Social Media Analysis: Hooters, Ben & Jerry’s, NASCAR

Hooters

Google+, Instagram, Facebook, Twitter

Do they take an IMC approach?

Of the three brands analyzed, I think that Hooters does the best job at using an integrated marketing approach. Their imagery is consistent across all platforms. Their messaging is clear, brand driven, synonymous with the corporate theme, and easy to follow. All channels are integrated well and drive traffic back to the corporate website. Hooters is highly involved with daily sporting events, contests, their partnership with Draft Kings, and updating their consumers of specials or restaurant events.

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Are they consistent in their messaging and imagery?

Hooters does an excellent job with following consistency with their theme, tone, and imaging. Currently they are promoting breast cancer awareness month, so there is pink highlighted on all of their pages. Their images are all consistent between channels, so it is easy to recognize that it is the official page of the corporate brand. With a controversial company, it is very important to verify what exactly is the corporate website to avoid imitation sites. The only page that differs is the Google + account, which features videos and limited photos. The Google + site seems to primarily promote their Youtube channel, but the images and videos are not consistent with the other sites.

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Is content up to date?

The content is up to date. Hooters updates their Instagram, Twitter, and Facebook on a daily bases. Posts are related to sports games, holidays, or current events. The Google + channel is the only channel that is not consistent in updates. The posts on the Google channel are not dated, therefore, it is difficult to deceiver when the content was created.

How do they drive users to the other social channels?

There is not a lot of effort to drive engagement from one social media channel to another. All of the channels contain the same messaging, so a consumer will gather the same experience no matter which channel they decide on viewing. They are highly successful in driving traffic back to the company website through corporate sponsorships such as Budweiser promotions, Draft King fantasy football, or ESPN fantasy football.

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Are hashtags used regularly?

Hooters utilizes hashtags on their Instagram and Twitter page, but not on their Facebook page. Even on the Twitter and Instagram page, the hashtags are not largely used and not included on every post.

Any other items of note?

Overall, I think that Hooters does a wonderful job with their social media channels. They are easy to follow and the content is consistent. It is extremely important for Hooters to maintain professionalism as a brand in order to combat stigmas. Hooters may actually benefit from posting more content that portrays Hooters Girls in their normal atmosphere rather than model related posts. This makes the brand appear more real. I think it makes the brand more approachable and in line with the “Hooters Makes You Happy” mission statement.

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Ben & Jerry’s

Google+, Instagram, Facebook, Twitter

Do they take an IMC approach?

They are on the cusp of a really successful integrated marketing campaign. They are most successful in driving users back to their main website. All of their sites offer a wide variety of user-engaged activity. This includes retweets, personal Ben & Jerry’s stories, or recipe submissions. They also frequently promote videos and articles that support their mission statement and company beliefs. Overall, they are successful in shaping their reputation and applying content onto all channels. However, they should be more successful in promoting contests and stories through all channels simultaneously. With the opportunity for consumers to create their own ice cream flavor, there is ample space to drive traffic. The key is keeping content consistent, otherwise consumers will get lost in clutter.

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Are they consistent in their messaging and imagery?

Ben & Jerry’s is successful in keeping their imagery consistent. All of their pages have a cream and white colored background, this is beneficial in allowing imagery (their ice cream) to stand out. They follow through with the standard image of the blue and white sky and the cow that is synonymous with their brand. However, there is not consistency between the actual images posted. Most messages do center around ice cream, but the same post is not featured on all social media channels.

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Is content up to date? 

The last Google + update was on October 9th and on average posts are updated once per week. Instagram is updated daily. The last Facebook update was October 2nd and is updated on average once per week. Twitter is updated once per day and often multiple times per day.

How do they drive users to the other social channels?

For the most part, Ben & Jerry’s seeks to drive traffic back to their primary website. The company utilizes contests and their viewpoints on current events to generate interest. They do not directly encourage viewers to visit their other channels, but they do promote tweets and posts that their fans submit to the company.

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Are hashtags used regularly?

They do not utilize hashtags well on their accounts. Twitter is the most successful with incorporating hashtags. Yet most of their posts only include one or two per tweet. Hashtags were not readily available on either the Facebook or Twitter page. Ben and Jerry’s could use hashtags to platform an individual’s favorite ice cream. It would be a tool that could build communities through the love of a certain ice cream flavors. Followers of #cherrygarcia or #halfbaked would likely reference these hashtags through their late night ice cream adventures.

Any other items of note?

Ben & Jerry’s is one of the few companies that voice their opinions on social issues. After a brief overview of their social media sites, it is clear that they are deeply concerned with issues involving politics, climate change, and fair trade ingredients. Although, I do not think it is always wise to be involved with political or social issues, they do a good job of promoting their opinions without being obtrusive or overwhelming.

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NASCAR

Google+, Instagram, Twitter, Facebook

Do they take an IMC approach?

Nascar makes a valiant attempt at using an integrated media approach to their content, but they fall short of being successful. There is a lot of content being driven in different directions. Most of it is geared towards the individual Nascar drivers’ accounts, the Nascar website, or Youtube channel. There is a severe lack of consistency with the content across all channels. Scattered messaging correlates to a messy social media platform. Therefore, it is difficult to follow and will most likely cause a loss of interest or understanding. Nascar should also take advantage of sweepstakes and promoting more events featuring giveaways with the drivers or race tickets. There are many opportunities that are missing from a successful IMC approach.

On a brighter note, Nascar does an excellent job with community involvement that generates awareness to a variety of foundations that the sport supports. Community involvement should be integrated through all social media channels. There are multiple examples of community involvement on the individual channels, but it would be beneficial to drive this message consistently through all sites.

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Are they consistent in their messaging and imagery?

The social media accounts associated with Nascar are very scattered. There is an abundant amount of content and imagery, especially on race day. Their social media feeds offer many live updates from the race. Their social media feeds are beneficial to loyal Nascar fans who understand the sport and know the drivers very well. However, if one was new to learning Nascar, it would be overwhelming to understand the brand from glancing through social media. Aside from live race time updates, there are many images of drivers from different teams. Posts are often distributed multiple times in an hour.

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As far as social media templates go, Nascar is consistent with their profile picture that displays their “Chase The Cup 2015” slogan. This helps users to establish that this is the corporate page. There is also a consistent color theme of red and white, with the exception of Twitter that has a white background. It would benefit Nascar to also stick with one background picture for all platforms just to maintain consistency in theme.

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Is content up to date?

Nascar does an excellent job at uploading content to their social media channels. Their Google+, Instagram, Facebook, and Twitter accounts are updated on a regular basis and often hourly. On race day, their posts can be as often as multiple times an hour.

How do they drive users to the other social channels?

The key to success of the Nascar social media channels is through the loyal fans that follow drivers. Their strength is in offering polling questions where fans guess at who will win or place in certain events. This drives users to other websites or social media channels to vote. Nascar does a lot of promotion that integrates the individual driver’s accounts with the main Nascar sites. Most of their posts on Facebook and Twitter are linked to videos or commercials that support individual drivers. This is successful for those who want to learn more about specific drivers, but not beneficial for those who wish to learn about the overall Nascar brand. Content should be more geared toward the history of racing or individual races.

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Are hashtags used regularly?

For the most part, there is at least one hashtag incorporated into the majority of Nascar’s posts on Twitter, Facebook, and Instagram. Google + also features the use of hashtags, but it is not on every individual post.

Any other items of note?

Nascar needs to find a way to filter through the clutter to promote successful social media channels. It is understandable that Nascar would like to promote all of their drivers, but it should be balanced and properly maintained. You cannot effectively market several drivers at multiple times during the day and expect an audience to maintain the knowledge. A good strategy may be to have the 43 weeks of Nascar drivers where one driver can be promoted through all channels simultaneously for one week. This would keep interest and provide a cleaner content platform.

Secondly, during race days the content is very cluttered. It is difficult to decipher what is happening during the race due to the overload. Race day should be limited to congratulating pole starters and winners. An idea would be to have a live feed through their main webpage or an their Nascar mobile application, similar to live football and basketball featured on ESPN. The social media channels could then simultaneously provide the link for viewers to follow along.

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