Social Media Research and Analysis

The objective of this requirement is to gain information to help AAFC effectively reach and communicate with their target audiences via social media on priority issues, develop content that resonates and to provide easy access to authoritative and credible information. These findings will in turn help AAFC lead in the growth and development of a competitive, innovative and sustainable Canadian agriculture and agri-food sector.

To this end, the social listening exercise will help AAFC better understand current opinion, sentiment and overall conversation on specific mandate issues to inform AAFC social media strategies and approaches, on what topics interest AAFC target audiences, and how they use social media.

In addition, the analysis of the AAFC social media channels will provide a better understanding of AAFC’s social media space, measure channel performance with a focus on audience insights, content recommendation and best practices.