Social Media Most of the social media graphics created are
Posts don’t show enough images of members, organization-related events, and chapter-related events. Posts lack a narrative and visual representation of the members and Chapter Presidents that are the lifeblood of the organization’s brand.
compliant with the Brand Guidelines regarding the use of color, fonts, and images.
Post frequency is at least 1 per day.
There aren’t enough stories about chapter members.
Posts that show portrait photos and a caption that highlight the success and story of African American professionals with a direct link to a news article get the most engagement. Posts that have captivating titles at the top with a photo underneath get the second most engagement. Posts that have a video get the third most engagement. Posts have hashtags that are specific to the content within the post.
The social media strategy seems to be off-brand with a lot of content focusing mostly on black celebrities. Several of the black celebrities highlighted (ie. Tina Turner, Whoopi Goldberg, Diahann Carrol, etc.) are entertainers, not business professionals. Though this garners more likes, comments, and shares, it’s not a proper representation of the organization’s brand message. This type of social media content may lead to followers who view your organization online as a black celebrity news outlet rather than a national black business organization. There’s no overall theme or consistent branded look and feel of the social media graphics. The social media graphics look like they were edited using predesigned templates from online. Posts lack an engagement approach or strategy. They lack the use of questions, polls, creative call-to-actions, or opportunities to spark conversation, debate, or dialogue.
NATIONAL BLACK MBA ASSOCIATION ® BRAND AUDIT & ASSESSMENT
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