Helping the World's largest human rights charity adopt a data driven social strategy.


Amnesty International is a global movement of more than seven million people in over 150 countries and territories who campaign to end abuses of human rights.

The Nobel Peace Prize winning organisation is also the world's largest grassroots human rights organisation, protecting women, men and children wherever justice, freedom, truth and dignity are denied.

With such a huge audience, social media is core to its communication efforts and therefore has to be done properly, in a targeted fashion.

Amnesty International approached Coup requesting a robust social media audit across their global social channels.

Having heard about our brilliant social data analytics team they were keen to understand which part of their social media was most readily consumed, when, where and by whom.

Not a problem. We set to work performing a detailed content audit and social data analysis for Amnesty's Twitter and Facebook accounts, which span five countries!

Using our proprietary analytics software and manual insights expertise, we identified key trends in media consumption, completed a competitor analysis and fed our findings and recommendations back in a detailed, visual report.


 An example of a summarised conclusion report page for Facebook posts in Nigeria.

An example of a summarised conclusion report page for Facebook posts in Nigeria.

It was no mean feat with six channels and over two million users. We analysed over 100,000 tweets and Facebook posts going back over a two year period to deliver a comprehensive report with retrospective results and forward-looking recommendations.

Amnesty International then used the results and our recommendations to guide their global social media strategy, making it more effective, efficient and far more engaging.

"The social media report from Coup Media was so immensely beneficial to our team."  

Elizabeth Meckes, Head of Digital Engagement, Amnesty International.
Amnesty subsequently used the report to shape their ongoing global social strategy, and Coup were asked back for a second year to update the report, and assess the impact of the changes that we recommended.
We're now working on new and exciting social and mobile projects with Amnesty International, including their Facebook Messenger ChatBot, which we launched for them in the Summer of 2017.
Could a social content audit and recommendations report help your social strategy?

Or perhaps you’ve been thinking about dipping your toes into the world of ChatBots...

Either way, we’d love to hear from you! 

Get in touch

  • Find out more about Chabots on our website
  • Call us for a chat on 02920 104 959 or email us at
  • You can also Tweet us @CoupMedia and follow us on Facebook.