This is a digital communications audit report on Eastwood Community League, a not-for-profit organization in Edmonton, Alberta, Canada. This report uses internal analytics as well as external analytics tools to extract information on the organization. The audit report includes Introduction of the organization, Current Online Reach, Brand Messaging Across Channels, Examples of social media content posted by the organization, Purpose of using social media channels by the organization, audience of these channels, content analysis, engagement of audience on posts on their social media platforms, an analysis of their current website, website crawl, competitive analysis, an example of their reputation management, public relations/ media coverage of their community meetings and events, website improvement recommendation as well as suggestions on how they can improve their current usage of social media platforms.

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Digital Communications Audit
Eastwood Community League (https://www.eastwoodcommunity.org/) is a not-for-profit
neighbourhood association in Edmonton. It aims to bring neighbours together and make
neighbourhoods safer to live in. However, according to statistics released by Alberta Health in
2021, the Eastwood locality has the highest opioid overdose death cases in Edmonton. The
purpose of this digital communications audit report is to provide information about perceptions,
the effectiveness of current communication, and engagement, and to improve outcomes and
results of those efforts.
Current Online Reach and Growth
Eastwood Community League has a presence on the following social channels:
Channel URL #Followers
Facebook https://www.facebook.com/EastwoodCL/ 668
Instagram https://www.instagram.com/eastwood_cl_/?hl=en 236
Twitter https://mobile.twitter.com/eastwoodcl 120
Total Reach 1024
Instagram, being the most influential social media platform has captured the attention of
Eastwood community residents. According to the analytics platform Inflact, the Eastwood
Community League has a good online reach of 236 followers on Instagram.

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Along with Instagram, Eastwood Community League has also used Twitter for promoting its
events and activities to the community residents as well as the Edmontonian. According to the
Social Bearing analytical platform, the association has an online reach of 125 people.
Brand Messaging Across Channels
Eastwood Community League has a social presence on Facebook, Instagram, and Twitter. In
addition to these social media platforms, the community also has its own website. Out of these
social media platforms, the contents are regularly updated on Facebook. They have currently
reduced activities on Instagram and Twitter. On looking at the old posts, one can find some posts
had alike brand messages and content which gave a sense of similarity. However, they have used
different display icons for their different social media platforms. They should also increase their
updates on Instagram and Twitter. Eastwood Community League should try to maintain a
consistent familiarity across all the channels for a better experience.
Eastwood
Community
League
Facebook Instagram Twitter
Website

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Social Media Content
The social media content posted by Eastwood Community League usually talks about the
activities and events going on in the community. These posts:
a) Makes the local residents aware of the upcoming events such as networking
b) Encourages people to volunteer/participate in the events
c) Brings out the concerns of residents
d) Informs the residents about their rights
Purpose of the Channels
Eastwood Community League website has all the information regarding Community, programs
and events, membership as well as rentals information. The website gives an overview of what to
expect in the locality. It talks about the role of the association in managing the neighbourhood,
the history of the league, goals and objectives, the names of the board members, contact
information, rental services, as well as the role of volunteers in guiding the events and programs.
In addition to these, Eastwood Community League has a Facebook page, an Instagram and a
Twitter account. The main purpose of these social media platforms is to promote the upcoming

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programs and events in the neighbourhood. It often posts about the volunteering opportunities as
well as pictures from the events and activities for promoting the community culture.
Audience of the Channels
Audiences Website FB/Insta/Twitter Internal External
Board members   
Volunteers   
Members   
Edmontonian  
Rental
customers
 
Alberta
Government
 
Content Analysis
The website shows overall information on how Eastwood Community league functions, the
rental services it offers and the programs it offers. Along with these, the website has all the
information about the association including the names of board members and contact
information. The rental services are clearly explained only on their website.

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Facebook is their most widely used social platform which also contains names of the board
members and contact information. In addition to these, Eastwood Community League posts
promotional pictures of the upcoming events or the pictures of post events on Facebook and
Instagram. Eastwood Community uses Twitter as a platform to engage with its internal as well as
external audiences. It uses the Twitter platform to reply to its internal audiences as well as to
convey its concerns to its external audiences such as Edmonton city or the Alberta Government.
Engagement
Facebook
Since Facebook is the most engaged channel, the association regularly posts pictures on the
platform about the events to encourage community culture and bonding. The latest picture as
shown below was posted last week on July 30, 2022. Such posts get the most engagement.

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Instagram
Eastwood Community League has not recently been active on Instagram. However, on analysis
of its previous posts by Inflact, the following results have been seen.
Twitter
Similarly, Eastwood Community League has been less active on Twitter. On analysis of previous
tweets by social Bearing, even though their tweets rate was 21% but their response rate was only
4.3%.

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Website Design
Eastwood Community League has a very basic-looking website with fewer pictures and heavier
texts with a word count of 1034. According to the website report generated by WebiMax, some
of the images on the page are missing Alt attributes. These attributes are a simple way to signal
Search Engines what an image is about and help them rank in image search results. Since the
website page has a good level of textual content, it will be easier for the user to understand the
contents. However, the website is missing Google Analytics, a tool to identify and measure
trends and patterns of how visitors engage with their website.

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Website Crawl
According to WebiMax, the website of Eastwood Community League has some level of
On-Page Search Engine Optimization but can be improved further. On-Page SEO ensures
that Search Engines can understand the content and displays the website during google
search by picking up the keywords. Eastwood Community League has an optimum length
of Title Tag and an easy-to-read URL link. The overall page speed is good but can be
improved better.
The website has the following technical problems:
a) It has not distributed keywords well across the headings.
b) It is also missing a Meta description tag which is important for search engines to
understand the contents of the page.
c) It has a weak level of backlink activity. Search engines use backlinks as a strong
indicator of a page’s authority.
d) Unlike desktop, the website is scoring poorly on their Mobile PageSpeed Insights
evaluation.
e) Email addresses have been found in plain text exposing it to email scammers. They
should be replaced with images or contact forms to increase privacy.
f) The page’s file size is large which should ideally be under 5MB and hence can reduce
load speed and impact user experience.
Competitive Analysis
Lake Summerside (https://www.lakesummerside.ca) is considered one of the best locations in
Edmonton to live. Their website has a good look, well-organized content, and google analytics
for tracking website traffic. It also has strong technology software installed for better
functioning.

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In addition to this, the website of Lake Summerside is well linked to its social media
accounts such as Facebook, Instagram and Twitter. The analysis by WebiMax shows
that they are extremely active on Twitter.

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Reputation Management
Eastwood locality is considered one of the most unsafe communities to live. It is due
to the increased number of opioid overdose death cases. To deal with this, Eastwood
Community League organizes events where residents of Eastwood are taught about
the harmful effects of drugs. The information about these events are posted on their
social media platforms such as Facebook and Instagram to encourage participation
and promotion of the event.
Even though the locality has a bad reputation due to the highest opioid drug overdose
deaths, the Eastwood community league constantly puts an effort into fighting it. The
score of 4.5 out of 5 in google reviews given by the Eastwood residents is proof of the
hard work and effort done by the community members to revive its reputation.

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PR/Media Coverage
Every month the Eastwood Community League organizes coffee meetings for its
residents with Edmonton Police and Edmonton Fire Rescue. The posts of these events
are regularly updated on their Facebook page for promotions and to inform the
residents about these meetings. The residents are encouraged to reach out and talk
about any of their concerns instead of isolating themselves at home in fear. The
community members understand the importance of communication between the
residents and the police to establish a relationship of trust.

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Rat Creek Press, a local community newspaper and digital communication space,
covered this event. It talks about how such events can empower the residents, educate
them on crime prevention and how to be safe. Such meetings have established a
symbiotic relationship between police and residents to keep the community safe. Such
positive public relations coverage can really boost the reputation of the Eastwood
Community League.

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Recommendations and Strategy
The monthly meetings organized by Eastwood Community League for its residents
with Edmonton Police and Edmonton Fire Rescue are amazing ways to build up the
community’s trust and engagement. Its regular posts on Facebook regarding the
appreciation of the volunteers and information about the events are again great
strategies to develop the community’s culture. However, the Eastwood Community
still requires improving its digital strategy.
Website Improvement Plan
1. The website should look more organized, neat and less text-heavy.
2. The page content should be focused on the particular keywords so that they come
up with an organic search strategy.
3. The website should have a meta description page so that search engines can
understand the contents of the page.
4. The overall performance and privacy should be increased.
5. The website should be well linked with all its social media platforms.
Social Media Improvement Plan
1. The Eastwood Community's social media handlers should be active on all its
platforms. They should bring back their focus to Instagram and Twitter.
2. They should regularly post about the upcoming events and programs on all their
platforms to increase the engagement of the people. They should post every once
in two days on Facebook and Instagram and send 4-6 tweets a day.
3. They should actively use hashtags to promote their events to increase the number
of reach on Twitter and Instagram.
4. In addition to pictures, they should also create videos and be creative in content
creation. They can also use Tiktok for this.
5. They should tag the volunteers, guests, and residents on their posts to increase
their visibility of posts and raise their brand voice.
6. They should be active in replying to people’s tweets, messages, and posts.

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References:
Colwell, M. (2022, May 31). Coffee with Cops hits the road. Rat Creek Press.
https://ratcreek.org/coffee-with-cops-hits-the-road/
Free Website Analysis Tool by WebiMax. (n.d.). Retrieved October 29, 2022,
from https://www.webimax.com/free-website-analysis
Home. (n.d.). Eastwood-community. Retrieved October 29, 2022,
from https://www.eastwoodcommunity.org
Instagram Profile Analyzer - Best Instagram Analytics Tool. (n.d.). Retrieved October 29, 2022,
from https://inflact.com/tools/profile-analyzer/
Rusnell, C. (2022, July 6). The Opioid Toll, by Neighbourhood, that Alberta Tried to Hide. The
Tyee. https://thetyee.ca/News/2022/07/06/Alberta-Opioid-Toll-By-Neighbourhood/
Twitter Analytics. (n.d.). Retrieved October 29, 2022, from https://analytics.twitter.com/about