Blog Post #1 - Lindt vs. The Hershey Company on Facebook

How often does each brand post?

·       Lindt posts almost every day on Facebook. They are very active and consistent with their posts. On some days they also post twice as well.

·       The Hershey Company’s Facebook posts are not very frequent. The Facebook account did not post in the month of January, but made posts through the month of December and a single post for February. The posts average about once every week.

What kind of content does each brand post?

·       Lindt uses Facebook to post a lot of discounts on their pages. They also have a lot of promotional posts that fall on special events/dates such as the Super Bowl, Valentines Day, and Christmas. They also offer how-to (DIYs) and recipes that work well with their products. All posts contain images or videos.

·       The Hershey Company posts a lot of how-tos/recipes on their Facebook for their audience to enjoy. They also post a lot of videos that promote their products.

Lindt and Hershey's Facebook Post

Does each brand use the 50/50 rule?

Both brands do not have any posts that show reviews or shares of their followers’ posts. All visible posts are promotional for both brands.

Highlight keyword sentences.

·       For Lindt, some keywords they like to use are “Excellence and Exquisite”, “Lindt Chocolate Shop”,  and “Lindor”.

·       The Hershey Company uses keyword sentences such as: “CHIPITS”, “Roasted hazelnuts and delicate crisps of HERSHEY’S KISSES Deluxe Chocolates”, and “Simple and Delicious”.

Which are the most successful recent posts?

·       Lindt’s most successful recent post was on February 1, 2017. The post had 1,300 likes, 726 shares and 98 comments. The post was wishing visitors happy national dark chocolate day, with an image of a glass of wine with their Excellence dark chocolate.    

·       The Hershey Company’s most successful recent post was on December 20, 2016. It has 728 likes, 392 shares and 46 comments. The post is a promotional event that encourages visitors to make their own Chocolate Chip Cheesecake Bars with their CHIPITS and they could win a prize pack.

                     

Hershey and Lindt's most successful Facebook Post

 

       Why are these posts successful?

·       Lindt’s post was very successful because it has a huge response from their visitors. Their posts usually have an average of about 300 likes, with less than 20 shares. The post made a lot of visitors react and brought in a substantial amount likes and shares compared to their regular amount of likes and shares on Facebook. The post informed chocolate lovers about the national dark chocolate day. National ____  days are huge trends with social media users, so this post generated a buzz with Lindt’s followers.

·       The Hershey Company’s post is very successful because it generated more likes and shares than their regular posts. The post encourages visitors to show them what their final product looks like, which is very engaging to their community. It piqued their audience’s interest because it was a unique recipe that consumers would love. It was also a contest post as well so a lot of their followers were encouraged to participate.

Include quantifiable data for each brand (page likes, average # of comments, # of shares, and Social Sharing Insights from Moz).

	Lindt	HEYSHEYS
Page likes	1,575,366 likes and 1,483,967 follows	9,062,070 likes and 9,057,405 follows
Average number of comments	Average of about 20 comments per post	Average of about 40 comments per post
Average number of shares	Average of about 30 shares per post	Average of about 200 shares per post