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After looking at the analysis of both county’s pages, each has their own unique strengths and weaknesses. 

San Diego: San Diego’s page has a small following (17,642), relative to San Francisco’s (225,053) which is unusual because San Diego county has over two million more residents than SF. Their page posts daily, which is good and they should continue doing that, but they could post at a more optimal time (between 00-03 GMT which is 4-7pm in San Diego) to get more likes, shares and comments from their users. They also need to vary the types of posts they make, especially including more picture posts and posts with less text (ideally less than 500 words) because users engage more with those two types of posts. The San Diego page needs to interact more with other pages and create a network between county services pages - that way they can promote posts that appeal to different users with different interests. Their top post described the waiving of the adoption fee of county animal shelters for veterans and their families over the past weekend. The high level of attention to this post indicates that they could benefit from networking with a county page offering services to veterans or the pages of the county’s pet adoption shelters. They can also use more hashtags to bring in users looking for more broad search topics, that wouldn’t normally interact with their page. Compared to San Francisco’s page, they have a much higher engagement rate (SD: 4.96%; SF: 0.08) and a lot more “people talking about this” (SD: 875; SF: 199). To me, this indicates that while a lot more people like San Francisco’s page, the people who like San Diego’s page are more engaged with the content. 

San Francisco: San Francisco has a high following, but low user engagement. To increase their engagement, they definitely need to start posting more often. Right now they post 1.5 times a week on average, so followers have less opportunity to interact with their posts. If they started posting more frequently, they could also appeal to a wider audience with more varied content. San Francisco’s page does a good job of varying the types of posts they make though, they post primarily text, but also have a large proportion of photos and videos as well. Their follows respond most to photo posts, so they could even increase the frequency at which they make those posts, and post them at the optimal time (00-03GMT which is 4-7pm in San Francisco) to see even more community engagement. Their page is doing a good job of using hashtags and creating a network between other San Francisco public pages like the San Francisco County Works page and the SF Emergency Management page. The analysis also suggests using the Milestone feature more. They’ve used it once, but it could be a great way to create buzz about public projects and things that are happening in the city because based on SF’s top post, that is what is being commented on and shared most by it’s likers.

After analyzing the two pages, I found that San Diego had 17,649 likes, an engagement rate of 3.96%, and that they averaged about 2.35 posts per day. On the other hand, San Francisco had a massive 255,038 likes with only about 1.68 posts per day. However, with the giant amount of likes, the website showed that San Francisco has a much lower engagement rate than San Diego, scoring at only 0.08% engagement. The data showed that the city of San Francisco is utilizing “hashtags” in their posts, while the city of San Diego does not use them. It seems that San Francisco is doing a better job at using a wide variety of posting techniques that vary from photo posts, comments, videos, and check-ins, whereas San Diego is only focused on utilizing photo posts, video posts, and check-ins on their page. I really liked how the San Francisco facebook page used phrases and key words that teens and young adults would understand and relate to, such as the motivational post that was titled “major key” (a phrase coined by DJ Khaled in today’s pop culture). I love the fact that in San Diego’s facebook page, they use a photo or a video in almost every single post! As a viewer, I would personally be much more likely to read the story behind the post if there was a relevant photo or video attached!

5 recommendations for San Diego:

o   Use “hashtags” in posts to increase user engagement, gain new readers, and to increase the overall number of likes on posts

o   Make more creative photo posts in order to keep viewers interested and to capture their attentive

o   Post at peak times in order to secure and engage more users

o   Continue posting on a daily basis in order to stay current and to keep users informed!

o   Use “call to action” posts, such as “like this post if you agree with ____”, or “if you enjoyed this post, share it with your Facebook friends!”

5 recommendations for San Francisco:

o   Post at the peak times that people would be visiting these pages in order to increase user and reader engagement

o   Post more often, like how San Diego does, so as to increase reader engagement and attentiveness

o   Post more than once a week to maintain a solid base of readers and city awareness

o   Continue the utilization of “hashtags,” since they reach a greater audience and add to the engagement percent of the site

o   Same as one of my reccommendations for the San Diego Facebook page, San Francisco should consider using “call to action” posts, such as “like this post if you agree with or love ____”, or “if you enjoyed this post, share it with your friends now!”

2 Top Posts for San Diego & San Francisco:

Song 1: Where Is the Love by the Black Eyed Peas - The primary goal of the song is to bring awareness of the issues of the world. The route of persuasion is peripheral. They are not violating a contract, and the song is effective because it provides evidence such as terrorists, gangs, racism, discrimination, hate, etc.

Song 2: Imagine by John Lennon - The primary goal of the song is to provide a message of hope and peace. The route of persuasion used is central. They are not violating a contract, and the song is effective when it comes to inspiration and imagination. However, it does not provide a means for attaining this dream.

Sell:

I believe that the goal of this communication piece is to sell stuff because it is asking if someone is beach body ready and has the weight loss collection of pills in the right hand corner. This is implying that the pills will help someone lose weight. The destination of this ad is to increase the personal relevance of the health topic. This ad causes someone to ask themselves that question about their body, and if they do not think so, then they will look into the pills, if they choose to. The channel of this piece is display print, and it matched the intent of the piece well because when people are walking past it, it will catch their attention to read it very quickly and keep walking.

Inform:

The goal of this New York City subway ad is to inform because it is informing people that portions have grown and so have Type 2 diabetes. It also informs people of what number to call for a Healthy Eating Packet. The destination is to increase awareness of this health issue, and to show how important it is. The channel of this piece is display print, and it matched the intent of this piece well. There aren’t too many words to read, so the person walking by can quickly read what it says and keep walking. Also, it was placed in a New York City subway, so while someone is waiting for their train to arrive they can read it.

Change Behavior:

This communication piece is an example of change behavior because it shows a car accident as a consequence of drunk driving. Most people don’t want to get into big car accidents, so they will try to avoid drinking and driving. The destination of this ad is to model the behavior and consequence. The ad shows a car accident due to drinking and driving. The ad even mentions how stupid it is to drink and drive. The channel of this piece is display print. I think it matched the intent of the piece well because there are only two words on this ad. It says absolute stupidity, and the shape of the bottle in the picture is shaped like an Absolut vodka bottle. It is very quick to put together and understand the concept of this piece. People don’t need to stop to read it and understand what is going on.

Entertain:

The goal of this piece is entertain because there isn’t a big and clear message on this ad. The destination is activation and to model a certain behavior. It starts off with a big man at the top to form the word, “FAT,” then, he gets skinnier to still form the word, “FAT,” and then the last word says, “FIT.” The behavior that is being modeled is losing weight. The channel of this piece is display print. It matched the intent well because it is saying that to lose weight, you could go to that specific gym. People quickly looking at it could understand that if they want to lose weight like the man in the ad did, they could go to that gym listed at the bottom. It does not take a long time to read and understand what is being said in this ad, so display print was a good idea.

Sell:

I believe that the goal of this communication piece is to sell stuff because it is asking if someone is beach body ready and has the weight loss collection of pills in the right hand corner. This is implying that the pills will help someone lose weight. The destination of this ad is to increase the personal relevance of the health topic. This ad causes someone to ask themselves that question about their body, and if they do not think so, then they will look into the pills, if they choose to. The channel of this piece is display print, and it matched the intent of the piece well because when people are walking past it, it will catch their attention to read it very quickly and keep walking.

Inform:

The goal of this New York City subway ad is to inform because it is informing people that portions have grown and so have Type 2 diabetes. It also informs people of what number to call for a Healthy Eating Packet. The destination is to increase awareness of this health issue, and to show how important it is. The channel of this piece is display print, and it matched the intent of this piece well. There aren’t too many words to read, so the person walking by can quickly read what it says and keep walking. Also, it was placed in a New York City subway, so while someone is waiting for their train to arrive they can read it.

Change Behavior:

This communication piece is an example of change behavior because it shows a car accident as a consequence of drunk driving. Most people don’t want to get into big car accidents, so they will try to avoid drinking and driving. The destination of this ad is to model the behavior and consequence. The ad shows a car accident due to drinking and driving. The ad even mentions how stupid it is to drink and drive. The channel of this piece is display print. I think it matched the intent of the piece well because there are only two words on this ad. It says absolute stupidity, and the shape of the bottle in the picture is shaped like an Absolut vodka bottle. It is very quick to put together and understand the concept of this piece. People don’t need to stop to read it and understand what is going on.

Entertain:

The goal of this piece is entertain because there isn’t a big and clear message on this ad. The destination is activation and to model a certain behavior. It starts off with a big man at the top to form the word, “FAT,” then, he gets skinnier to still form the word, “FAT,” and then the last word says, “FIT.” The behavior that is being modeled is losing weight. The channel of this piece is display print. It matched the intent well because it is saying that to lose weight, you could go to that specific gym. People quickly looking at it could understand that if they want to lose weight like the man in the ad did, they could go to that gym listed at the bottom. It does not take a long time to read and understand what is being said in this ad, so display print was a good idea.

@globalcommunicationproject

This is an image of a Carl’s Jr. Advertisement in which they are trying to promote eating food from their fast food establishment. The message is to eat their food. The source is a super model who is very attractive. This source is incredible inappropriate and irrelevant to eating fast food. In addition, it is also somewhat offensive to use sex appeal tactics to encourage the target audience, probably men, to eat at a fast food restaurant. I believe a better, more appropriate choice for reaching the target audience would be to show images of the food close up or have a promotion about a deal they are offering when buying food from Carl’s Jr.

Campaign Objective: Announce                                http://www.cvs.com/project-health                                                                  This website promotes the variety of health screenings done at CVS.  It says you can speak to a heath rep and that they offer smoking cessation counseling. At the top of the page they also provide a video to show how the health screening events they offer work.

Campaign Objective: Advise 

I think this is a simple but very effective model/slogan. It points out the 3 behaviors that lead to 4 diseases that result in more than 50% of the deaths in San Diego.

Campaign Objective: Activate http://betobaccofree.hhs.gov/campaigns/tips/index.html                                 This campaign can motivate the audience to “Quit smoking now. Or better yet – don’t start.” It features the real stories of former smokers. They each have their own experience however they all have one thing in common; the smoking-related diseases and disabilities they have to live with now.

Campaign Objective: Advocate

http://sciencedebate.org/20questions                                                               This image promotes a political point of view. It was found on a website with topics that presidential candidates should be debating on (others include; climate change, global challenges, etc.). Those who created this website want to know whether the presidential candidate will support vaccine science because new epidemics can resurge due to the decreasing vaccination rates.

Campaign Objective: Combined Objectives

This achieves both the advise and activate campaign objectives. It talks about the misperceptions we may have of what an STD looks like, what behaviors lead to it and the testing that is needed. The audience might realize what they know about an STD are all misconceptions. By stating 1 in 2 of young people will not know they have an STD, it should motivate the audience to get tested because the chance of you being the 1 that doesn’t know is very high.