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I am not a Tea Lover, you can spot Tea Lover right behind me. @imohammedmq with @ayadh_sukri @ibshar_akrami and 7 Others Captured by @umerruk #vijayawada = #chailifeline #chai #chailover #chailovers #chailovers☕️ #tea #tealovers #tealover #teatime #tealover☕️ #chailife #mq #mohammedmq (at Chai Biscuits) https://www.instagram.com/p/CRbhTW4jWaZ/?utm_medium=tumblr
Part A: Final Version
Part A: Person B
Module 5 - Person A
Skeletal Draft
Title: Social Media Audit: Chai Life Line
Presented by: James Edwardson, Stephanie Erdman, and Yash Khajuria
Synopsis: This report will investigate the tools Chai Life Line Uses to promote their brand and communicate to stakeholders.
Introduction Topic: Chai Lifeline is the organization we chose to analyze.
Background Information: This organization is devoted to helping families who support a child with a deadly disease. Chai Lifeline relies on volunteers to do the bulk of their work. Their goal is to “restore the light of childhood to children whose innocence ended when life-threatening or lifelong illness was diagnosed”.
Thesis & Purpose: The purpose of our report is to figure out the main goal of the organization’s social media presence, assess its current situation, and recommend how to strengthen that message.
Audience:
Observations Strengths: A main strength of Chai Life Line is that wherever they focus their efforts, they make a huge impact. They put a tremendous amount of effort into some of their social media campaigns and it has yielded positive results in the form of generous donations. We think that their social media platforms are stronger than their website. They are kept up to date with the exception on LinkedIn. We think that if anyone were to stumble on any of these pages, they would be able to understand what the organization does and feel connected in someway with their meaningful posts.
It is clear Chai Lifeline puts thorough effort and thought into their posts which follow a chronological order. What we find most appealing is their organization, everything is well thought out well and purposeful. Their posts are consistent, which is important so that followers/viewers can begin to build a brand reputation with their social media presence.
The information that is presented on the website is relevant and important. The use of subheadings and bullet points are well laid out and in order to relay information to the audience to help them focus on main points. As well, there are amazing videos and pictures on the website which really brings the Chai Life Line to life for the audience. These touching videos and pictures target the audience’s emotions, which could encourage individuals to donate. There are also buttons on the website which link directly to each network site (Twitter, Facebook, Instagram) which makes it easy for the audience to connect to these sites. Here are several strengths we noticed while looking at their platforms.
Facebook: Very captivating cover video
Twitter: Frequent meaningful posts, keeps followers up to date
Instagram: Clean, high quality images that are consistent
Pintrest: Organized
LinkedIn Informative articles
Website: Informative
Great use of videos and pictures, appeals to audience’s pathos
Large presence on social media platforms: consistent posting
Weaknesses: On the contrary, there are several items in which we feel could improve or be eliminated. We were surprised that they had all 5 social media platforms. It takes a full dedicated social media team to be able to execute all of them well. For example, their Instagram page uses a different logo then their twitter page which shows inconsistency and can cause confusion for viewers. We noticed that their LinkedIn had not been updated in three months where other platforms were being updated almost every other day. This lack of effort makes sense because the other platforms cast a wider net and have more reach. LinkedIn is a little off-brand to us and having a Pintrest for a non-profit does seem a bit odd. However, they seem to make it work and have gained a following.
The website at first glance does have a harsh colour scheme. Their logo is green, yet their website contains many bright orange and red colours which is a slightly off-brand. The colour scheme is disjointed. Orange, green, pink, black and white are used on the website which lacks flow and rhythm. It may distract the reader. The home page is packed with information and isn’t organized in the easiest way to follow. This may make it challenging and confusing for readers to take in so much information and process what is important and what is not. There are also some issues with alignment of paragraphs. In summary, we believe they should focus their efforts on leaning out the website and organizing it in a more impactful way. They have amazing organizational skills and a lot of potential to make an outstanding website. However, having so many social media platforms is a weakness for them because it is difficult to keep everything fresh, current, and up to date.
In conclusion, the organization has LinkedIn and Pinterest pages, however, they are not up to date and do not align well with their organizations purpose. It may be beneficial for them to consider eliminating these pages to focus on the other 3 social media platforms (Instagram, twitter, and Facebook) to have them operating at the highest level possible.
Here are a few weaknesses we gathered by looking at their platforms:
Facebook: No weakness, very strong
Twitter: Limited wording in posts – mostly photos
Instagram: There is an influx of hashtags which makes captions awkward to read
Pinterest: Not up to date
LinkedIn: Again, not up to date and only has 22 followers
Website: Unorganized and design needs work in terms of making effective use of negative space
Different logos on social media platforms
Pages are cluttered and word heavy
Colour scheme is disjointed: orange, green, black and white
LinkedIn and Pinterest do not align with their organization
Literature Review and Main Points Positive Themes
1. Engagement – from the identified strengths, consistency is viewed as one of the overarching themes that provided their social media presence legitimacy. On their Facebook, Twitter and Instagram pages, Chai Lifeline posts on a regular basis that provides their followers a sense of connection and expectation. There is a “sweet spot” of the number of posts, too many and followers become annoyed, and too little loses followers attention. According to RevLocal, organizations with over 10,000 followers benefitted from posting every day. Organizations with under 10,000 followers did not benefit from posting every day. However, brands that only posted a handful of times saw their engagement double – it’s about quality not quantity.
https://www.revlocal.com/blog/social-media-marketing/how-often-should-your-business-post-on-social-media
2. Informative Content – On every platform, Chai Lifeline delivers meaningful and actionable content to its followers. The right content can translate into a donation from a first-time website visitor. https://www.intechnic.com/blog/why-content-is-the-most-important-thing-on-your-website/
3. Visuals – What draws more clicks to any social media page is having the right images and infographics. Graphics can summarize a paragraphs worth of content without boring readers. This allows people to pick and choose what information they want to read. Here is an example of how Chai Lifeline incorporates visuals into their posts.
https://www.business2community.com/social-media/importance-using-visual-content-social-media-marketing-01980627
Improvement Areas Themes
1. Quality over Quantity – This theme will speak to how organizations tend to have certain social media platforms just for the sake of having them. In regards to Chai Lifeline, we see this happening with their LinkedIn and Pinterest pages. In their scenario, it is actually hurting them because if someone were to venture on these pages, they would see that they are not up to date, and this reflects poorly on the credibility of the organization on a whole. https://www.smartbugmedia.com/blog/why-quality-over-quantity-is-key-in-social-media
2. Color Scheme and Profile Identity- This theme will speak to how having consistency in regards to your brand is important. Chai Lifeline currently has different profile pictures and color schemes across all platforms. The reason this is important is because you need your followers to gain association with the colors and fonts that are associated with your brand. Having a strong aesthetic shows that you care about details which adds to the legitimacy of the organization. https://socialnomics.net/2018/10/27/the-role-of-color-theory-in-digital-marketing-and-social-media/
Here is a prime example: Coco-Cola uses the same profile picture for each of the three social media platforms. It uses a similar color palette and structures their posts to align with each platform. Lots of red and whites to keep it simple yet on brand. They stick to a similar collage pattern using different images on their cover pages. They use different pictures so the format is consistent but not dull. https://blog.hubspot.com/blog/tabid/6307/bid/34231/8-businesses-that-nail-social-media-brand-consistency.aspx
Google +
3. Organization – This theme pertains to their website. The organization of a website is arguably more important that the content. If a user cannot follow along easily then they won’t work hard to figure out what the content is trying to tell them. It needs to be laid out in a logical order. https://diymarketers.com/the-importance-of-good-website-design-why-it-matters-and-how-to-pull-it-off/
Methodology User Experience: To do our research we wanted to see how people reacted the user experience of the different platforms. We chose 3 people do review each of the platforms; i.e. Website, Facebook, Instagram, Twitter, Pinterest, and LinkedIn and asked them questions on their initial opinions. We asked basic questions that go along with the themes we found as strengths and also themes we thought were weaknesses to confirm our beliefs before diving further into the research and why people were having these reactions. Here are the questions we asked:
Positive Themes
Consistency – Rank the consistency of posting on each platform (Very consistent – 5 to Not consistent 0)?
Content – Rank how much you learned about the organization on each website (Very informative – 5 to Not informative 0)
Visuals – What did you like about the visual aspects of each platform?
Improvement Themes
Quality Over Quantity – Of the 6 platforms, which would you eliminate and why?
Color Scheme – Comment on the color scheme for each platform
Organization – Comment on the organization of each platform
The participants anonymously answered the questionnaire and we compared the results to our hypothesis.
Once the preliminary information was gathered, it was evident that there was reasoning behind.
Outside Research:
Results What we found:
Discussion Relevance of our results, how it fits with other research online
Conclusion Summary of results
Recommendations 1. Eliminate LinkedIn and Pintrest to focus on the Website, Facebook, Twitter and Instagram - This will allow their volunteers to have more time to focus on the platforms that matter. The most important platform to fix is the website. The organization and user experience need to be improved. It needs to be easier to follow and more aesthetically pleasing.
2.
3.
References
All references used in the report
Appendices
Any additional material
I've teamed up with @chai_lifeline and #IsupportamomwithChaiLifline because I've personally met some of the amazing moms who give up their own needs to take care of their families 24/7 through illness and exhaustion. They are living angels, and I only hope this will be the last #MothersDay anyone needs #ChaiLifeline! Happy Mother's Day to my own mom who lives in Israel and whom I get to see way too little, and my daughter @sarielle_inspired, one of the most incredible moms out there who has given me my two beautiful grandchildren...and to all of you beautiful moms out there too! Shabbat shalom u'mevorach!!
In the beginning of the week, we helped change a life. #chailifeline #designlabmiami #changinglives #growth #support #fashion #love @designlabmia (at DesignLab Miami)
Today I had the privilege of watching my sister take over 1,400 steps over the finish line. It was literally the best moment of my life and I couldn't be more proud. 💪💙💛 #1000steps #andcounting #miamimarathon #teamlifeline #chailifeline #teamperi
