Tag Archives: social media marketing

  • 7 November 2014



The Chain Collaborative


Coffee is a staple in the daily routine of millions of people. It’s delicious, flavorful, and energizing. But how does it get into our cup? The process coffee goes through in order to reach our bellies is one worth taking interest in. A lot of help is needed to make sure our coffee gets to us in the most humane, sustainable way possible. But where do we go to lend a helping hand? Introducing: The Chain Collaborative.





The Chain Collaborative was founded in 2014 by Nora Burkey, whose passionate interest in sustainable development led to a passion for the coffee industry. The interest was sparked when Burkey began work as a coffee shop barista. A greater opportunity arose when she met one of the original three founders of Coffee Kids, an organization geared towards supporting the communities of coffee farmers in Latin America. Burkey ended up joining a project in Nicaragua, with the intent of using the experience to aid the development of her master’s thesis, aside from gaining hands-on experience in a chain of the coffee industry. However, the trip gave her more than just that; it helped to inspire the creation of The Chain Collaborative. Burkey saw that there are people who want to get involved in working with sustainable coffee development. However, many either don’t know where to start or don’t have the right expertise to carry out their intentions. That’s where The Chain Collaborative comes in.

“We wanted to draw attention to the fact that there are so many important players in the supply chain of coffee, but often we only focus development efforts on relatively few parts of the supply chain” says Burkey, about the naming of The Chain Collaborative. “So we wanted to be a resource to people at every level of the supply chain and not favor one part of another, since all levels are really important.” They are the experts who establish and develop connections between different parties in the coffee community. This can range from connecting consumers to nonprofits that specialize in coffee sustainability, to connecting coffee farmers with businesses or importers that are looking to collaborate. Gaining momentum in February 2014 and kicking off in July, The Chain Collaborative has had no trouble finding organizations to team up with. Along with co-founders Mike Morgenstern and Tina Kim, Burkey has focused on linking various companies and businesses with coffee farmers from various regions.


coffee cherry.jpg

Coffee cherry

Why are so many people interested? When speaking with WebServes, Burkey brought up a fact that many of us know but don’t think about: coffee is everywhere. “Coffee is the second most traded commodity, after oil,” she stated. “It’s greatly consumed, and a lot of people have a passion for it.” That passion expands beyond the morning cup of fuel into the desire to contribute to its cultivation in a positive way. With an international consumer demand for coffee, there are repercussions in the form of labor, environmental, and economic security issues. Thankfully, since coffee is so popular, there are also a lot of platforms that address these issues. Consumers want to help, and The Chain Collaborative is a resource to help businesses and nonprofits reach out and engage with them.


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Coffee Camps Kids

The Chain Collaborative works with other nonprofits and cooperatives in order to help create, facilitate, and develop projects that accommodate the ever evolving needs in the coffee community. Here are a few of their current programs.

 The Coffee Residency

coffee retail bags

Collaboration with Irving Farm

Coffee shops sign on to three-month long “residencies” with TCC that get cafes and consumers involved in active awareness of sustainable coffee cultivation. Coffee shops “in residence” promote certain products where buyers can donate a dollar of the sale to a project of their choice, or the shop itself can fundraise in a different manner of their choosing. This networks together the shops who participate and brings about more awareness of resources available to those who want to get involved. All funds raised are used for the projects promoted.

Planting Hope

art class 1

Kids in art class during Coffee Camps

TCC’s main operations are focused in Nicaragua at the moment, where Burkey arrived at the end of October. A large part of The Chain Collaborative’s objectives is to collaborate with other organizations and nonprofits to help boost these other programs and develop them further. Following the harvest season from November to January, The Chain Collaborative will be working with Planting Hope , a nonprofit that focuses on promoting interaction between Nicaraguan and U.S. communities. They are running a project called Coffee Camps, where education, health screenings, and meals are provided for the children who accompany their parents, who work in the coffee farms. The Chain Collaborative’s plans are to revamp the food system for the children, write a Coffee Camps manual in English and Spanish for other communities to follow, and better connect Planting Hope with  both cooperatives and businesses in the coffee industry.  So instead of just giving out meals, the idea is to cultivate organic gardens and teach agricultural methods that can be sustained all year round. This will provide a constant food source for the migrant workers and their children. One of the businesses The Chain Collaborative is assisting Planting Hope in strengthening a relationship with, is Green Mountain, a coffee company that is taking initiative to collaborate with Planting Hope.

 Nyamigoye Coffee Farmers Group


Farmer in Uganda

Further down the line, TCC will be working in concert with coffee farmers in Uganda, who are looking to organize together in order to sustain a practice of better coffee production, and to better connect with potential buyers. By doing so, they will be able to more effectively organize care of their collective crops, and care of the workers themselves, coordinating to gain health care, insurance, and loans. By working with The Chain Collaborative, a goal will be met to eliminate the middleman in their selling process and thus gain more control over the sales process of their harvest. The Chain Collaborative will also take charge in creating programs that will give them access to benefits they need, and will aid the process of connecting these farmers directly to a US importer.




The number one information resource is the Internet. An organization’s web presence and its visibility  in various social media platforms is crucial. For The Chain Collaborative, being a young organization means that the need to cultivate a credible, professional face is key. It’s important to maintain constant social outreach, whether it is through Twitter updates or Facebook events. That, connected with a navigable, informative website, creates a legitimate presence. The Chain Collaborative has such a specific and detailed mission, and so their website is being geared to easily lead the curious and the interested to accurate and informed perceptions. This speeds up the process of collaboration and increases opportunities for working together with other parties who wish to get involved. WebServes is currently working with The Chain Collaborative to help polish that effective public element. We are glad to know that TCC is finding our services welcoming and encouraging, and that our organizational expertise in the nonprofit sector through the efforts of our WS Tech Agents, especially James Bradley, Anna Karingal, and Maya Leggat, has helped to guide The Chain Collaborative’s objectives. We will focus together on fleshing out thechaincollaborative.org with the information and the impact it needs to interact and connect well with visitors. We are also improving the aesthetic appeal of the site in order to highlight and emphasize all pertinent information. After its launch, we aim to have created the professional face TCC is looking for and for which they can easily take over ongoing updates and management.


- Maya


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All Star Code Alexander Robertson School Staten Island Children's Museum December 2011 Newsletter

  • 30 October 2012
Tips for Effective Social Media Marketing

Tips for Effective Social Media Marketing

"Social Media Marketing refers to the process of gaining website traffic or attention through social media sites". (Mashable)

Social Media Marketing

In our previous blog posts, we have talked about some forms of Social Media Marketing (SMM) and their importance. In this article, we’re highlighting some tips for SMM that we at WebServes use in our SMM and believe that they can be very effective if followed. 1. 3Cs Our 3Cs acronym of Context, Content and Clarity helps to identify relevant messages when deciding on what to post on social media platforms: a) Context. Who is your audience and how will your information be of interest to them? b) Content. Have a good mix of facts and stories to make your content attractive. c) Clarity. People have a short span of attention thanks to the vast amount of information being sent their way.Deliver a clear and captivating message to make people want to read it and get the most out of it in the least amount of time

2. Variety

Vary your content using different forms of media such as text, images and videos. It makes it easier on the eyes of your followers and also gives a touch of pleasant surprise to your social media engagement. Have your followers wondering what medium your next post will take instead of using the easily predictable all-text format!

3. Performance Analysis and Action

Since we invest so much time in creating and researching content, it makes sense to devote time to analyze the results of the content we’re posting. Analytics software such as Google Analytics is a great tool for studying what works, what doesn't and how to optimize your social media engagement to make sure you get the most out of your efforts. Analysis should be followed by action. It is not enough to take note of what is not working if we do not make an effort to fix it.

4. Frequency of posts

Do not use your social media platforms to post messages once a month or when you have a big event that you want to advertise. Frequent content sharing will help to build the number of followers and maintain interest in your organization. Infrequent posts are as good as not having any SMM at all.

5. Conversational approach

SMM is all about engagement and building relationships. Therefore, it is necessary to interact with your followers and get the conversation going. Respond to comments on your posts even if it is just a Thank You!

6. Giving credit where it is due

It is not easy to come up with new content all the time and it is not a crime to share someone else’s work if the proper credit is given where it is due.

7. Talking about your organization

What’s new, fun and exciting in what you’re doing?

8. Making use of technology

Use social listening tools and dashboards (e.g. Hootsuite) to monitor, manage and schedule your posts easily. At WebServes, we utilize Hootsuite as our primary dashboard. Hootsuite streamilnes our social media activity by coordinating and monitoring our Facebook and Twitter posts using one dashboard. This has saved us the time we spend in logging into each social media platform separately and creating content ideal for each platform. Now, it’s just log into one and done!

9. Differentiating SMM from traditional marketing.

Don’t treat social media marketing as a traditional form of marketing wherein the main purpose is to advertise products and services. In social media marketing, the main purpose is to share information, engage with people and create a brand that they can identify and relate to.

10. Balancing your social media activity.

Don’t bombard followers with posts to the extent that you push them away. Have a schedule that works for your organization e.g. 1 post a day each for Facebook and Twitter and a blog once a week so that while you are ensuring the frequency of your posts, you are not spamming your followers’ inboxes. This is not an exhaustive list of tips but it is one that has helped us to see positive results in our SMM. Do you have any tips to add onto this list? Share them with us in the ‘Leave a Reply’ section below! ~Ramya