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1 Social Media Audit and Conversation Analysis By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci

Social Media Audit and Conversation Analysis · Social Media Audit and Conversation Analysis By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci . 2 Sixth Street Grill

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Page 1: Social Media Audit and Conversation Analysis · Social Media Audit and Conversation Analysis By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci . 2 Sixth Street Grill

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Social Media Audit

and

Conversation Analysis

By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci

Page 2: Social Media Audit and Conversation Analysis · Social Media Audit and Conversation Analysis By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci . 2 Sixth Street Grill

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Sixth Street Grill Sixth Street Grill is a family-owned sports bar and restaurant located in downtown Eugene. It is

known for its unbeatable deals, fresh food made to order, and great customer service.

Sixth Street Grill serves a wide demographic of customers throughout the week, but the number

of customers often fluctuates and can be unpredictable. It experiences large rushes during Hult

Center performances, Oregon home and away games, and downtown events. Oftentimes, patrons

at local hotels dine at Sixth Street Grill, as well. While these factors create good business for

Sixth Street Grill, the owners hope to create a steady flow of business throughout the year.

To help create this steady flow, the owners want to attract more business from students at the

University of Oregon. Sixth Street Grill’s high-quality food, daily deals and drink specials make

it an ideal place for students; however, only a small amount of its business comes from students.

While Sixth Street Grill has catered to students in the past, the owners want to develop a large

base of students that will continue giving the restaurant business throughout the duration of their

years at the university.

Purpose The purpose of this social media audit and conversation analysis is to evaluate Sixth Street

Grill’s reputation and social media activity compared to its three main competitors: Red Robin,

BJ’s and Steelhead Brewery. We will make recommendations to help the owners of Sixth Street

Grill improve their online presence, so they can better communicate with the restaurant’s

potential and existing customers.

Method Sixth Street Grill only utilizes two social media platforms, Facebook and Twitter, so we

examined these platforms in comparison with Sixth Street Grill’s competitors for our social

media audit. We evaluated the companies’ presences on Facebook and Twitter during the time

frame of July 28, 2013, to Oct. 26, 2013. To determine the companies’ effectiveness on

Facebook, we examined the content and how users interacted with that content. We defined

Facebook interactions as the number of likes, comments and shares. To gather information about

the companies’ Twitter usage, we used TweetLevel. For Twitter, we considered interactions as

retweets and replies to tweets.

For the conversation analysis, we analyzed reviews on the companies’ Yelp pages over a three-

month period. We measured the gender, geographic location and sentiment of the review. To

analyze the Twitter mentions, we counted the number of times Sixth Street Grill was talked

about during a three-month period compared to the number of times Red Robin and BJ’s were

talked about in a given day. We also created an online survey of 100 students, which helped to

determine awareness and attitude about Sixth Street Grill.

Page 3: Social Media Audit and Conversation Analysis · Social Media Audit and Conversation Analysis By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci . 2 Sixth Street Grill

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Results: Social Media Audit

Overview of Social Media There were a few complexities we ran across while performing the social media audit: Sixth

Street Grill has two Facebook pages; Red Robin and BJ’s do not have a significant social media

presence locally, only nationally; and Steelhead does not have a Twitter account. We overcame

these challenges by carefully analyzing each social media page and only applying comparisons

in areas where it was applicable.

On Facebook, Sixth Street Grill’s main page has 1,560 likes, Red Robin’s page has 790,250

likes, BJ’s page has 638,672 likes, and Steelhead’s page has 1,664 likes. On Twitter, Sixth Street

Grill’s account has 898 followers, Red Robin’s account has 64,562 followers, and BJ’s account

has 67,864 followers.

On Facebook and Twitter, Sixth Street Grill attempted to engage and build relationships with its

customers by posting interesting and varied content, but it received little interaction. Both Red

Robin and BJ’s exhibited powerful posting and generated high levels of interaction with

customers. We believe Sixth Street Grill can model its social media practices off Red Robin to

improve its online presence. Although Steelhead has more Facebook likes than Sixth Street Grill,

we determined that its social media presence was not as strong as Sixth Street Grill’s based on

the poor quality of its posts and the low level of user interaction.

Brand Consistency We found the lack of Sixth Street Grill’s brand consistency led to several issues that hinder its

social media presence. One of the biggest issues is that Sixth Street Grill has two separate

Facebook pages. Its main page is called “Sixth Street Grill” and has 1,560 likes. Its second page

is called “Sixth Street-Grill” and has 2,063 likes. Having two Facebook pages splits up the

number of followers, limits the power of the posts, and lowers overall interaction.

Another issue is the fact that the social media pages are not linked to each other. The Facebook

page does not contain links to any other page, and the Foursquare page contains a link to an

inactive Twitter handle. This brand inconsistency makes it difficult for customers to navigate

between pages and makes Sixth Street Grill’s social media presence less effective.

Voice Sixth Street Grill’s posts across Facebook and Twitter revolved around deals and promotions,

Oregon Football, Eugene happenings, and interesting articles. Sixth Street Grill’s posts on both

platforms use a human voice, which enable it to relate to customers. Sixth Street Grill’s posts use

capitalization and exclamation points to show emphasis and portray excitement.

By using a clever, humorous and relatable tone, Red Robin engages its followers by creating

two-way communication with them. Red Robin is responsive to its followers, making sure to

reply to tweets and Facebook comments. It relates to the audience by making witty comments

that relate popular trends (e.g. Breaking Bad and Candy Crush) to items on its menu, and by

asking questions followers can reply to.

Page 4: Social Media Audit and Conversation Analysis · Social Media Audit and Conversation Analysis By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci . 2 Sixth Street Grill

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BJ’s wrote in a conversational and informational tone. It most frequently posted about its deals

or promotions for the week. Occasionally, BJ’s asked followers engaging questions, such as what

their meal preferences are or what football teams they are rooting for.

Steelhead did not have a Twitter presence, and the content of its Facebook posts was bland. The

vast majority of the posts were about the daily soup and sandwich specials. They did not include

interesting information and did not elicit responses from followers.

Left to right and then top to bottom: Sixth Street Grill posts on Facebook about the upcoming

Duck’s game; Red Robin tweets about the series finale of Breaking Bad to relate to customers;

BJ’s includes its weekly deals in its tweet; and Steelhead Brewery posts its menu on its Facebook

page.

Page 5: Social Media Audit and Conversation Analysis · Social Media Audit and Conversation Analysis By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci . 2 Sixth Street Grill

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Channel Frequency

Sixth Street Grill is active on both Facebook and Twitter. It posted more often than all of its

competitors on Facebook but posted less often than Red Robin on Twitter.

Facebook

During the three-month period, Sixth Street Grill posted 54 times, and 34 of its posts included

multimedia (e.g., videos and pictures). Red Robin posted 35 times, and all but one of its posts

incorporated multimedia. BJ’s posted 37 times, and 33 of those were multimedia posts.

Steelhead posted 21 times on its Facebook, yet only four of its posts incorporated multimedia.

Based on these numbers, multimedia postings were a common theme amongst Sixth Street Grill,

Red Robin and BJ’s yet not as popular for Steelhead.

Twitter

To learn about Sixth Street Grill’s channel frequency on its Twitter account, we examined how

often the restaurant tweeted over a three month period. Sixth Street grill updated its Twitter 118

times. Although it failed to retweet or reply to its followers, Sixth Street Grill still attempted to

make a connection with them through the content of the posts. Red Robin has an active presence

on Twitter. It updated its Twitter feed150 times, consistently retweeting and replying to

followers. BJ’s was less consistent with its updates on Twitter, posting a total of 58 times over

the three months. Interestingly, BJ’s posted eight times in August, four times in September, and

24 times in October. Also in October, BJ’s began engaging with its customers by retweeting 18

times. Steelhead does not have a Twitter account. Sixth Street Grill and Red Robin maintained

an active presence on Twitter and posted roughly the same number of times each week, while

BJ’s gained an active presence starting in October.

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Interaction and Client Responsiveness

Facebook

Out of the four companies, BJ’s Facebook page had the highest level of interactions by far – the

lowest number of interactions on a post was 100 and the highest was 31,369. Red Robin had the

second highest level of interactions - the lowest number of interactions on a post was two and the

highest was 2,892. It makes sense that BJ’s and Red Robin had high levels of interaction because

they have many followers and a national customer base. Additionally, it is not uncommon for big

companies such as BJ’s and Red Robin to pay to promote posts, which increases the number of

people that view a post and ultimately interact with it.

To keep the examination fair, we only compared Sixth Street Grill to its non-national competitor

Steelhead Brewery when examining interaction and client responsiveness. Over the three-month

period, users interacted with Sixth Street Grill’s posts 54 times. That number outweighs

Steelhead Brewery’s number of interactions, which were only 35. It makes sense that Sixth

Street Grill had more interactions because it had more posts, but it also seems that the interaction

was related to the number of multimedia posts that they had. Sixth Street Grill’s post with the

most interactions, 18, was a post about College GameDay at the University of Oregon and

included a picture of the College GameDay bus. The posts with the least interactions were the

ones that did not include multimedia, which highlights the importance of those kinds of posts.

Page 7: Social Media Audit and Conversation Analysis · Social Media Audit and Conversation Analysis By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci . 2 Sixth Street Grill

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Twitter

On Twitter, Sixth Street Grill was not very interactive with its followers. Sixth Street Grill did

not retweet or reply to its followers, and in turn, it did not receive any interaction on its posts.

Red Robin interacted much more with its followers than Sixth Street Grill did. Rather, Red

Robin consistently asked followers questions, made clever comments about its menu and

responded to tweets. BJ’s gained a more active Twitter presence in October. By October, Red

Robin began engaging with customers by retweeting and replying, instead of just posting weekly

deals.

Left to right: Sixth Street Grill does little interacting with its followers and just posts daily deals.

Red Robin interacts with customers by asking for their opinions and retweeting what they say.

Compared to Red Robin and BJ’s, Sixth Street Grill was much less engaging with its followers.

According to Edleman’s TweetLevel application, Sixth Street Grill received the lowest

engagement score compared to its followers. Red Robin and BJ’s received about the same rating.

TweetLevel based the engagement score on a Twitter user’s interactions and connections with

followers. It is necessary to participate with the community, contribute to conversations, and

include hashtags in posts to receive a high engagement score on TweetLevel.

TweetLevel bases a user’s popularity on the number of followers it has. To increase one’s

popularity score, a user should post interesting content, post regularly and include hashtags to

make posts findable. Again, Sixth Street Grill received a lower popularity score compared to its

competitors on TweetLevel.

While Red Robin and BJ’s received high trust scores, Sixth Street Grill received a relatively low

trust score. TweetLevel forms the trust score based on whether the content of a user’s tweets is

credible, interesting or newsworthy. Red Robin and BJ’s have high trust scores because their

tweets are often retweeted. Posts should give followers incentives to retweet what is said.

Page 8: Social Media Audit and Conversation Analysis · Social Media Audit and Conversation Analysis By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci . 2 Sixth Street Grill

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Results: Conversation Analysis

Yelp

We chose to use Yelp as our main social media outlet for the conversation analysis due to its

increased popularity over the last few years. Additionally, our survey revealed that Yelp is the

No. 1 place students go to discover new restaurants. Yelp enables people to post and read

restaurant reviews based on a variety of aspects such as food quality, price level and service. The

number of reviews for Sixth Street Grill, Steelhead, BJ’s and Red Robin ranged from as few as

28 reviews to as many as 120 reviews. For the sake of consistency, we decided to utilize the 28

most recent reviews.

Our findings for Sixth Street Grill showed that 71 percent of customers’ reviews were positive,

17 percent were negative and 11 percent were mixed. We found these results were consistent

with what the owners perceived their clientele’s attitude to be. In comparison to its competitors,

Sixth Street Grill had the most positive reviews at 64 percent, followed by Steelhead Brewery at

46 percent. BJ’s had the fewest positive reviews at 36 percent. After reading the reviews, it

became apparent that more men reviewed each establishment on Yelp and gave more positive

feedback than women. A reason for this may be the fact that each restaurant is known as a

popular place to watch sporting events and order beers and burgers.

Common themes among the reviews were complaints about poor service, comments about

mediocre food and criticism about unpleasant environments. Reviewers for Sixth Street Grill

commented on the great ambience within the restaurant and the excellent service they received

when dining. The most common mixed review was about the quality of food; however, none of

the customers’ experiences with the food quality would stop them from returning to the

restaurant again. Its competitors received reviews about poor service, cold food and loud

atmospheres. Most of the customers who mentioned these complaints said the negative

experiences would keep them from returning to the restaurant.

In our initial meeting with Sixth Street Grill, the owners mentioned that they have a higher male

customer base and were interested in expanding their female clientele. Although they have a

smaller percentage of reviews from female customers, the majority of them gave the restaurant a

positive review. Apart from Steelhead Brewery, all of the restaurants have a stronger male

following, which we think is due to their sports bar atmosphere. A possible reason for Steelhead

Brewery having a stronger female following would be a result of its atmosphere. The restaurant

is not as loud and although there are televisions with sports games on them, it is not known as a

sports bar.

Page 9: Social Media Audit and Conversation Analysis · Social Media Audit and Conversation Analysis By Brooke Baum, Allie Masterson, Tori Opsahl, Taylor Yacobucci . 2 Sixth Street Grill

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Twitter

Over the three-month period, people tweeted at Sixth Street Grill six times; however, Red Robin

and BJ’s received more than seven tweets in just one day. This imbalance is due to the fact that

Sixth Street Grill is locally based, while Red Robin and BJ’s are nationally based. It is interesting

to read people’s tweets about their experiences at Red Robin and BJ’s because the content is

filled with excitement and wit. When Sixth Street Grill was tweeted about, customers had

positive things to say. A group of women tweeted about their reunions at the local restaurant

over the past 20 years. A great opportunity could be for Sixth Street Grill to start responding to

these posts to make a local connection with these loyal customers. Although BJ’s and Red Robin

are interacting more with customers, the interaction is more impersonal. Being a local company

is an advantage for Sixth Street Grill because it has the ability to relate to customers on a

personal level and build local relationships in a way that the national restaurants cannot.

The tweets about BJ’s and Red Robin were neutral. People mainly tweeted about their general

trip to the restaurant, not mentioning if their experience was positive or negative. Two of the six

tweets about Sixth Street Grill were positive and the other four were neutral.

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Online Survey

Out of 100 survey respondents, 20 percent were freshman, 28 percent were sophomores, 16

percent were juniors, and 35 percent were seniors. This spread is important because the owners

of Sixth Street Grill emphasized that they wanted to gain business from students at each level.

While 58 percent of respondents had heard of Sixth Street Grill, only 28 percent had ever gone

there. This suggests that most students are aware that the restaurant exists, but only a small

number have decided to try it out.

Students identified price and quality of food as the two main aspects that they consider when

choosing a restaurant. Surprisingly, 61 percent of students chose 4 or 5 (out of 5) when asked

how willing they would be to drive off campus to eat. When asked what would make them most

willing to choose an off-campus location, the top two choices were “good deals on food,” and

“word of mouth,” which meant that students would me more willing to go if their peers

recommend it.

Conclusion

Sixth Street Grill has all the makings of a destination spot for students, but it needs to improve its

outreach to that demographic. Since students are highly active on social media and spend a large

amount of their daily time using social media, it is arguably the most effective way to reach

students. Sixth Street Grill has a strong voice on its social media pages, but it needs to generate

more traffic to these pages. This can be achieved in a variety of ways.

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Recommendations

1. Merge the two Facebook pages. Sixth Street Grill will not lose any likes and it will only

make its Facebook presence stronger.

2. Create Facebook Ads through the Facebook Ads Manager. These ads can catch the

attention of potential customers and gain more “likes” for the Facebook page.

3. Interact more with followers on both Facebook and Twitter. This can be achieved by

creating posts that encourage followers to engage with the content (e.g., asking questions

or asking people to voice their opinions).

4. Further develop social media presence by creating an Instagram and FourSquare account.

5. Link all social media together to make it easier for followers to navigate through the

different sites.

6. Vary the content on both the Facebook page and the Twitter feed to keep followers

involved and interested.

7. Continue to respond to reviews on Yelp and check the page frequently to get feedback

from customers.

8. In addition to social media, advertise Sixth Street Grill on campus. Hire some campus

reps who could put up posters around campus that list daily deals and special events.

These campus reps would also be useful to promote the restaurant through word-of-

mouth.