by conflict, natural disasters, or other emergencies. The organization prioritizes the most
vulnerable children, including those who are displaced, orphaned, or affected by discrimination.

FOUNDATIO Save the Children also advocates for policy changes and increased investment in children's rights and
well-being at the local, national, and global levels. The foundation aims to ensure that children's voices
are heard and that their rights are respected and upheld.

N Funding for Save the Children comes from a variety of sources, including individual donations, corporate
partnerships, government grants, and philanthropic foundations. The organization has a strong reputation
and is known for its transparency and accountability in the use of funds.

In summary, the Save the Children Foundation is committed to improving the lives of children around the
world, focusing on their health, education, protection, and overall well-being. Through their programs
and advocacy efforts, they strive to create a brighter future for children and promote a world where every
child can thrive.
SAVE THE
CHILDREN NGO
The crisis surrounding Save the Children emerged in early
2018 when The Times newspaper published an investigative
report exposing allegations of sexual misconduct by senior
executives within the organization. The report revealed a series
of disturbing incidents and failures to appropriately address the
complaints of misconduct.
One of the key figures implicated in the scandal was the former
Chief Executive of Save the Children UK, Justin Forsyth. The
report alleged that Forsyth had sent inappropriate text messages
and made inappropriate comments to female staff members,
creating an uncomfortable and unprofessional work
environment. Another senior executive, Brendan Cox, was also
accused of inappropriate behavior.
 Save the Children faced criticism for its initial
response to the allegations. The organization
downplayed the seriousness of the misconduct

Initial and failed to take swift action to investigate the

claims. This response fueled public anger and
raised concerns about the organization's
Response: commitment to addressing sexual harassment
within its ranks.
Lack of Transparency:
Save the Children was accused of lacking
transparency and accountability in its handling of
the crisis. It was alleged that the organization had
a culture of secrecy and had failed to adequately
respond to previous complaints of misconduct.
This lack of transparency eroded public trust and
confidence in the organization.
 The crisis shed light on the inadequate safeguarding
measures within Save the Children. It was revealed
Inadequate that the organization did not have robust policies
and procedures in place to prevent and address
Safeguarding incidents of sexual misconduct. This failure
Measures: highlighted a significant gap in the organization's
duty of care towards its staff members and
beneficiaries.
Damage to
Reputation:
The mishandling of the crisis had
severe consequences for Save the
Children's reputation. The
organization, known for its work
in child protection and
humanitarian efforts, faced
significant public backlash.
Donors expressed disappointment
and concern, leading to a decline
in financial support and a loss of
confidence in the organization's
leadership.
Consequences
As a result of the crisis, Save the Children took steps
to address the issues and rebuild trust. The
organization conducted an independent review of its
culture and safeguarding practices, implemented
stronger safeguarding policies, and appointed a new
Chief Executive to lead the organization's recovery.
The crisis involving Save the Children highlighted the
urgent need for the NGO sector to prioritize
safeguarding, transparency, and accountability. It
served as a wake-up call for organizations to reassess
their internal processes and ensure the safety and well-
being of their staff and beneficiaries.
ACTION PLAN
Action Plan: Managing the Effects of Bad
Buzz for Ocean Heaven
OBJECTIVE
To effectively address and
mitigate the impact of
negative buzz or publicity
surrounding Ocean Heaven
on social media platforms.
Establish a
Monitoring System:
Utilize social media listening tools to
monitor mentions, comments, and
conversations related to Ocean Heaven
across various platforms.
Set up notifications or alerts to receive
real-time updates on any negative
mentions or buzz.
 Create a clear and documented protocol for responding to negative comments,
Create reviews, or complaints on social media.

Determine appropriate response times and guidelines for addressing different

Determine types of issues.

Develop a
Respond with Empathy and Transparency: Respond promptly to negative
Respond feedback, expressing empathy and understanding.

Response
Provide transparent and honest explanations, addressing concerns or grievances
Provide openly.

Take the Conversation Offline: For complex or sensitive issues, encourage

Protocol:
Offline individuals to continue the conversation through direct messages, email, or a
dedicated customer support channel.

Offer a direct point of contact within the organization to handle such

Offer conversations and provide personalized assistance.

Showcase Positive Engagements: Highlight positive testimonials, success

Showcase stories, and impactful initiatives through regular posts and updates on social
media.

Share positive feedback from satisfied customers or partners to counterbalance

Share any negative buzz.
Engage
Identify influencers, ambassadors, or brand advocates who align with
Identify Ocean Heaven's mission and values.

Influencers Collaborate Collaborate with them to amplify positive messages and create a stronger
brand presence on social media.

and Brand
Advocates:
Address Concerns Proactively: Proactively address common concerns or
Address misconceptions through educational content, FAQs, or informative posts.

Share the organization's efforts, achievements, and ongoing initiatives to

Share counter negative narratives. Continual Improvement:

regularly review feedback, complaints, and suggestions to identify areas

Review for improvement within Ocean Heaven's operations or communication
 Develop a crisis communication plan that outlines steps to be
Develop taken in the event of a major negative incident or viral controversy.

Designate specific roles and responsibilities to ensure a

Designate coordinated response and minimize reputational damage.

Crisis
Learn from Others: Conduct regular research and analysis of
Communication
Strategy:
Learn similar organizations or nonprofits facing negative buzz.

Learn from their experiences, both positive and negative, and

Learn adapt strategies accordingly

Use negative buzz incidents as opportunities for growth and

Use development
Implementation of
Action plan
By implementing this action plan, Ocean
Heaven can effectively manage the effects of
bad buzz, maintain a positive online
reputation, and foster trust and credibility
among its social media audience.
Continuous monitoring, proactive
communication, and strategic engagement will
help mitigate the impact of negative buzz and
reinforce the organization's commitment to its
mission of ocean plastic recycling.
 INFLUNCERS TO
COLLABRATE WITH
Influencer 1
Lauren Singer: Instagram: @trashisfortossers YouTube: Lauren
Singer
Followers : 18.8k on twitter
: 109k on Facebook
: 245k on YouTube
: 345k on Instagram
Lauren Singer is an environmental activist and influencer known for
her zero waste lifestyle. She gained popularity by showcasing her
journey of living a waste-free life and providing practical tips on
reducing plastic waste. Lauren's content aligns with Ocean Heaven's
mission of ocean plastic recycling and would resonate with their
target audience. Collaborating with Lauren would enable Ocean
Heaven to reach a dedicated community of environmentally
conscious individuals interested in sustainable living practices.
Twitter
Page
FACEBO
OK Page
YOUTUB
E PAGE
INSTAGRA
M PAGE
Influencer 2
Captain Paul Watson: Instagram: @captainpaulwatson YouTube:
Sea Shepherd Conservation Society Twitter @ @CaptPaulWatson
Followers : 125k on twitter
: 3.55k on YouTube
: 145k on Instagram
Captain Paul Watson is a prominent figure in marine conservation and the
founder of the Sea Shepherd Conservation Society. He has a significant
following on both Instagram and YouTube, where he shares updates on
ocean conservation efforts, environmental activism, and the protection of
marine wildlife. Collaborating with Captain Paul Watson would provide
Ocean Heaven with an influential voice in the field of ocean conservation
and amplify their message to a passionate and engaged audience.
Twitter
Page
YOUTUB
E PAGE
INSTAGR
AM PAGE
INSTAGRAM POST
TWITTER POST
FACEBOOK
POST
Tracking Social Media Metrics for Ocean Heaven
Analysis of
our social
media
Mentions by the day of
the week
Monday gets the most
mention 13 times
Sunday gets 0 mention
Mentions by hour of the
day
11 am has the most mentions
2 pm has the second most mentions
CONTENT
SOURCES
OVER TIME
INSTGARAM
TWITTER
REDDIT
PROFILE OF
OUR
FOLLOWERS
GENDER 50% MALE 50 %
FEMALE
TOP OCCUPATION
EXECUTIVE
COUNTRY WITH MOST
FOLLOWERS FRANCE
CATEGORY BUSINESS
TRENDING
TOPICS
THE FOLLWING TOPICS
SHOLD BE USED IN OUR
SOCIAL MEDIA POST MORE

FIGHT AGAINST PLASTIC

PARTNERED WITH
Takeaways from the
data
Best day to post content is Monday at 11 am
Avoid posting new content on the weekends
Focus on the Twitter, Instagram and reddit has it more traction
with our followers
Emphasis should on business category has it has our most
followers
As France has the most followers by country there is a need for
us to post and create content to cater to French followers
As data given is quite incomplete for full analysis further
analysis is need for more recommendations
key metrics you
plan to keep track
of changes to
Ocean Heaven
social media
presence
Introduction
•Monitoring and analyzing social media metrics is
crucial for evaluating the effectiveness of our
social media presence.
•By tracking key metrics, we can assess the impact
of our strategies, identify areas for improvement,
and make data-driven decisions.
KEY METRICS
Performance Evaluation: Key metrics provide a measurable way to evaluate
the performance and effectiveness of your social media presence. By
monitoring these metrics over time, you can assess whether your strategies,
content, and campaigns are achieving the desired results.
Data-Driven Decision Making: Tracking metrics allows you to make
informed decisions based on data rather than assumptions or guesswork.
You can identify what is working well and replicate successful strategies, as
well as identify areas that need improvement and make necessary
adjustments.
Goal Tracking: Key metrics help you measure progress towards your social
media goals. Whether your objectives include increasing brand awareness,
driving website traffic, boosting engagement, or generating conversions,
tracking relevant metrics allows you to assess if you're moving closer to
achieving those goals.
 Optimization and Improvement: By consistently tracking metrics, you
can identify patterns, trends, and insights that help optimize your
social media efforts. For example, if you notice a higher engagement
rate on certain types of content, you can focus more on creating similar
content to drive better results.
ROI Assessment: Tracking metrics helps you understand the return on
investment (ROI) of your social media activities. You can analyze the
relationship between the resources (time, budget, effort) invested in
social media and the outcomes achieved. This information is valuable
when justifying budget allocations and demonstrating the value of
KEY social media efforts to stakeholders.

METRICS
Accountability and Reporting: Monitoring key metrics provides a
basis for accountability within your team or organization. It enables
you to report on the progress, successes, and challenges of your social
media presence, allowing stakeholders to understand the impact and
effectiveness of your efforts.
Overall, tracking key metrics helps you make data-informed decisions,
measure progress, optimize strategies, and demonstrate the value of
your social media presence. It ensures that your social media activities
align with your goals and contribute to the growth and success of your
organization.
Follower Growth:
•Monitor the number of followers on each social
media platform (Facebook, Instagram, Twitter,
YouTube) over time.
•Track the growth rate by comparing the number of
new followers gained against the total number of
followers.
•Analyze the growth patterns to identify trends, such
as spikes or declines, and assess the effectiveness of
your content and engagement strategies.
Engagement Rate:
•Calculate the engagement rate by dividing the total
engagement (likes, comments, shares) by the total
reach or impressions.
•Measure the level of interaction and involvement
your audience has with your social media content.
•Assess the performance of different types of posts,
campaigns, or content themes based on their
engagement rates.
Reach and Impressions:
•Track the reach and impressions of your social media
posts to understand the potential audience exposure.
•Reach refers to the unique number of individuals who
see your posts, while impressions represent the total
number of times your content is viewed.
•Compare the reach and impressions across different
platforms and analyze the effectiveness of your
content distribution and targeting strategies.
Click-through Rate (CTR):
•Measure the CTR by calculating the percentage
of users who click on specific links or call-to-
action buttons in your social media posts.
•Monitor the CTR for various campaigns,
promotional content, or landing pages.
•Evaluate the effectiveness of your content in
driving traffic, encouraging user actions, and
achieving conversion goals.
Conversion Rate:
•Measure the conversion rate by analyzing the
percentage of social media users who take desired
actions, such as signing up, making a purchase, or
completing a form.
•Track the conversion rate for specific campaigns
or goals, such as fundraising, event registrations,
or newsletter subscriptions.
•Assess the effectiveness of your social media
efforts in driving meaningful actions and
achieving desired outcomes.
Conclusion
It is important to regularly analyze these metrics,
compare them against your goals, and identify areas
for improvement. Additionally, consider using social
media analytics tools or platforms to automate data
collection and reporting for a more comprehensive
analysis of of Ocean Heaven’s social media presence.