Search site
Lifestyle

What can social media tell us about blood donation?

Monday 28th July

As part of World Blood Donor Day 2014, we at benenden launched our very own social media campaign using the hashtag #gaveblood.

Working alongside the traditional #giveblood hashtag launched by charities, our aim for the #gaveblood campaign was to track how many people donated blood on World Blood Donor Day, track the level of awareness about the day and see whether anything had changed since our recent survey.

Here’s what we found out…

Although a small number of original tweets, they reached 23,488 people, increasing awareness almost a thousand-fold.

A charitable peak

  • Social media activity peaked on World Blood Donor Day (Saturday 14th June)
  • The number of tweets rose from 1 on 10th June, to 8 on 14th June.

It appears that people really stepped up to take action and raise awareness about the campaign.

This seems especially true when you consider how many people were using the #WorldBloodDonorDay hashtag too, and other hashtags related to it.

  • #WorldBloodDonorDay – 29% popularity
  • #ChooseYourDay – 24.3% popularity
  • #WBDD2014 – 18% popularity
  • #WBDD – 19.3% popularity
  • #June14 – 33.4% popularity

What were people hashtagging?

These overwhelmingly positive hashtags could indicate that World Blood Donor Day is succeeding in changing preconceptions about blood donation as painful or scary.

Remember our blood donation survey?

  • 67% of people said they had previously given blood to help others in need and save lives.
  • 12% of people said they have previously given blood to give something back after themselves, or a family member needed a transfusion.

These results seem to correlate with the hashtags #survivors and #isavedalife.

Who tweeted most?

The huge female response could indicate that the ‘Safe Blood for Saving Mothers’ focus of World Blood Donor Day has resonated with its target audience.

------------------------------------------------------------

  • 1,978 tweets were sent using the hashtag #giveblood
  • These tweets went on to reach a further 7,630,480 people, increasing awareness almost four thousand-fold!

A charitable peak

  • As before, social media activity peaked on World Blood Donor Day (Saturday 14th June).
  • The number of tweets jumped up from 14 around eight weeks ago, to well over 43 in the week leading up to, and after World Blood Donor Day.

It appears that through a strong celebrity/charity influence, people really became enthused by the campaign and clamoured to show their support.

  • The most popular day to use the hashtag was around Friday
  • The most popular time to use the hashtag was around 3 o’clock

World Blood Donor Day took place on Saturday 14th June, indicating that people had a good awareness of using Twitter in an appropriate, time-sensitive manner.

This is further illustrated by the days on which most people used the hashtag #WorldBloodDonorDay.

  • The most popular days to use the hashtag were Friday and Saturday

What were people hashtagging?

The hashtags #givelife, #savelives and #savealife, again, seem to correlate with the results of our recent blood donation survey.

  • 67% of people said they had previously given blood to help others in need and save lives.

Other additional hashtags such as #BloodDonorDay also garnered a strong response and were used by people in a fun, informal way.

Who tweeted most?

The predominately female response could indicate that the ‘Safe Blood for Saving Mothers’ focus of World Blood Donor Day has resonated with its target audience.

However, the significant male response indicates that, despite women being naturally more vocal about health issues than men, a more general awareness is still there.

Even though World Blood Donor Day 2014 has ended, it doesn’t mean you can’t still register to give blood and raise awareness using the power of social media.

Why not share this page with your loved ones, donate a life-saving pint of blood and talk about your experience using the hashtag #gaveblood?