Greater Gift-Social Media

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Greater Gift-Social Media

An analysis of the frequency of posts, content, content applicability to Greater Gift's mission, and engagement statistics are provided for the Facebook, Instagram, Twitter, and LinkedIn profiles of Greater Gift. A media scan covering the last three years was also conducted for Greater Gift and is presented in the brief.

Social Media Presence

Facebook

  • In the six months period from October 1, 2019, to March 31, 2020, Greater Gift posted a total of 70 times. The most posts occurred in the month of March 2020, with 14 posts, while January 2020 had the least with ten posts.
  • Using the data for the six months between October 1, 2019, and March 31, 2020, Greater Gift posts an average of 11.6 times per month and between two to three times per week.
  • Content posted on the Facebook page for the period October 1, 2019, to March 31, 2020, ranged from content related to participating in clinical trials and promotional content for the PopUpStar competition for organizations that advance clinical research in the community. In the period October and November 2019, Facebook posts were also heavily focused on the Giving Tuesday movement and in the period leading up to Christmas, on the gifting cards that were available at Greater Gift.
  • Additionally, posts were concentrated on celebrating events such as World Mental Health, Valentines, Christmas, New Years, and Martin Luther King day. Posts related to partner support were also frequent. In March 2020, posts were heavily focused on COVID-19.
  • The frequent occurrence of posts directly referencing clinical trials, clinical research, clinical research partners, and the PopUpStar competition for advancing clinical research in communities all support the mission of Greater Gift which is to raise awareness of clinical research, and to express gratitude for clinical trial contributors.
  • Engagement on Greater Gifts Facebook post is predominantly from likes. Comments are minimal and shares are very rare. In October 2019 the post with the largest amount of likes at 15, was for the announcement of the winner of the 2019 PopUpStar competition. Of the 12 posts, ten posts received 56 likes and the average likes per post was 4.6. Three posts received a total of four comments, and two posts received a total of seven shares.
  • In November 2019, of the 11 posts, five posts received likes with the highest being a post on clinical trials equaling new medicine receiving 14 likes. The lowest received one like. Average likes per post in November was 1.9. Two posts received a total of three likes and two posts received a total of two shares.
  • In December 2019, of the 12 posts, seven received 18 likes. One post had one comment, and four posts had one share each. In January 2020, of the ten posts, eight received a total of 29 likes. There were no comments and three posts received a total of six shares.
  • In February 2020, of 11 posts, ten received a total of 36 likes. There were no comments, and one post had one share. In March 2020, of the 14 posts, 13 posts received a total of 66 likes. A post requesting donations of unused medical supplies on March 27, 2020, received 23 likes, six comments, and seven shares. Overall, there were two posts receiving a total of seven comments, and four posts receiving a total of 12 shares in March 2020.

Instagram

  • In the six month period from October 1, 2019, to March 31, 2020, Greater Gift posted a total of 48 times. There were five posts in October 2019, ten posts in November 2019, eight posts in December 2019, six posts in January 2020, ten posts in February 2020, and nine posts in March 2020.
  • Content posted on Instagram over this period ranged from information on the Giving Tuesday promotion, PopUpStar competition, Cards for a Cause, partner support and acknowledgment, clinical trials and research, and posts related to events such as Valentines, New Years, Christmas, World Mental Health, and Martin Luther King day. During the month of March 2020, the posts focused mainly on requests for donations of PPE equipment to be used in hospitals and celebration of women's history month.
  • Content posted on the PopUpStar competition, clinical trials, clinical research and partner support and acknowledgment are all related to Greater Gift's mission to express gratitude to clinical workers and to raise awareness of clinical research and trials.
  • As with Facebook, engagement with Greater Gift's Instagram profile is primarily in the form of likes of the posts. In the six month period from October 1, 2019, to March 31, 2020, there was one comment and no shares of the 48 posts.
  • During that time the 48 posts were liked a total of 291 times. In October 2019, the five posts were liked 18 times for an average of 3.6 likes per post. Likes in November amounted to 39 for the ten posts, at an average of 3.9. December's eight posts garnered 51 likes at an average of 6.3. January 2020 had six posts with 42 likes in total at an average of seven likes per post. In February 2020, there were ten posts garnering 69 likes at an average of 6.9 likes per post. Finally, in March 2020, nine posts received a total of 72 likes at an average of 8 likes per post.

Twitter

  • In the six month period from October 1, 2019, to March 31, 2020, Greater Gift tweeted a total of 82 times. There were ten tweets in October 2019, 12 tweets in November 2019, nine in December 2019, ten in January 2020, 27 in February 2020, and 14 in March 2020.
  • Content tweeted ranged from requests from PPE equipment and celebrations of Women's History Month in March, to tweets on the PopUpStar competition for 2020, webinars, and invitations to the Greater Gift booth at the OCT West Convention in February. In January 2020, tweets were focused on clinical research and the PopUpStar competition. December 2019 tweets focused on clinical research and Giving Tuesday. In November 2019 the tweets ranged from Giving Tuesday reminders to Cards for a Cause promotions, and Thanksgiving. October 2019 tweets were centered on the celebrations for the PopUpStar 2019 competition and partner acknowledgments.
  • Tweeted content supported the mission of Greater Gift with tweets on clinical research, the PopUpStar competition, and the promotion of the organization and its cause through invitation to attend the booth at the OCT West Convention and content related webinars.
  • Engagement on Giving Gift's twitter profile is primarily in the form of likes of tweets. In the six-month period from October 1, 2019, to March 31, 2020, the 82 tweets were liked a total of 121 times. There were five comments and 35 re-tweets. In October 2019 there were 13 likes at an average of 1.3 likes per tweet, for November there were seven likes for the 12 tweets at an average of 0.58 likes per tweet.
  • December has 11 likes for the 9 tweets at an average of 1.22, while in January 2020 there were 15 likes for the ten tweets at an average of 1.5 likes per tweet. In February 2020 there were 48 likes for the 27 tweets at an average of 1.77 likes per tweet. Finally, in March 2020, there were 27 likes for the 14 tweets at an average of 1.92 per tweet.

LinkedIn

  • LinkedIn does not provide the exact date a post was made. Instead, it lists the posts by days or months since posted. In the previous six months Greater Gift posted on LinkedIn 58 times. In the previous month there were 17 posts, there were 11 posts dating from two months ago, six posts dating from three months ago, ten posts dating from four months ago, and seven each for five and six months ago.
  • Content posted on the LinkedIn profile of Greater Gift include posts on clinical trials, clinical research, requests for donations of PPE equipment, women's history month, partner support and acknowledgments, PopUpStar competition, webinars, Giving Tuesday, Cards for a Cause, and events such as Christmas, Valentines, Martin Luther King, and World Mental Health day.
  • The mission of Greater Gift revolves around expressing gratitude for clinical trial contributors and to raise awareness of clinical trial research. The posts on the LinkedIn profile supports this mission with their emphasis on the PopUpStar competition, information on partners and the acknowledgment of their work, and clinical trial information, thank you to participants and research conducted.
  • Engagement on the LinkedIn platform is primarily in the form of likes. There are 354 likes and 13 comments on the 58 posts in the previous six months. In the previous month there were 142 likes of the 17 posts at an average of 8.35 likes per post. Two months ago there were 50 likes of the 11 post at an average of 4.54 likes per post. Three months ago there were 44 likes of the six post at an average of 7.3 likes per post. Four months ago, there were 32 likes of the ten posts at an average of 3.2 likes per post. Five months ago there were 21 likes of the seven posts at an average of 3 likes per post. Six months ago there were 65 likes of the seven posts at an average of 9.8 likes per post.

Media Scan

  • The research team searched for media references and articles for the Greater Gift Initiative from general media sources with national coverage, such as national newspapers and journal entries. When this did not yield any information the search was narrowed to local media in the Winston-Salem, North Carolina area, specifically the Winston-Salem Journal. Since this search did not prove fruitful, a scan of the social media profiles for Greater Gift was done. Once again, the research results were not favorable, and the search for articles were expanded to include 2017, and press releases from Greater Gift. The information gleaned from this approach is what was used in the brief below.

CISION

  • Greater Gift announced its supporting sponsorship of the second annual Clinical Trial Collaboration Conference on March 7, 2017.
  • A partnership with Compass Research was also announced on February 23, 2017.

ACRP

  • In a blog post dated January 2, 2018, the executive director of Greater Gift at the time, Amanda Wrights commented on the role of patients in spreading the word about clinical trials.
  • The blog reported on the results of a survey conducted by Greater Gift where 90% of the respondents wanted physicians to give them information about clinical trials, almost 60% were able to cite research sites as the source, and just below 50% cited family and friends.
  • On November 15, 2018, the ACRP issued a press release announcing its partnership with Greater Gift on the PopUp Star competition to raise awareness of the clinical trials with the public.

WCG Center Watch

  • On April 14, 2017, WCG Center Watch reported on the partnership between the Greater Gift Initiative and INC research. The partnership was aimed at allowing more vaccines to be donated.

Greater Gift Press Releases

  • On July 9, 2020, Greater Gift announced its partnership with Circuit Clinical. Circuit Clinical is an integrated research organization that operates on a global scale.
  • Via an announcement on June 5, 2020, Greater Gift indicated its strategic partnership with Gavi, the Vaccine alliance.
  • On September 24, 2018 the Initiative announced that it has formed a partnership with Aurora Research Institute.
  • Greater Gift supported the National Institutes of Health in its launch of the All of Us Research Program. This was announced on May 4, 2018.
  • A partnership was announced with Segal Trials on April 3, 2018.

Sources
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