VRSGA Social Media Audit

1. Digital Audit of
Visual Rehabilitation
Services of Georgia
Alyx Roseman, David Schloegel, Jeff
Hatfield, Joe Delvalle

3. Vision Rehabilitation
Services
• Founded by Sarah Sentell Scott in 1983
• Clients
o Macular degeneration
o Diabetic retinopathy
o Cataracts
o Glaucoma
o Birth Defects
• Services Offered:
o Comprehensive low-vision evaluations
o Instruction in a variety of daily living skills
o Safe travel
o Access technology training in magnification and speech software
programs
o Transition to vision loss counseling

4. Current Social Media
Presence
• Primary Audience
o Visually impaired
o Friends, family, supporters
• Secondary Audience
o Private donors
o Corporate donors

7. Spooktacular Chase
• http://www.spooktacularchase.com/
• Race to See
o 100 runners 1st year
o 150 runners 2nd year
• Spooktacular Chase 2011
o About 500 runners
• Spooktacular Chase 2012
o $30,000 goal
o Silent Auction

10. Objectives
1. Develop a more lucrative and larger number of
donors
o Bring VRSGA to the forefront of the vision impaired conversations
o Appeal on a more personal and empathic level
o Tailor social media to both donors and clients
2. Increase participation in fundraising events
o Reach out to existing participants through Twitter and Facebook
o Encourage a a stronger link between the event and VRSGA
o Reach out to current newsletter recipients (575)
Increase social media following on existing sites:
Twitter and Facebook

11. Competitor: CVI
• Center for the Visually Impaired
• Founded 50 years ago
• Competitor and sister organization
• Largest rehabilitation facility in the state
• Differences between CVI and VRS
• Twitter
• Facebook

12. VRS vs. CVI
@VRSGA @CVIGA @SpooktacularRu
n
Tweets 3 434 53
Twitter Followers 9 165 23
Following on 8 93 25
Twitter
Facebook Likes 17 540 126
“Talking about 12
this” on Facebook
Site visits on 106
Facebook

13. Competitor: NEI
• National Eye Institute under the National Institute of
Health
• Government entity: government funded
• Largest vision rehabilitation center in the nation
• Site receives 200,000 unique visits per month
(Quantcast)
• Unique visitor count is 84,000 users (Quantcast)

14. VRS vs. NEI
@VRSGA @NEHEP (NEI) @SpooktacularRu
n
Tweets 3 293 53
Twitter Followers 9 323 23
Following on 8 81 25
Twitter
Facebook Likes 17 257 126
“Talking about 6
this” on Facebook

15. Digital Audit of
Competitors
• Statistics of users on nei.nih.gov
o 63% of them are women
o Age range 35-65+ with 21% being between 35-44
o 66% of them have no children living at home.
o 54% of the average income is 100k-150k
o 84,000 unique visitor users.
• The reasons they have high traffic is because:
o Integration of social media websites on front page. (Facebook, Twitter,
RSS feed)
o Easy to navigate website.

16. Digital Audit of
Competitors (continue)
• Functionality of the website (nei.nih.gov)
o High integration of Social media channels (in front, click through links)
o Adjustable font size (for visually impaired)
o Headlines with news and information about eye health
o Search bar with in site searching.
o All of these things should be implemented on the Vrsga.org website for
more traffic and more click through

18. Search Engine
Optimization
• Maximize user • Facebook
traffic
• Twitter
• Keywords
• Spooktacular
• Keep everything Chase
up-to-date

19. VRS Search Analytics
ispionage.com semrush.com
Organic Online nih.gov lighthouse.org
Competitors Through virtua.org unityrehab.org
Shared Keywords emorymedicine.org nih.gov
marltonrehab.org virtua.org
cviga.org cviga.org
blind and low vision vision rehabilitation
vision rehabilitation services blind and low vision
Top Organic Keywords blind low vision visual rehabilitation
low vision services
rehab visual
low vision blind
low vision services

20. VRS Site Visitor Demographics

21. Hub and Spoke Model VRS
Website
360 Cobb
(geolocal)
Twitter
Vision
Search Rehabilitation
Facebook
Engines Services of
Georgia
Spooktacular
Email Twitter
Spooktacular
Facebook

22. VRS Social Media:
Current State
• VRS has a weak position in both Facebook and
Twitter
• The Spooktacular Chase has a stronger hold
o Focuses on race training
o Few references to VRS or vision rehabilitation
• 550 contacts on e-mailer list

23. Looking Forward
• Encourage current clients to engage with VRS on
Twitter and Facebook
• Include links to VRS Facebook and Twitter in every
email
• Tweet and post on each site daily, encouraging
followers to engage in the posts
• Target the tweets and posts to donors and
friends/family rather than clients

24. Looking Forward (cont.)
• Begin to edit Twitter and Facebook with current
news reports, events, thoughts, etc. about vision
impairment
• Reference the VRS Twitter/Facebook in every
Spooktacular post
• Edit the Spooktacular Twitter as though Seemore
the mascot is the author

25. Looking Forward (cont.)
• Include vision-specific benefits on the VRSGA
website such as different color text and larger font
• Include headlines of recent events and news stories
on the VRSGA homepage
• Expand the VRSGA website to include a search bar
for quicker navigation