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Viet-CARE

Year

Type

Industry

Tools

2024

Social Media Audit

Non-profit Mental Health Organization

Instagram, Lightroom, Photoshop, monday.com, UNUM, & Meta Business Suite

Viet-CARE is a grassroots non-profit organization based in Orange County. Their mission is to reduce mental health disparities and enhance the quality of mental health care services for the Vietnamese and Asian American and Pacific Islander (AAPI) communities. As part of a social media marketing course at UC Irvine, I conducted a comprehensive audit of Viet-CARE's social media platforms.

Slides Cover for Viet-CARE social media audit
Dark green grainy tulip latte art.

Social Media Audit

Context

This project involved collaborating with a non-profit organization or small business in Orange County to conduct a social media audit. Grounded in class concepts and an interview with the organization's marketing team, the research was compiled into a presentation, highlighting Viet-CARE's social media performance and providing strategic recommendations.

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Areas of analysis included:

  • ​Performance Evaluation: Assessed strengths and weaknesses using key performance indicators (KPIs)

  • Competitive Analysis: Analyzed a competitors' social media KPIs and campaigns

  • Campaign Suggestion: Created a campaign that supports Viet-CARE's goals

  • Crisis Preparedness & Risk Analysis: Evaluated current crisis management plans and identified potential risks​​​

Dark green grainy heart latte art.
Viet-CARE has informative content but struggles with engagement due to inconsistent posting. The organization can post a variety of jab posts that uses other Instagram features to reach its goal of raising awareness of mental health wellness and resources for the young adult community.

Process

Phase 1: Research and Analysis

​The initial phase of the project involved interviewing Viet-CARE's marketing team to gain insights into their social media process, goals, campaigns, and competitors. In addition to qualitative data, I obtained quantitative data on their audience demographics and KPI metrics. Using this information, I developed a problem thesis and formulated actionable suggestions to improve Viet-CARE's Instagram performance. 

Phase 2: Presentation and Feedback​

In the second phase, I created a comprehensive slide deck to present my findings and recommendations. The presentation was followed by a Q&A session, where Viet-CARE's marketing team provided feedback and discussed implementation of the proposed strategies.

Dark green grainy heart latte art.
By reworking Viet-CARE’s informative content into Reels and developing a sense of community through in-real-life photo posts, the brand can target their desired young adult audience and increase consistent engagement.

Reflection

This hands-on project provided the opportunity to collaborate with and advise a real-life organization on enhancing its social media strategy. The experience unveiled auditing as a crucial aspect of social media marketing that I had not previously considered. To me, social media marketing brings content creation to mind, but this project highlighted how auditing has a significant impact on improving performance. By informing adjustments to campaigns, auditing helps refine audience targeting and overall strategy effectiveness.

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