world bank channels evaluation
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Who: According to Alexa.com, majority of the World Bank website’s visitors have at least a master’s degree.
What: Users visit the World Bank platforms to acquire credible data, such as GDP and Findex information.
Where: Users mainly access the World Bank information from their offices.
Overall Channels Evaluation
The use of call-to-action is lacking a clear direction in certain publications and some publications do not have call-to-action.
Currently, the World Bank’s Facebook and Twitter have the engagement rate between 0.0029% to 0.01% and 0.0033% to 0.0067%, respectively. The number is lower than the industry standard, which is at 1%.
While World Bank posted regularly on social media, average of 2 to 3 times per day on Facebook and 16 times per day on Twitter, World Bank does not engage in the conversations with users.
While the contents have the same, polished look and feel, the tones of the contents vary across the different channels. Creating consistent core content across platforms may help users navigate through the World Bank social media platforms more cohesively. Additionally, the evergreen content can be more engaging and digestible.
Engagement
ContentConversation
Call to action
The World Bank’s Twitter engagement rate is between 0.0033% to 0.0067%. For the on-going campaign, the “Pinned Tweet” functionality should be utilized for easy access to campaign information. Engaging in branded conversation can also increase traction.
The World Bank’s Instagram average engagement rate is between 0.3% to 0.9%.Currently, Instagram channel has great storytelling contents that can be leveraged for cross-platform campaign to help drive the number of followers.
The World Bank’s SoundCloud Podcast has the highest engagement rate ranging from 27% to 79%.
Podcast
The World Bank’s YouTube average engagement rate is between 0.76% to 7.6%.Video media should be shared across different platforms to maximize the use of visual contents.
YouTube
The World Bank’s Tumblr has great infographic contents and should be shared across different platforms to attract more followers and drive traction.
Tumblr
The World Bank’s LinkedIn average engagement rate is between 0.078% to 0.023%. World Bank should keep the article synopsis to only 3 lines long so the readers do not have to click on “more” to read the entire synopsis while being able to quickly gather all of the information.
The World Bank’s Blog has rich and diverse library of contents, these contents should be shared across platforms to generate more readers.
Blog
The World Bank’s Facebook engagement rate is between 0.0029% to 0.01%. The channel should involve human interactions, such as having conversation with the audiences. For the on-going campaign, the “pin” functionality should be utilized for easy access to campaign information.
Pinterest is a channel that the World Bank can explore. Users are already pinning the World Bank’s infographics and data. The World Bank can utilize this channel as a library platform to keep all of the visual informa-tion in one place.
The World Bank’s current contents are great, but it can be taken a step further. Give the audiences a look behind the scene, a day-to-day function of World Bank employees. What drive them? How campaigns and policies are developed? These contents will increase the World Bank transparency, putting faces to the bank and making the contents more relatable.
Transpa-rency
Engagement is calculated based on the number of interaction per post per subscribers. Kaley Paorohitya
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