Non-profit organizations in the United States are becoming more dependent on the use of social media accounts, to market to their mobile audiences, because they are free to use. With the constant advancements in technology, True Friends marketing department struggles to keep up with the lack of staff and necessary resources. The researchers chose to investigate how True Friends Organization could improve the quality of their mobile engagement through the analysis of their social media and

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... analytics accounts. Specifically, the researchers implemented action research to evaluate if the increased use of Instagram expands True Friends mobile audience. The researchers evaluated how technology helps to create unique cultures amongst mobile audiences, as well as why social media as a medium is so important. Participants of this study included True Friends mobile audiences on Google Analytics, Facebook, Twitter, Pinterest, and Instagram. Their mobile audience consists of participants from California, England, Illinois, Iowa, Minnesota, New York, and Wisconsin. The study meticulously focused on social media as a medium for True Friends to communicate with their mobile audience, and how each of their accounts helps to create a distinct culture.