MK 4305: Social Media Report for Aid Atlanta

1. Cassie Parker, Amelia Arnold, Cat Martinez & Alexis Kepano

2. About
AID Atlanta
● Local nonprofit organization spreading awareness of
HIV/AIDs and STIs
○ Education
○ Testing
○ Treatment
● Founded in 1982 by Graham Burton
● Target Audience
● Final goal - Prevention

3. Mission
“Reduce new HIV infections and improve
the quality of life of its members and the
community by breaking barriers and building
community.”

4. Community
Involvement
⚫Community housing
⚫Prevention education programs
⚫State hotline
⚫Workshops & seminars
⚫Fundraisers
⚫ AIDS Walk Atlanta & 5k Run

5. AIDS WALK
⚫ The first AIDS Walk was hosted in 1990
⚫ Fundraiser to raise money and spread awareness
⚫ Aid Atlanta Walk 2009

6. (RED)
Halo
Organization
⚫Mission: To create an AIDs
free generation
⚫ End Aids In Africa
⚫(RED) Marketing
⚫ Products
⚫ Celebrities

7. (RED)
Halo
Organization

8. WEBSITE
ARCHITECTURE ⚫ CTA
⚫ User friendly design
⚫ Use and clarity in images
⚫ Social Media Widgets
⚫ Active Social Media Feed

9. Current Social
Media
Platforms

10. Social Media
Analysis
Social Media Channel Social Media Audience
Facebook 2,982 Likes
Twitter 691 Followers
Youtube 16 Subscribers
Flickr 47 Followers
● Social media activity
○ Frequency: 10 to 20 postings a month
○ Content
○ Public engagement
● Yelp
● Citysearch

11. Digital Audit
⚫Site Architecture
⚫ Design, Structure and Functionality
⚫Reach
⚫ Target Audience vs Actual Audience
⚫Performance
Website Strengths Website Weaknesses
User friendly navigation Link YouTube & Flickr icons to site
CTA - Donate Now Make scrolling pictures at top of
homepage interactive
Social Media Posts on homepage Have links open in new tab
Link under PrEP to be updated-
Currently showing ‘June Testing
Events’
Search box directs viewer to a
page needing login credentials

12. Search Engine
Optimization
(SEO)
● What is Search Engine Optimization (SEO)?
● How does it work?
● Utilizing Social Media Optimization (SMO)

13. Data Analytics
Rank Ranger - 540 indexed pages. What this means is that web crawlers have located the pages and have found
enough content to be used in searches.
Alexa - the bounce rate for aidatlanta.org is 47.80%. The bounce rate indicates the number of visitors who visit the
site and then leave the site after viewing the main page.
Majestic - offers information on backlinks. details some of the sites linking to aidatlanta.org including
atlantapride.org, aidshealth.org, greybirdfoundation.org, thelaa.org, and thebody.com.
Google Alerts - We found mentions in “Georgia Voice: The Premier Media Source for LGBT Georgia”, “Project
Q Atlanta”, “WABE 90.1: Where Atlanta Meets NPR”, “WSB TV”. Most of the mentions involved the Aids Walk.
Woorank - Top keyword is “and” followed by “atlanta” followed by “aids” and “information”. The top keyword
phrases (more than one word used together) are “sti information”, “aids and”, “aid Atlanta”, “and sti”, and
“information line”.

14. Summary &
Recommendations
Aid Atlanta
● Well established organization in Atlanta community
● Active on social media
○ Facebook and Twitter
● Strong online foundation (with room for growth)
● Growing audience
Recommendations
● Maintain consistent online presence
○ User inspired posts to social media
■ interact with followers (retweet, mentions,
comments)
● Clean up URLs
● Introduce Instagram
● Feature anonymous testimonials on social channels
● Content creation
○ Hootsuite, Buffer, FutureTweets to schedule Twitter
Posts

15. World AIDS
Day
12/1/2016
“Every year, World AIDS Day is celebrated on
December 1st to raise awareness about HIV/AIDS
and to demonstrate international solidarity in the
face of the pandemic. The day is an opportunity for
public and private partners to disseminate
information about the status of the pandemic and
to encourage progress in HIV/AIDS prevention,
treatment and care around the world, particularly in
high prevalence countries.”
-Cathy Woolard
(Aid Atlanta)

16. Questions

17. Web
References
Sites Used
Aull, Jacob. (2015) What is SEO?. Retrieved from: http://www.slideshare.net/JakeAull/what-is-seo-47975971
Aull, Jacob. WordPress SEO Success: Search Engine Optimization for Your WordPress Website or Blog.
Indianapolis: Que Publishing, 2014.
Tuten, Tracy L. & Solomon, Michael R. Social Media Marketing. Los Angeles, London, New Delhi, Singapore,
Washington DC: SAGE, 2015.
Wilson, Nick. (2015, May 3). How to Make LinkedIn Your Content Marketing Secret Weapon. Retrieved from:
http://www.audiencebloom.com/how-to-make-linkedin-your-content-marketing-secret-weapon/
https://www.google.com/trends/explore?q=aid%20atlanta