Does it look like they follow a content calendar?
The Marine Conservation Society is a UK charity for the protection of the seas around the United Kingdom, and for the protection of the shorelines and wildlife, which was founded under the name of Underwater Conservation Society in 1977. In 1983, the name was changed to the Marine Conservation Society when it was officially registered as a charity.
The Society’s website (www.mcsuk.org) is well organized, with regular news updates and a calendar showing the events planned for any given month. It does not look like the post adhere to a regular calendar schedule but rather they highlight events as they happen or approach. The links to the social channels are clearly visible at the bottom of the MSC’s main web page. MCS maintains a YouTube channel with 227 subscribers, which is not a huge number, but clearly it demonstrates that there is some interest from the public. The YouTube channel does not get maintained often, with the most recent uploads being posted almost a year ago. MSC utilization of Twitter is much higher, with daily updates and re-tweets of major environmental developments and news from mainstream media and other channels. MSC’s Facebook account is quite active as well, with 26,087 likes and regular updates (again, there is no pattern indicative of a calendar since the updates happen almost daily).
How many people contribute to the social channels?
It looks like MSC’s Facebook page, with 26,087 likes, is a popular place for environmentally concerned people. Its Twitter account has almost 14 thousand followers and follows 1,434 others. It sounds like the Marine Conservation Society has been utilizing the web and the social media very efficiently to promote their noble cause. It is not clear from the organization’s site how many people it employs to maintain its web presence and contribute to the social channels, but I assume that it has several dedicated employees and volunteers.
What is the message they are getting across?
The Society’s main goal is protection of the seas around the United Kingdom and the world. Their social campaigning revolves around creation of marine protection areas in the UK, preservation of the shoreline, diverse sea wildlife, and coral reefs, and promotes the multiple conservation projects, both in the UK and abroad, in which the Society is involved.
Who are they trying to reach?
MSC targets the widest audience possible, with the especial emphasis on the younger, environmentally minded people who can help to carry their message forward and also pitch in with the conservation projects.