Diabetes UK Blog & Social Network Audit
Background
Diabetes UK is the UK’s largest charity for the treatment and care of people with diabetes and is dedicated to improving the quality of life for people with the condition. There is a very active diabetes community online which is segmented into different groups (people with Type 1 diabetes and people with Type 2 diabetes for example).
Requirement
An active participant on networks such as Twitter, Delicious, Facebook, MySpace and Flickr, Diabetes UK enjoys a strong social media presence. Realising the value of this visibility within its wider online campaigning efforts however, required an assessment that would:
- Track activity and categorise online discussions into different user groups
- Establish how to optimise blog and social media activity to promote awareness of Diabetes UK and the issues around living with the illness.
Solution
Working closely with Diabetes UK, Chameleon Net identified the main objectives for the Blog and Social Network Audit and compiled them into a scoping document. Chameleon Net needed to appreciate why certain groups felt Diabetes UK was not representing their experiences of living with diabetes and understand the objectives of the charity’s web strategy. As part of the audit, Chameleon Net:
- Captured online activity on brand terms ("diabetes uk") and important keyword phrases ("living with diabetes")
- Analysed factors such as audience, sentiment and reach
- Provided feedback on activity across a range of media including video, audio, text and image.
Results
The audit and subsequent report brought the value of working with bloggers and interacting on social networks into sharp focus for Diabetes UK. As a result, the charity is involving more internal moderators and external brand ambassadors in its online activities, a move that is already paying dividends in the form of increased numbers of fans, followers and other advocates.