#istandwithpp

My name is Allison Bannon

The organization I have chosen is Planned Parenthood Federation of America. Planned Parenthood is a nationwide and global figure in healthcare. Villainized by the masses due to them providing reproductive and abortion care, Planned Parenthood is a largely misunderstood entity. Yes, some of their centers provide medical abortions. They abide by local and federal law depending on their location. Abortions only account for approximately 3% of their total health care provision. They also provide birth control, cancer screenings, women’s health services, HIV and other STD testing and treatment, hormone therapy, and yes, even men’s healthcare. 

Planned Parenthood has a social media presence on many platforms. They exist on Facebook, Twitter, Instagram, Youtube, Tiktok, and Reddit, among others. Maintaining a strong media presence is important because there are plenty of people attacking them online. They must use their website and media to attempt to correct misinformation spread by these people. Other uses of their socials are to inform the public of their services, provide factual information about abortions, spread the word about activism and, lately, to post about the reality women are facing of having our reproductive rights slowly stripped by the Supreme Court and local jurisdictions.

The first of many vanity metrics to present is how many followers they have on each of six platforms. 

Facebook: 992K followers

Twitter: 323.1K followers

Instagram: 857K followers     

Youtube: 106K subscribers

Reddit as r/PlannedParenthood: 1.8K members

TikTok: 59K followers 

We can see from this list that their biggest platform is Facebook,  and therefore they should concentrate on continuing to post engaging content there. In order to expand into its booming popularity, they should investigate how to best tap into TikTok's user base. Maybe by creating a "challenge", or participating in one of the current fads, they could engage viewers. This would be a piece of advice to improve on an advanced metric. Another important tool to harness on TikTok, and really any platform, is using hashtags. Hashtags need to be more than just a description of the video. Many people use hashtags for currently trending topics, just thrown in to boost the video in certain algorithms. Hashtags also help you to be found in search engines. 

Another interesting set of data to look at is the top social media networks directing traffic to plannedparenthood.org. In March 2022, they had 11.5 million website views and ranked #3 nationwide for women’s health website hits. These redirects came from:

Reddit        32.63% of directed traffic

Youtube    31.32%

Facebook    15.08%

Twitter        9.60%

Instagram    6.09%

Other        5.28%

Here you see that engagement and traffic to one's website has no correlation to the number of followers on a platform. With this information, I’d advise the organization to understand where their audience is coming from and devote more ads or posts to improve the channel metrics by increasing social media profile and website visits. The platforms they would want to concentrate on are Twitter and Instagram, where they have the lowest referral rate. Posting more relatable content, ads and emotionally charged tweets would increase traffic from Twitter. In the article “How publishers can add 10-15% to Instagram referral traffic”, it states “[f]rom influencers to premium brands: the goal of this platform [Instagram] is community building, not click-through rates“. With that in mind, infographics, inspirational quotes superimposed on a picture of a rally, and quick facts would be the best to continue to use to engage people. 

An advanced metric that Planned Parenthood has already employed is advocacy. Their outreach through social media has allowed them to educate and inform, as well as help people find health care centers in their area. Currently, most of their media is centered around the abortion laws being passed around the country. If they were to partner with an influencer and the influencer were to share their advocacy videos, specifically on TikTok and Instagram, they would reach a much larger audience. I would recommend attempting to contact representatives for outspoken influencers or celebrities to see if they would take this opportunity. The advocate impact this would create would be an interesting behavioral metric to measure. 

Another behavioral metric that is newly available is saved videos on Tiktok. Now, users can like, comment, or save your video. Likes and comments are merely vanity points, but saving the video is behavioral. To increase this metric, you could ask in the video something along the lines of a quick “like, comment, and save if you agree!” at the end of each video.

This concludes my overview and advice in regards to social media metrics for Planned Parenthood. I encourage my readers to check out their website and social platforms to be more informed.

https://whatsnewinpublishing.com/how-publishers-can-add-10-15-to-instagram-referral-traffic/

http://Plannedparenthood.org

https://www.similarweb.com/website/plannedparenthood.org/#overview

Find out how to get involved in stuff!

-text “women’s march” to 44310 

-text “frontline” to 30403 (or go to thefrontline.org)

-text “RISE” to 22422 to join the Planned Parenthood Action Committee 

-supercharge2020.com to RSVP for Women All In Super Majority’s Day of Action

With only 44 days until the election the most important thing we can do right now is work to increase voter turn out!! As senator Mazie Hirone said tonight- “take that anger to vote.”