Spilled Milk is a documentary with an objective to tell a story of friendship and to bring awareness to a disease called sickle cell anemia. The documentary is having issues penetrating the social media sector and obtaining a high numbers of followers. This social media audit will first compare Spilled Milk to other similar organizations, then it will analyze its target audience and publics, next it will analyze the organizations content strategy, and lastly it will analyze their influencers.

    Citizenfour is a documentary that IMDb (2015) considers the second most popular documentary of 2014. Citizenfour is the story of Edward Snowden handing over classified documents that he feels the public should be aware about. Citizenfour is effective on social media because the documentary has 15.2 k followers on Twitter and 33k likes on Facebook (Twitter [@citizenfour]; Facebook [Citizenfour]). What Spilled Milk can learn from Citzenfour’s social media pages is the overall theme that Citizenfour has to their pages. One can easily transition from their official webpage, Twitter, and Facebook and note the seamless color theming. Citizenfour has branded themselves through color. In addition to this, Spilled Milk can use Citizenfour as a guide for a social media plan, a plan in which Spilled Milk will make relevant posts every few days regarding their documentary.

    Dior and I is a documentary that IMBd (2015) has rated the fourth most popular documentary of 2014. This documentary gives viewers a behind-the-scenes look at the creation process of Raf Simons’ fashion collection (Dogwoof Ltd, 2015). This documentary has successfully penetrated the social media, specifically Facebook. Dior and I  has 29k likes on Facebook, 12,06 Instagram followers, and 992 Twitter followers (Facebook [Dior and I]; Instagram [@diorandimovie]; Twitter [@DiorandIMovie]). Dior and I’s Facebook page is particularly impressive, this is due to the documentary linking other fashion icons in their posts. These tags receive more likes than others. In addition to this, the Facebook page is continuously reminding its followers of new awards and recognition that the documentary is receiving and where the viewers can see the documentary. Dior and I’s Instagram page has a decent following. What can be learned from this is that the documentary is creating their own memes, per-say, of quotes from the film as well as positive critic quotes. This is a simple task that Spilled Milk could incorporate in their own social media. Dior and I’s Twitter presence is lacking in comparison to their other social media mediums, but regardless, Spilled Milk can learn to repost positive Tweets from fans, as Dior and I does. As well, they can also learn to follow similar organizations to their own. For example, Dior and I’s list of followers and following is almost the same. Dior and I is following major fashion icons and in return are getting follow backs.

    As far as audience and publics is concerned, Spilled Milk is trying to reaching a younger audience. Based on their Twitter and Instagram followers, Spilled Milk is followed by mostly people afflicted with sickle cell anemia or by a 20 somethings audience (Twitter [@spilledmilkdoc]; Instagram [@spilledmilkdoc]). Based on the documentary’s Facebook page, this page is reaching a wider range of audience, however, without access to the pages full “likes” section, a full analysis of this cannot be performed at this time.

    Based on a content strategy analysis, Spilled Milk has many unfocused key messages and themed categories that don’t totally reflect their mission on all of their social media platforms. Here is a list of key topics are phrases routinely used on their social media platforms:
    -Sickle cell experience
    -Fundraising
    -Travel
    -Publicity

    Based off of this list, only the sickle cell experience relates back to Spilled Milk’s main goal of telling a story of friendship and brining awareness. The other main themes that have been included did not seem to reflect the documentary’s main goals.

    Based on a platform analysis, none of the platforms Spilled Milk uses are being used effectively or frequently. The Facebook seems to be updated every few days, the Twitter less, and the Instagram seems to be forgotten. None of the platforms are being used to their full potential.

    One main influencer in the sickle cell community is Sickle Cell  Warriors Inc. It is unclear if the documentary Spilled Milk has reached out to this organization. Sickle Cell Warriors Inc. has 14k likes on Facebook (Facebook [Sickle Cell Warriors Inc.]). This makes them a great target for Spilled Milk to partner with. Both organizations can promote each other, giving both pages more likes.

    Thegrio.com has a huge Twitter following of 53.7k (Twitter [@theGrio]). This organization is devoted to perspectives that affect African-Americans. Since sickle cell anemia is a primarily African-American disease, reaching out to this key influencer in the African-American community is an ideal way to get many followers. A retweet from this organization, at a minimum, would be extremely helpful to Spilled Milk.

    The most significant issue Spilled Milk’s social media pages have is a lack of following and a lack of focused objective. Spilled Milk needs to make a social media plan that is focused on their objectives and that has an overall sense of theming. In addition to this, Spilled Milk needs to focus more on connecting its social media platforms with big names in the medical and African-American community. These changes will surely prevail in obtaining more of a following.





References
CITIZENFOUR. (n.d.). About. Retrieved on 22 April, 2015. Retrieved from https://citizenfourfilm.com/about
Dogwoof Ltd. (2015). About Dior and I. Retrieved on 22 April, 2015. Retrieved from http://www.diorandimovie.com/about/
Facebook [Citizenfour]. (n.d.). Retrieved on 22 April, 2015. Retrieved from https://www.facebook.com/citizenfour
Facebook [Dior and I]. (n.d.). Retrieved on 22 April, 2015. Retrieved form https://www.facebook.com/diorandimovie
Facebook [Sickle Cell Warriors Inc.]. (n.d.). Retrieved on 22 April, 2015. https://www.facebook.com/SickleCellWarriors?fref=ts&

     ref=br_tf
IMBd. (2015). Most popular documentaries released in 2014. Retrieved on 22 April, 2015. Retrieved from http://www.imdb.com

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Instagram [@diorandimovie]. (n.d.). Retrieved on 22 April, 2015. Retrieved form https://instagram.com/diorandimovie/
Instagram [@spilledmilk]. (n.d.). Retrieved on 22 April, 2015. Retrieved form https://instagram.com/spilledmilkdoc/
Twitter [@citizenfour]. (n.d.). Retrieved on 22 April, 2015. Retrieved from https://twitter.com/citizenfour
Twitter [@DiorandIMovie]. Retrieved on 22 April, 2015. Retrieved from https://twitter.com/DiorandIMovie
Twitter [@spilledmilkdoc]. (n.d.). Retrieved on 22 April, 2015. Retrieved from https://twitter.com/spilledmilkdoc
Twitter [@theGrio]. (n.d.). Retrieved on 22 April, 2015. Retrieved from https://twitter.com/theGrio