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Profile: @2ndHarvest

19 August 2009
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Second Harvest Food Bank of Santa Clara and San Mateo Counties

Industry sector : Non-Profit/Food Bank

Twitter ID : @2ndHarvest
Followers : 666
Following : 135
Ratio followers/following : .20

Number posts : 179
Account created : January 06, 2009
First post :  January 06, 2009  

Why:  Strong example of following best practice, not only in Twitter, but in social media overall.  Extremely well networked, using all avenues of online community building.  Excellent integration of other mediums and introduces readers to a holistic view of the food bank, from volunteers, to corporate donors to events that support the food bank.  Also engages readers with quotes, and news about hunger in the country.

URLS: http://http://www.secondharvestfood.org/
Twitter: http://twitter.com/2ndHarvest
Bio link : http://www.secondharvestfood.org/
Facebook : http://www.facebook.com/pages/San-Jose/Second-Harvest-Food-Bank/27104741639
MySpace : http://www.myspace.com/secondharvestfood
LinkedIn : http://www.linkedin.com/groups?gid=1150377
Org Blog :  http://www.shfbnews.blogspot.com/
Other (YouTube): http://www.youtube.com/user/Secondharvestfood
Other (Flickr): http://www.flickr.com/photos/26620744@N04/

About: “Second Harvest Food Bank of Santa Clara and San Mateo Counties has been providing services to the community for 35 years. We are the single largest nonprofit provider of food to low-income households in Santa Clara and San Mateo Counties and are the seventh largest food bank in the country. We provide food to an average of 176,000 individuals each month. Of those we serve, 67% are families with children and 12% are senior citizens.

Last year, we provided 34.6 million pounds of food to those in need through our network of 328 nonprofit agencies at 1,051 distribution sites. As a leader in the community, we go beyond food assistance and operate community nutrition programs and a multilingual toll free hotline where callers can learn how to access the food programs in their neighborhoods. We work with lawmakers to advocate for policy changes and strive to eliminate hunger and its root causes.

Second Harvest Food Bank is a certified member of Feeding America (formerly known as America’s Second Harvest), a network of food banks and food distribution programs in the United States. This membership allows Second Harvest Food Bank to cooperate with other member food banks, to receive food from national corporate food donors, and to benefit from national publicity and mutual support.”

 

(5) Analysis

A. General

(A.1) Background: A+  The photo in the back is of volunteers sorting in the warehouse.  Perfect way to engage volunteers by showing others in service.  The side bar is well formatted, provides mission statement and logo of the organization.  However, doesn’t fit the screen well and the information is cut off from my laptop.

(A.2) Avatar: A  The food bank logo with fork and knife is great and recognizable.   

(A.3) Transparency: D  No identification of the author of the posts 

(A.4) Bio:  B  While the organization’s name is “2nd Harvest Food Bank of Santa Clara and San Mateo Counties,” under Location, they list  “Silicon Valley Bay Area CA.”    This discrepancy is somewhat confusing.  The link goes to a great website, which is rich with information and links to other social media sites.  The bio is for the organization and does not list a specific person or department. 

B. Tweets as of Aug 3

(B.1) Replies: 6/100
(B.2) ReTweets: 20/100
(B.3) DM requests: ?.
(B.4) Hashtags: 6 hashtags
(B.5) Favorite tweets: Meet one of our dedicated food bank volunteers, Joe – age 93: http://bit.ly/zh5Y610

(B.6) 2nd Harvest is using Twitter to really engage, inspire and educate their community. The tone is vibrant, excited and passionate.   While they continually respond and reply to the community, most of the tweets are informative and provide content to the reader.

C. Questions/Suggestions
(C.1)Questions unearthed?: Who is the author?  How do they keep the material connected and relevant, but not repetitive? 

(C.2) Suggestions for Improvement:  Next step could be to provide ore information about the inner workings of the organization, who’s who, what type of innovations are being made to help fight hunger.  But overall, very good example. According to analytics, however, they are not being re-tweeted at all.  In order to increase their “clout” they will need to provide much more ‘re-tweet-able’ information, or link more substantially to other like-minded organizations.  Also, their “velocity’ is “very, very low” according to Twitalyzer.  Expanding reach could be a goal for the future. 

E.  Conclusion

In seven months, the Second Harvest Food Bank has begun to engage their constituents with an overall social media plan, including Twitter.  On average, they tweet 27 times a month, with much of their content directing you to other aspects of their social media strategy and online news.  They have room to grow and increase their presence in the Twitter community, but seem to be off to a strong and steady  beginning.

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