Social Business Sindbad – Research on Creating a Social Media concept

THE CHALLENGE
Sindbad Innsbruck, a mentoring service for youth who face challenges transitioning from school to employment, was founded as a branch association last year during the COVID19 pandemic. A key challenge for Luzia Hawthorne's team was to raise awareness of Sindbad Innsbruck in the new area. However, they lacked information about their target groups in order to address them specifically via social media.

OUTCOMES
It was hardly possible to determine the target group due to the low response rate to the online survey, but it was possible to identify the most frequently used platforms among young people, such as Instagram, YouTube and Snapchat, and to draw conclusions for a renewed implementation or to determine fields of action. Accordingly, incentives and personal contacts are needed to encourage young people aged 12-17 to participate in an (online) survey. The research team also came to the conclusion that the first contact should not be made online, but e.g. via schools or parents.