Case Study 3 Digicomm2200
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YMCA Case Study
For this case study I decided to go with the well-known global non-profit organization
known as the YMCA (Young Men's Christian Association) which is also referred to as the Y. The
YMCA organization was founded in 1844 and was originally based in Geneva, Switzerland,
(YMCA,
YMCA history
) and was originally intended to strengthen the youths’ minds, bodies and
Christian spirits. Although now we can clearly observe the Y has stepped away from its spiritual
values and instead welcomes all types of religions to its massive facilities and programs across
the world. For my case study, I wanted to focus on the Canadian YMCA’s social media channel,
specifically its twitter page, and how they can improve their social media presence.
To begin, we first must dive deeper to understand the origins of the YMCA. As
previously stated, the YMCA stands for Young Men’s Christian Association and was originally
intended for men to better their health in all aspects which includes physical, mental and
spiritually. It was one of the first places that religion was discussed outside of church. As we fast
forward to the modern day however with the major transition of the global presence of religion
becoming increasingly less important and “popular” aspect of life, the Y has adapted to this and
pushed away its spiritual values. To the public it keeps the organization to be open to all religions
and doesn’t exclude or discriminate anyone with a different religion which has created a positive
effect to their social status and to the organization itself. Another way the organization has done
this was to use and promote their shortened name the Y which avoids mention of the Christian
Association part of its full name, and they refer themselves with the shortened name all over
their online presence. Their Twitter bio reads “A charity committed to nurturing the potential of
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kids, promoting healthy living, and social responsibility to each other and the global
community.” By analyzing what the YMCA wants to be initially thought of includes no sense of
discrimination and only promotes self care as well as caring for others, it makes their page feel
welcoming to their space and is a strength they wield.
Moving along with this case, it is important to get a view of YMCA’s demographic and
implement strategies that can improve their engagement. I studied the recent likes on their posts
that are being shared and with that information I viewed their current demographic to be middle
aged and some elderly engagers as well. Most of the Y’s twitter posts include information on
upcoming event days for the organization, about sign ups for upcoming projects as well as other
news regarding what’s currently happening at the Y. They also repost other tweets from other
organizations such as Dietitians of Canada and very recently came to show support with
donations for Ukraine with their ongoing war with Russia. While this content may help gain
engagement to their current demographic, the Y should look it expand to the largest demographic
group that is constantly on social media which would be more targeted towards the youth. Since
the focus of the YMCA is to reach out to kids than what better way would it be for them to reach
out to them through the platform which all of them are on, social media. By incorporating new
content specifically for the youth while keeping their current demographic engaged, they could
see a lot more active engagement on their twitter page.
Listed below are two charts regarding YMCA Canada’s current twitter following. The
first chart is a chart of the YMCA Canada’s current weekly followers gained and its not very
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consistent and there are a decent number of weeks where they lost followers, by implementing
new strategies, such as the ones I suggested above, can increase these numbers and push them
onto surpassing the 15K mark as shown with the second graph indicating their slow race to the
15K mark.
The main issue with the YMCA Canada twitter page isn’t necessarily their following,
since a page with almost 15K followers isn’t by any means a bad page, but the real problem
comes when you examine the engagement of the posts that are being put out to their following.
With an average of about 5 likes and 3 retweets per post it does give a huge indication that their
followers aren’t engaging with the content that they are putting out. As a result, in the past, social
media pages have often followed as many people in their respective communities as possible in
order to combat this problem.
As an example, YMCA Canada should follow people in the
YMCA community who show an interest in the YMCA, such as local politicians, trainers, and
others, preferably the ones who have a bigger audience themselves. By engaging and interacting
with these followers they will start to repost etc. which will get their following to see that and a
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snowball effect will take place. Upon analysis its clear the page is doing the opposite with a
downward trend with their following which can correlate to its poor engagement.
For my last statement regarding helping the YMCA grow its engagement, another key
factor would be specifically regarding the post themselves. While it is important to keep
followers updated on what the YMCA is currently up to and giving tributes to successful people
in the YMCA community, these types of posts shut down a lot of new and engaging content that
would better to get their followers more interactive with the page. Some suggestions would be to
include some cool interesting facts for how people can improve their health. They also can
choose to take the route that other major brands have done by really engaging with community
posts and getting a larger footprint with the twitter space in general so that a new audience can
find the page and start engaging with it as well. An example of this would be to comment on
community posts regarding health and fitness. By implementing these strategies, I believe the
YMCA has a lot of potential to gain a larger following with more active users within its
community and continue their mission throughout social media more effectively.
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References
YMCA, YMCA. “YMCA History.”
YMCA Canada
, 26 Feb. 2012, https://www.ymca.ca/who-
we-are/ymca-history#:~:text=When%20the%20first%20YMCA%20in,thrive%20was
%20set%20in%20motion.
5
Blade, Social. “Twitter Stats Summary / User Statistics for ymca_canada.”
Social Blade
, 25 Mar.
2022, https://socialblade.com/twitter/user/ymca_canada.
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