The following section provides an overview of Island Conservations and its industry, competition, target audience, social media followers and influencers.
About Island Conservation
Island Conservation is a nonprofit organization based in Santa Cruz, California, focusing on island ecosystem conservation efforts, extinction prevention and removal of invasive species. Since its founding, Island Conservation and its partners “have successfully restored 65 islands worldwide, benefiting 1,218 populations of 504 species and subspecies” (Island Conservation, 2015).
Industry
Island Conservation falls within the fields of nonprofit, as well as ecology and conservation, which “have evolved rapidly over the past century,” according to a paper published by Frontiers in Ecology and the Environment, which analyzed 52 ecology and conservation journals over 80 years. “Conservation science is one of the fastest growing subdisciplines, demonstrating the growing valuation of human dimensions of ecology” (Anderson et al., 2021).
Competition
The fields Island Conservation falls into are quite broad; however because of the organization’s narrow focus on islands, the large number of possible competitors narrows the field down significantly. This means that with a social media analysis, Island Conservation can learn tactics from the broader nonprofit conservation industry, but it can also look at close competitors with the same goals to see if there are lessons to be learned from those organizations.
Target Audience
The target audience for Island Conservation’s social media outreach are people who care about the environment and conservation, who want to learn updates about the organization and industry, and who might be incentivised to donate to the nonprofit. Because the organization is worldwide, the target audience isn’t necessarily tied to one country, though it receives the most traffic from the United States.
According to Pew Research, the younger generations care the most about environmental issues: 71% of Millennials say climate should be the top priority to ensure a sustainable planet for future generations (67% Gen Z, 63% Gen X, 57% Boomer & older) (Tyson et al., 2021).
The younger generations are also more vocal about taking action for the climate on social media, with 67% of Gen Z talking about the need for action on climate at least one to two times in the past few weeks (61% Millennials, 53% Gen X, 50% Boomer & older). Additionally, 45% of Gen Z engaged on social media with content on the need for climate action within the past few weeks (40% Millennials, 27% Gen X, 21% Boomer & older) (Tyson et al., 2021).
Additionally, “32% of Gen Zers and 28% of Millennials have taken at least one of four actions (donating money, contacting an elected official, volunteering or attending a rally) to help address climate change in the last year, compared with smaller shares of Gen X (23%) and Baby Boomer and older adults (21%)” (Tyson et al., 2021). This means Island Conservation has a good chance of engaging younger users on social media and encouraging action, such as donating or signing a petition.
Social Media Followers
Island Conservation uses the following social media platforms:
- Facebook: 14K followers
- Instagram: 10.8K followers
- LinkedIn: 7.8K followers
- Twitter: 7.4K followers
- YouTube: 567 followers
Social Media Goals & Metrics
The goals that Island Conservation have on social media include building brand awareness, increasing its community on social media, bringing more users to the website, and increasing its small donations through social media initiatives. The core metrics that would support these goals include follower growth rate, engagement per follower, story engagement, engagement rate by followers, website traffic, link clicks per post, comments per post, and funds raised through social media links.
Influencers
Island Conservation does not currently work with influencers, but this could be a viable opportunity to gain followers. This will be discussed in more detail later about how Island Conservation can build its audience.
Core Social Media Strength & Weaknesses
The following section will look at the strengths and weaknesses of the core social media platforms that Island Conservation currently uses. (Note that it will not include YouTube, as Island Conservation has not posted in five years.) Island Conservation posts inconsistently to social media, but averages around two per week on Facebook and Instagram. For LinkedIn and Twitter, the organization also reposts from other accounts, which amounts to around three posts per week, on average.
Engagement Rates
Island Conservation has thousands of followers on each of its platforms – Facebook, Instagram, LinkedIn, and Twitter – but engagement is low. The average social media engagement rate is 1% to 3.5% (What Is Engagement Rate and How to Calculate It | DashThis, n.d.). This means, for example, its Facebook should be seeing engagement rates of 140 to 490 per post, when it averages between 5 to 15 engagements instead. Instagram seems to be the strongest platform for interaction, ranging from 35 to 290 interactions each.
Island Conservation Engagement Rates Across Platforms
|
Followers |
Average Likes |
Engagement Rate |
|
|
|
14,000 |
10 |
0.07% |
|
|
10,800 |
200 |
1.85% |
|
|
7,800 |
75 |
0.96% |
|
|
7,400 |
10 |
0.14% |
Giving Information, Not Asking for Engagement
The majority of Island Conservation’s posts are focused on one task: to share information. Very few posts ask for engagement or seek to listen to the followers, making it a one-way dynamic. This could be one factor that has a negative effect on engagement rates.
Not Catering to Uses & Gratifications
Island Conservation posts largely the same content across its platforms, with some exceptions (including Twitter, where it can repost from other users). This indicates that Island Conservation is not taking into consideration the specific use cases associated with the social media platforms.
According to the “Uses and Gratification” communication theory (Communication Theory/Uses and Gratifications - Wikibooks, Open Books for an Open World, n.d.), each platform addresses different elements of:
- Cognitive needs, such as acquiring information, knowledge and understanding.
- Affective needs, such as emotion, pleasure, and feelings.
- Personal integrative needs, such as credibility, stability, and status.
- Social integrative needs, such as interacting with family and friends.
- Tension release needs, such as escape and diversion.
This means a user might be drawn to one social media platform but not to another. As such, the same content posted to multiple social media sites means it has a lower chance of being seen as native content and a lower chance of encouraging engagement.
Ratio of Jabs vs Right Hooks
Gary Vaynerchuk, the entrepreneur and best-selling author of social media books, often refers to social media posts in relation to boxing: “jabs” are engagement posts, while “right hooks” are “call to action” posts. There should be a high ratio of jabs to right hooks (Vaynerchuk, 2013), and Island Conservation currently has a good balance. However, Island Conservation could do a lot more jabs focused on engagement and building followers so that when it’s the right time for a “right hook” in asking for something from the audience, more people would be willing to follow through.
On Instagram – arguably Island Conservation’s strongest social media channel – looking at other organizations’ profiles can help with inspiration. For example, the Denali National Parks Service (or @denalinps) shows how jabs can build a strong following and have a large amount of engagement.
Paired with a nice-looking image, the post often includes surprising content about Denali Park including, for example, quotes from pop culture (Gandalf and Mindy Kaling), a cute poem about a fox in winter, and facts, like how Denali is taller than Mt. Everest. It also posts comments that could be shared with other users, including one that shows a picture of a sleeping puppy with the text, “Mike wanted us to tell you that you’re working too hard, and that you need a nap.”
They also ask “pop quizzes” and questions like, “How tall is a moose?” All posts hold relevant park information, but they are introduced in a way that engages people from many different backgrounds and interests. Island Conservation could adopt a similar varied approach to catch the attention of scrollers to see the “jab.” With that built trust, when it’s time to make a “call to action” or “right hook,” users will be more likely to pay attention.
Donations
For a nonprofit like Island Conservation, social media “right hooks” or “call to actions” will translate into donations or getting viewers to sign a petition. Landing the appropriate “call to action” will be more successful if the post is related to a specific event, such as Invasive Species Week in February or Earth Day in April.
Additionally, social media funding could be more successful when the “cause” is more specific than funding the organization. A great example of this from another nonprofit is Community Effort Animal Rescue, which posts occasional fundraisers for specific dogs it rescues via crowdfunding. It also posts specific fundraisers and requests for donations, such as summer (pools for the dogs), winter (blankets), or if something breaks (the water pump).
Island Conservation does have a few “call to actions,” like asking for donations, but it’s for the organization in general, rather than for a specific fundraising need. Being more targeted in the “call to action” means that there are more opportunities in the future where Island Conservation can ask for funds for a different purpose and potentially have a stronger response. The organization can also adjust the post to resonate more with the audience.
Social Media Analysis
The following sections will consider the personalities of each social media platform, how it relates to the Uses and Gratification communication theory, and how Island Conservation could generate engagement with the specific audience.
- Profile: As a social media giant with a diverse user base, Facebook should be approached with a friendly and inclusive voice and tone. Posts should focus on building community and fostering engagement, with an emphasis on sharing updates, events, and news related to Island Conservation’s mission and activities.
- Strengths: Island Conservation has the largest social media following on Facebook, with 14K followers.
- Weaknesses: Post only 1 to 2 times per week; the interactions are quite low, averaging between 5 to 15 interactions for each; Island Conservation can mistakenly publish posts twice; posts are often the same as what’s posted on its other social media platforms.
Example of a successful Facebook post:
✔️Good images
✔️Engaging first line
✔️Links in post
✔️Effective hash-tagging
✔️Native-style content
✖️No calls for engagement
✔️Successful “jab”
Facebook Missed Opportunity:
✖️Duplicate content
✖️No effective hashtagging
✖️Not a visually compelling image
✖️Hard-to-read, text-heavy graphic
✖️Link not in bio, pasted into the post
✖️No calls for engagement
✖️Unsuccessful “jab”
- Profile: As a visually focused platform, Instagram offers an opportunity to showcase Island Conservation's work and mission in a polished and aspirational way. The voice and tone should be creative, inspiring, and geared toward building a personal brand, with an emphasis on sharing beautiful images, engaging stories, and educational content that inspires action and drives engagement.
- Strengths: Has the highest level of user engagement, spanning around 35 to 290 interactions each; generally effective hashtagging.
- Weaknesses: Posts only 1 to 2 times per week; most posts have text dominating the images, making it feel non-native; posts can often be exactly the same as what’s posted on other social media platforms.
Example of a successful Instagram post:
✔️Stunning image
✔️Engaging first line
✔️Link in bio
✔️Effective hashtagging
✔️Native-style content
✖️No calls for engagement
✔️Successful “jab”
Instagram Missed Opportunity:
✔️Effective hashtagging
✖️Not a visually compelling image
✖️Text-heavy graphic
✖️Bland first line
✖️Call to action is uninspiring
✖️Link not in bio, pasted into the post
✖️Unsuccessful “right hook”
- Profile: With its fast-paced nature and limited character count, Twitter is ideal for sharing quick updates and sparking conversations. The voice and tone should be witty, informative, and thought-provoking, with an emphasis on sharing timely information, engaging with users, and promoting events and campaigns.
- Strengths: Effective retweeting of engaging content; has 7.4K followers; uses the platform to share timely information.
- Weaknesses: Averages 1 to 2 posts per week, plus occasional retweets; averages less than 10 interactions for each post; many posts do not grab attention.
Example of a successful Twitter post:
✔️Visually compelling image
✔️Breaking news
✔️First line catches attention
✔️Link in the post
〰️Uses hashtagging (but could be improved)
✖️No calls for engagement
✔️Successful “jab”
Twitter Missed Opportunity:
〰️Uses hashtagging (but could be improved)
✖️No image
✖️Bland message that sounds unauthentic
✖️Not noteworthy
✖️Does not explain link
✖️No calls for engagement
✖️Unsuccessful “jab”
Twitter Missed Opportunity:
✔️Effective hashtagging
✔️Visually compelling image with logo
✖️Disjointed messaging: combines two messages without linking them
✖️Could have provided facts from the impact report
✖️Muddled messaging with two calls to action
✖️Unsuccessful “jab” and “right hook”
- Profile: As a platform for professionals and career development, LinkedIn should be approached with a more formal and business-oriented voice and tone. Posts should focus on highlighting Island Conservation’s achievements and expertise, building partnerships and collaborations, and sharing thought leadership content related to conservation and sustainability.
- Strengths: 7.8K followers indicates a high level of professional following; some higher engagement than other social media (ranging up to 150 engagements).
- Weaknesses: Some non-native content for LinkedIn; posts 1 to 2 times per week.
Example of a successful LinkedIn post:
✔️Video draws attention
✔️First line catches attention (almost calls for engagement)
✔️Includes link
✔️Builds the professional reputation of the organization
✔️Highlights partnerships and successes
✔️Effective hashtagging
✖️No calls for engagement
✔️Successful “jab”
LinkedIn Missed Opportunity:
✔️Video draws attention
✔️First line catches attention (almost calls for engagement)
✖️No link; says link in bio (i.e. Instagram)
✖️No hashtags
✖️Buries news
✖️Call to action without a link
✖️Unsuccessful “right hook” but okay “jab”
LinkedIn Missed Opportunity:
〰 Good hashtags but could have used more
✖️Content designed for other social media
✖️Feels bland and generic
✖️No links
✖️No call to engagement
✖️Weak “jab”
Evaluating Ways to Build Engagement
Island Conservation could build engagement with its existing audiences by creating more video content and looking at social media as a conversation, rather than a means to share information.
Creating More Video Content: YouTube & More
Although Island Conservation has a YouTube channel, it has not posted videos in years (with 567 followers), so its relevance is lower than the other platforms. However, YouTube could be a viable social media channel for Island Conservation, considering it is the most popular social media site, with 81% of Americans saying they use it (NW et al., 2021).
Island Conservation could start posting more video content on its YouTube channel to take advantage of the high usage rate across all demographics. Then Island Conservation could repurpose that video content onto its other social media platforms to attract attention and build engagement.
As a video-centric platform, YouTube has a community of users that are passionate about creativity, education, and entertainment. The voice and tone should be enthusiastic, informative, and engaging, with an emphasis on visually-compelling content that showcases the beauty and diversity of islands and conservation.
A great way for Island Conservation to build engagement would be to tap into the visual elements of other social media platforms. For example, on Instagram, it could lean into the reels and experiment with different reel features, such as transitions, timed text, trending audio, voiceovers, and templates (McLachlan, 2020). Meanwhile, on Instagram, Facebook and Twitter, post more video content to catch the eye of scrollers.
Join the Right Conversations: Hashtags
Another good way to build engagement and increase reach would be for Island Conservation to post about trending topics or within specific conversations using hashtags. Island Conservation has a mixed bag of hashtag use. Many of its post do use hashtags in its posts, but the results can often be very broad (for example, #restoration), very general (for example, “#seabird”) or not specifically industry-focused (#hawaii, #island). Some posts might also use extra specific hashtags but leave some out (for example, #lovetheearthyouliveon but not #valentinesday).
Island Conservation did have some “sweet-spot” hashtags that were focused enough within the industry (for example, #conservationoptimism), which resulted in conversations focused on conservation successes. Using more targeted hashtags like this will help Island Conservation and its competitors find audience niches looking for content on its focus.
Engage With Users to Get More Engagement
The best way to build engagement is to stop thinking about engagement as a metric and to consider the humans who choose to follow your social media platforms. Island Conservation could consider what motivates the users and engage with them to build a conversation.
When do your followers want to view the content?
- Island Conservation could build engagement by posting often and regularly, reposting, and staying engaged in multiple conversations.
- Posting content at strategic times of day means users are more likely to see the content and engage with it.
- Creating a content calendar can help the nonprofit stay organized, know what events are coming up in the future, and make sure the social media platforms are getting the attention they deserve. Click here to see a sample content calendar.
Why do your followers use the social media platform?
- Based on the “Uses and Gratification” communication theory, Island Conservation should regard these social media sites as separate and deserving of its individual and personalized strategy and content; it should refrain from posting the same content across all platforms without regard for the strengths of the platform.
- Create native content that caters to the unique social media platform personality.
What catches a user’s attention?
Island Conservation could take various strategies to capture the attention of scrollers.
- Post more videos and native-style imagery (stunning for Instagram, professional for LinkedIn, personal for Facebook, news-y for Twitter).
- Catch users’ eyes with engaging, surprising written content, from pop culture quotes to questions to calls for engagement.
What do your followers think about your post?
- Island Conservation could ask more questions to its audience, either a random question that readers would find fun or a question to “get genuine audience and customer input on business decisions” (West, 2020).
- Rather than just telling the audience information, genuinely seek to build community and conversation.
What do your followers want to know about the organization?
- Island Conservation could post some “behind the scenes” content or content that shows more of the personality of the organization to show an authentic side to its users. It would also help audience members feel more emotionally connected to the organization when they see organization updates, events and other news.
Who wants the spotlight?
- Island Conservation can acknowledge its followers by reposting user-generated content that tags Island Conservation. Many people love being reposted, and it gives them a bigger audience.
Evaluating Ways to Grow Target Audience
Island Conservation could grow its target audience by expanding to other social media sites, as well as engaging with influencers who care about the mission.
Influencers: The Best Way to Grow Target Audience
The power of influencers is here to stay; people are always influenced by their peers and people they respect. Additionally, the younger generations (Millenial and Gen Z) place extra weight on what their peers and influencers do: “37 percent of consumers trust social media influencers over brands; Gen Z and Millennials are two times more likely than Boomers to trust influencers” (Oracle, 2022).
Although Island Conservation does not currently work with influencers, this could be a viable opportunity to gain followers, spread awareness, and build trust with the younger generations. Millennials and Gen Z individuals, in particular, care the most about environmental issues (Tyson et al., 2021).
The best strategy for Island Conservation in selecting influencers is to find nano- or micro-influencers with a strong angle focused on nature and conservation and with a strong following dedicated to that angle.
A secondary reason to focus on the smaller-scale influencer is that one strategy the nonprofit could take – due to its limited budget – would be to ask the influencers to “donate” their time and work in the effort to help the organization, and a nano- or micro-influencer would be more open to this possibility.
The following are examples of influencers who Island Conservation could approach:
- Frans Lanting: A nature and wildlife photographer for National Geographic; based in Santa Cruz, California; focus: wildlife photography
- Twitter: 977.3K followers
- Instagram: 927K followers
- Mark Avery: Co-founder of Wild Justice; focus: nature conservation.
- Twitter: 52.5K followers
- Enric Sala: National Geographic Explorer in Residence: PristineSeas; focus ocean conservation
- Twitter: 18,607 followers
- Instagram: 85.3K followers
Frans Lanting would normally be a challenging influencer to partner with because he’s on the edge of micro-influencing (almost macro-influencing), and he is a professional photographer of nature. However, it could still be a good opportunity because Island Conservation is based in Santa Cruz, which is where Lanting lives.
Creating a heartfelt, personal message to Lanting via email would be the best strategy to start the conversation, but Island Conservation team members could meet in person with Lanting to discuss it more. In that in-person meeting, Island Conservation could bring up the opportunity for Lanting to volunteer his time, considering the tight budget of the nonprofit.
Working with influencers who genuinely care about Island Conservation’s mission will be important to not only convince them to work with the nonprofit, but to also convey engaging content with their fan base.
TikTok: Grow Audience of Millennials and Gen Z
TikTok launched in 2016 and is one of the fastest growing social media platforms. In 2021, TikTok had approximately 656 million global users, and in early 2023, it had 150 million active users (Lee, 2023). The audience on TikTok is largely young; although only 21% of U.S. adults use TikTok, 48% of its users are between 18 and 29 years old (NW et al., n.d.).
Although TikTok originally gained popularity for its lip sync videos, it now allows users to watch, create, and share short videos online. It can be utilized by businesses and nonprofits to increase brand awareness, build engaged communities, and get feedback from customers and audiences (How to Create a Successful TikTok Marketing Strategy for 2022, 2022).
As a platform for short-form videos and creative expression, TikTok offers a unique opportunity to showcase Island Conservation’s work and mission in a visually compelling and engaging way. The voice and tone should be upbeat, fun, and geared toward capturing the attention of a younger demographic, with an emphasis on creativity, humor, and educational content. Using this social media platform could allow Island Conservation to expand its audience with the younger Gen Z and Millennial demographic. However, it would be important to have native-style content, which means creating unique posts specific to TikTok’s tone.
Looking at “conservation” on TikTok, there are nonprofit organizations that have a large following, including Conservation International (@conservationorg, 181.4K followers), GG Conservation (@ggconservation, 608.2K followers), and Bat Conservation International (@batconservation, 22.5K followers). Looking at Conservation International’s TikTok page, which comes up first under “conservation” users, its TikTok account has accumulated 1.6M likes, and its posts have millions of views with its pinned posts. The normal posts range in views from hundreds to thousands.
The type of content that Conservation International posts includes fun facts, educational information – including “3 things conservation international does in [country] – and news information. Island Conservation could do similar videos focused on the work it does for island ecosystems around the world.
It is important to note the political controversies surrounding TikTok, though. The U.S. government is concerned that the Chinese-owned app would endanger American user data, and it is considering a nation-wide ban. In the meantime, some states have acted on their own, including Montana, which became the first U.S. state to pass a bill to ban the app. Although TikTok could be a great app for Island Conservation to build its community and base, especially for environmentally focused younger generations, its choice to join certain apps or not is a communication, as well, and it deserves internal discussion.
Pinterest: A Possibility
After researching conservation, island ecosystems, and restoration on Pinterest, Island Conservation could consider expanding to Pinterest. Although this platform has a smaller user base than other social media platforms, like Facebook and Instagram, it has a larger presence than other sites, like Twitter, TikTok and more: 31% of Americans use Pinterest. Of those users, 60% are women and 50% are light users of Pinterest, logging in weekly or monthly, instead of daily. It’s worth noting that Pinterest users have been dropping each year since 2021 (Top Pinterest Demographics That Matter to Social Media Marketers, 2017).
However, it could still be a viable opportunity if Island Conservation wanted to put the resources into this channel. The type of posts that would do well on Pinterest would be the beautiful landscapes of islands, tips on how people can support island ecosystems, and closeups of animals that the organization is working to preserve. Island Conservation could also do well in creating a few boards focused on various topics. For example, a board on the IOCC (The Island-Ocean Connection Challenge), which aims to restore 40 globally significant island-ocean ecosystems by 2030. People engaging with the board could learn more about those islands in one board location.
Additionally, Island Conservation could lean into inspirational quotes about island conservation, which seems to be a huge section of Pinterest posting. As long as the posts on Pinterest linked back to the organization’s website, this could be a worthwhile effort to broaden its social media presence.
Yelp: Not Worth It
Island Conservation does not participate on Yelp, and after evaluating Yelp’s user demographics and use-cases, it does not seem like a platform that Island Conservation would need to focus its energy to join. That’s because 49% of Yelp reviews are about restaurants, followed by shopping and home services (Elad, 2022).
Yelp is a platform focused on businesses that sell to customers, whereas Island Conservation’s focus is more on business-to-business (B2B) partnerships, including with governments and other international organizations, rather than business-to-consumer (B2C) interactions. Rather, Island Conservation should focus on building brand recognition with other social media sites.
Conclusion
Island Conservation has a lot of good things working in its favor for social media, but there are many improvement opportunities that could help it fulfill its goals of building brand awareness, increasing its community base, bringing more users to the website, and increasing its small donations through social media initiatives.
Island Conservation can increase its engagement and grow its audience by creating and posting more video content; using hashtags effectively to join conversations; trying to engage its users directly; finding influencers passionate about the organization’s goals who would be willing to donate their time and influence; and considering expanding to other social media sites to engage more followers.
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