XYZ Company

XYZ Company, a heating and cooling company located in Western Massachusetts, is a new business that has taken on the social media world. I think taking a good look at the analytics provided for the week of March 11, 2015 for XYZ’s Facebook page will show that the small HVAC company has a lot of potential.

With XYZ being a new company, I greatly applaud their engagement activity. As you can see below, in this particular week they are consistently increasing likes as well as their total reach each week over. For having less than 200 page likes, the engagement level for this growing company is rather impressive.

Analytics 1

My views of XYZ’s Facebook analytics is that the company is growing on social media. I can see from their recent posts that they are currently running a special, but even without this special I believe that they will continue to increase in likes and the amount of people their posts reach for several weeks just due to the fact that they are new to the Facebook community. Chances are they already have several fans outside of social media, it just takes time for these fans to discover companies on Facebook and actually like their page.

Facebook’s analytics show that XYZ Company’s Facebook page reaches more men than women, but it’s liked by more women than men. These statistics are always important to consider so that the company knows who to gear their posts more towards. Age and location are always important also, and as expected, the majority of XYZ’s fans are 26+ years old and in the immediate Massachusetts area.

Analytics 4

Analytics 5

Now, onto XYZ’s actual Facebook post.

On February 27th XYZ posted “March Mini Split madness is here!…” and hit a maximum reach of 3.5k people. They again followed up with a similar post on March 15th but only received a reach of 731 people. What should be noted though is that even with the reach being a fifth of their first post, they still had some of the strongest engagement numbers over many of their other posts. Clearly this March special they are offering is a big deal, and it gains a lot of attention. XYZ should make note of this for the future. If the announcements of specials and giveaways continues to yield high engagement numbers and reach, it could pay off for them to continue marketing in this way.

One great thing that XYZ Company can take away from this breakdown is that the majority of their page likes come from ads, therefore that part of their IMC campaign is definitely working. But there is only one time that someone found their Facebook page from an external site. This is great information! This means that XYZ Company has the ability to increase how people find their Facebook page, and the ways to do so are infinite. In addition to their Facebook page, XYZ Company is active on Twitter, Google+, and Yelp. They could use these sites, as well as their main website, to cross promote and increase the amount of external referrals. XYZ Company also markets their business with direct mail, which they could consider adding social media icons on to let their current and potential customers know they can be found on social media. Email blasts, as well as banner ads promoted strategically on other websites (local newspaper website, radio websites, etc.) could also link to XYZ’s Facebook page and help to increase these numbers as well as overall page likes.

Analytics 2

Analytics 3

Overall, XYZ Company is on the right track. The first thing they should focus on is increasing the number of page likes they have. The more page likes XYZ Company has, the stronger the company will look and the more likely their SEO will increase as well. An article on points out some of the best ways to increase Facebook likes for a new business. The number one thing they say about increasing likes is “to achieve success on Facebook you need a community” (source). XYZ Company is already following a lot of these suggestions, such as posting quality content that is relative to their company and running a contest, but they should also be sure to interact with similar businesses on Facebook as well as ask their current friends, business partners, and customers to like their page.

With more page likes comes increased engagement. Setting social media goals should definitely be a priority for XYZ Company. Whether this goal be to increase reach to 5000 people, or to hit 500 page likes by the end of the year, striving for these goals will only help boost how strong their Facebook page is, and probably their other social media channels as well. An article by Constant Contact suggests that using a Facebook business page can help small businesses get discovered by their next big partner/customer, therefore using Facebook strategically is critical XYZ Company, and I think they are definitely on the right track (source).


Customer Review Responses

The following is a sample post specifically for class. Below are my responses to sample reviews on TripAdvisor.

Hyatt Regency

The Post:

Post 1

My response:

We are so glad you enjoyed your stay!

We are very proud of our unique pool and happy your kiddos got the chance to ride the slide! Unfortunately afternoon storms are quite common in Orlando, but we want you to know that we will take your comment into consideration and work to clean the pool area immediately after bad weather has passed. After all, we want you to be able to enjoy every minute of your stay.

We apologize for any inconvenience you may have had at Fiorenzo. It is our most popular restaurant and during prime dining hours can be a bit busy. We want our guests to enjoy their dining experience as you did, therefore we never want to rush a table’s meal. Though our goal is to immediately seat those who have made reservations, we appreciate your patience and understanding. Next time give Urban Tide a try! If you and your family enjoy coastal cuisine in a stylish setting, you are sure to enjoy this popular restaurant. Bonus! Diners of Urban Tide also get to enjoy picturesque views of the Grotto Pool.

post 1 pic

How was your trip to the theme parks? We hope you had a great time! Our resort is conveniently located within minutes of Disney, Universal, SeaWorld, and even the Orange County Convention Center, so when you visit next remember we have shuttles to each destination! We understand that paying for parking can be a hassle, but we strive to provide stress-free and secure parking close to our hotel. We also provide valet services, and a concierge service should you be looking for additional local travel techniques.

We can’t wait to have you visit again! We appreciate your generous review and critique of our hotel and plan to take your comments into consideration. We aim for all of our guests, whether visiting for business or pleasure, to be able to enjoy their entire stay from the moment they walk through the doors.

The Hilton Fort Lauderdale Marina

The Post:

Post 2

My Response:

We understand that you did not enjoy your stay at our resort and we would like to offer our sincerest apologies. We pride ourselves on providing a great guest experience and are very disappointed that we could not provide you that experience during your exciting trip for your 10 year reunion.

First off, we would like to thank you for taking the time to review our property. We truly value the opinions of our customers. Though we cannot go back in time and fix the problems you encountered, we want you to know we have heard you. Since your stay we have addressed the issue with housekeeping, as well as with the cleanliness of the showers.

We want you to know that we enjoy sharing our destination with visitors, and that there is no excuse for a pool in South Florida to not be kept to the highest of standards. We have since made our pool area a higher priority so that it can be enjoyed at all times by all guests with no concern of cleanliness.

Post 2 pic

Lastly, we would like to thank you for pointing out the dangers of our metal gate box, as well as the furniture in our rooms. Without someone pointing out things that do not work on our property, there is no way we can improve them for future guests. Your critique is very critical to us providing the best hospitality for guests.

If you decide to give us a third chance, we would love to have the opportunity to speak with you directly. We wish you the very best, and hope that we may see you again in the future.

Catersource Tradeshow

Each year Las Vegas hosts the Catersource Event-Solutions Conference & Tradeshow. This year it occurred March 8th through 11th, 2015. The huge event provides resources for caterers and brings together buyers and sellers, professionals, and audiences that are looking for new ideas or hoping to grow with the ones they already have in the catering business.

Below is my analysis of how the Catersource Trade Show represented itself on social media channels before, during, and after the 2015 event. Note- this is strictly for educational purposes.


Twitter hands down was the strongest channel used by Catersource for their 2015 tradeshow. As far back as December (and I’m sure even before that), @Catersource_llc has been building up excitement for the event. In almost every daily post, the hashtag #CSES2015 has been used, and information about the event has been shared. Whether it be congratulating someone on winning a giveaway, promoting early bird pricing and hotel deals, or announcing key presenters at the event, they have been consistent in posting daily leading up to the event.

catersource twitter 1

During the event, Catersource was on top of their tweeting game. Beyond simple updates on how the event was progressing, Catersource would retweet statuses and pictures from attendees to show different perspectives and how people were enjoying the event. Congratulations were given for each award presented, and sponsors/attendees were tagged. Showing off these sponsors and attendees shows that Catersource is proud of their audience and fans.

catersource twitter

With so much going on at this huge event, following Catersource’s twitter feed was great way to pick up on things that may have easily missed. Reminders of when sessions started and where to find educational material was constantly being tweeted.

As the event came to a close on March 11th, @Catersource_llc tweeted “Thank you to all of our sponsors, exhibitors and attendees who helped us make this years #CSES2015 truly spectacular! See you all next year!” Since this tweet, nothing further has been posted.


Catersource’s use of Facebook during the trade show was somewhat lackluster. Before the main event, articles were shared and pictures were posted to create hype for the upcoming show, also using #CSES2015. These were posted for months before, more so on a weekly basis than a daily one. As of March 2nd, daily post providing additional information and counting down to the event began, always with images, links, and #CSES2015. Though the event started on March 8th, no posts were made on Facebook on this date. On March 9th, an album was created showing off attendees of the event, presenters, food samples, demonstrations, etc. I think this photo album was a great use of Facebook. Sponsor logos were captured in some of the pictures, attendees could be seen at sessions, and how demonstrations were formed were documented so people who could not attend could see what they have missed. Several other posts were made to Catersource’s Facebook page this date also.

catersource fb

Catersource used Facebook to share long statuses that they would not be able to post on Twitter, and would probably be overlooked on Instagram. These included schedules for the day, and photo albums showing off the event. Promotion of the mobile app was made prior to the event as well as on March 10th to remind attendees of the handheld resource they could use. The last post was made, another album to document the day, on March 10th, and no other posts have been made. It would be beneficial for Catersource to recap the event on Facebook to show what a success it was and to thank all of the attendees and sponsors.


Catersource’s Instagram was a solid attempt at using this social media site to increase traffic, but ultimately I think it fell flat. Posts did not begin until only two days before the event, therefore teasers and the chance to market and stir up excitement for the event was missed out on. Catersource only has 1448 followers on instagram, but they still could have created some form of pre-event marketing. The hashtag #CSE2015 was used in every posts, but more pictures were tagged by other users than were posted by Catersource themselves. The trade show posted 53 pictures between March 6th and March 11th, but they have yet to post anything post-event. This is clearly missed opportunity to expand their brand and increase followers on Instagram.

catersource instagram

The pictures posted on Instagram were focused more around winners and presenters than around the food samples or sponsors at the event. Though there definitely were some creative pictures that show what was going on each night, I feel there could have been more pictures to show off who was there, the turnout of people, or more of how each day progressed.

Additional has a tab dedicated to the Conference & Tradeshow specifically, and this tab is full of great information. One of the greatest ways they have integrated additional media marketing is through the creation on a mobile app that helps attendees of the show manage their schedule for each day. With so much going on and so many sessions occurring simultaneously, this is an easier way for people to see where and when something is happening without constantly having to track down a schedule of events.

catersource mobile

Prior to the tradeshow, this mobile app was promoted on Facebook and Twitter. An online 2015 Catersource Conference brochure was also created that outlined everything the event would be about, as well as listing out every sponsor of the event.


Overall, the Catersource Event-Solution Tradeshow was very consistent in branding and marketing. Their use of social media sites as well as additional IMC techniques was strong in some aspects, yet weak in others. Twitter was the strongest platform used, and the use of Facebook for photo albums documenting the event each day was a great idea. Instagram fell flat, but the use of a mobile app was greatly beneficial to attendees. Catersource needs to cross promote on each social media platform letting followers know what they are sharing where. With the exception of a few Instagram posts on Twitter, no cross promotions could really be seen. Though great marketing was done prior to and during the event, post event follow ups on each social media site would really be a great way to wrap up the event entirely, as well as shout out to each sponsor who made the event possible.


Walt Disney World hosts a variety of events each year that makes the magical theme park even more of a dream experience. From the Food & Wine Festival to Mickey’s Not So Scary Halloween, each event boasts additional excitement for anyone planning to attend at that time.

From March 4th through May 17th Walt Disney World’s Epcot will be hosting the 2015 International Flower & Garden Festival. Though I am far from ever being a social media specialist for Disney, below is my attempt at planning out the month of April for a few of Epcot’s social media sites (which means this list of posts is 100% hypothetical and should not be taken seriously).

Note: FB= Facebook post and Tw= Twitter post

Monthly Goal

This month our goal is to increase engagement with consumers as well as increase Twitter and Instagram likes by trending #flowerandgarden2015. Our objective is not only to drive guests to the International Flower & Garden Festival this year, but to share pictures that will increase engagement and drive new guests to attend in future years during this annual festival.

Week #1

Wed. April 1st

FB: It’s snowing! APRIL FOOLS! But Elsa and Anna are making quite a scene at this year’s International Flower & Garden Festival #flowerandgarden2015 (picture of Frozen topiaries)

Tw: We aren’t feeling foolish, but we are feeling Goofy…about Spring! #flowerandgarden2015 (picture of goofy topiary)


Thurs. April 2nd

FB: There’s a (garden) snake in my boot! #flowerandgarden2015 (picture of Woody topiary)

Tw: Too infinity and beyond! #flowerandgarden2015 (picture of Buzz Lightyear topiary)

epcot buzz

Fri. April 3rd

FB: Did you know 2015 is the year of the Ram? #flowerandgarden2015 (picture of garden)

Tw: Kung Fu Punch is the perfect way to start the weekend #flowerandgarden2015 (picture of drink in China)

Sat. April 4th

FB: It’s the weekend!! What do you have planned? How about a trip to Epcot? You don’t want miss this year’s International Flower & Garden Festival.

Tw: What is your favorite treat at Epcot? #flowerandgarden2015

Sun. April 5th

FB: Hakuna Matata! (picture of The Lion King display)

Instagram: Name that Princess! #flowerandgarden2015 (picture of Cinderella)

Week #2

Mon. April 6th

FB: This week we want to show off some of the AMAZING food Epcot offers during the International Flower & Garden Festival. First up, look at this delicious “Piggylicious” cupcake! Bacon, maple frosting, and pretzels! #flowerandgarden2015 (picture of cupcake)

Instagram: A little sweet, a little salty, and BACON! #flowerandgarden2015 (picture of cupcake)

epcot cupcake

Tues. April 7th

FB: Fruit Sushi? Frushi! You’ve got to taste this. #flowerandgarden2015 (picture of frushi)

epcot frushi

Tw: One tequila, two tequila, three tequila, flight! #flowerandgarden2015 (picture of tequila flight)

Wed. April 8th

FB: Did you know Epcot has a Pineapple Promenade? Bet you’ve never tried pineapple on your hotdog! #flowerandgarden2015 (picture of Pineapple Dog)

Instagram: Florida fresh. #flowerandgarden2015 (picture of feast of flowers farmhouse ale)

Thurs. April 9th

FB: Looking to spice things up? You’ve got to try this ghost pepper-dusted tilapia with melon slaw. #flowerandgarden2015 (picture of tilapia)

Tw: Isn’t it pretty?! Frozen Desert Violet Lemonade (non-alcoholic) #flowerandgarden2015 (picture of lemonade)

Fri. April 10th

FB: Pistachio Baklava! The Taste of Marrakech can be found at the Morocco Pavilion, including this treat. #flowerandgarden2015 (picture of baklava)

FB: Young Men! And women… tonight The Village People take the stage. You don’t want to miss this! April 10th-12th #flowerandgarden2015

Instagram: Limoncello Panna Cotta. Need we say more? #flowerandgarden2015 (picture of limoncello)

Sat. April 11th

FB: Have all your gardening questions answered by the experts from 10a-4pm every weekend at the Festival Center #flowerandgarden2015

Tw: Do you like to garden?#flowerandgarden2015

Sun. April 12th

FB: It’s the last night to catch The Village People performing live as part of our Garden Rock Concert Series. Don’t miss it! #flowerandgarden2015

Instagram: Name that Princess! (picture of Aurora)

Week #3

Mon. April 13th

FB: Check out Miss Piggy! She sure does look good in green #flowerandgarden2015 (picture of Miss Piggy topiary)

Tw: Don’t miss @JonSecada this weekend 4/17-4/19 #flowerandgarden2015

Tues. April 14th

FB: Only one month left. Who is planning to visit? #flowerandgarden2015

Tw: You know you want one. #flowerandgarden2015 #magicband (picture of Frozen magicband)

epcot magicband

Wed. April 15th

FB: Loving the food? Every Friday, Saturday, and Sunday at 3pm free cooking demonstrations will take place at the Port of Entry. Don’t miss this great opportunity to learn from Disney’s chefs!

Tw: Have you checked out the hands-on presentations on the Greenhouse Stage yet? #flowerandgarden2015

Thurs. April 16th

FB: If your best friend was one of the seven dwarves, which one would he/she be? #flowerandgarden2015 (picture of Snow White and the 7 dwarves)

epcot dopey

Tw: Do you love dogs? We sure do #flowerandgarden2015 (picture of Lady and the Tramp)

epcot lady tramp

Fri. April 17th

FB: Good food, great music, and beautiful gardens. Pack your bags and visit Epcot this weekend! #flowerandgarden2015

Tw: No weekend plans? It’s gorgeous at Epcot. Come visit! #flowerandgarden2015

Sat. April 18th

FB: Lightning McQeen wants you to check out the Cactus Road Rally #flowerandgarden2015 (picture of Cactus Road Rally)

Tw: Up and at-em! It’s a gorgeous day to pose with some topiaries! #flowerandgarden2015

epcot mickey minnie

Sun. April 19th

FB: Earth Day is April 22nd. What are your plans to celebrate? #flowerandgarden2015

Instagram: Name that Princess! (picture of Anna)

Week #4

Mon. April 20th

FB: Have you seen our mini gardens yet? #flowerandgarden2015

Tw: Shakespeare inspired us this year #flowerandgarden2015 #minigarden

Tues. April 21st

FB: Tomorrow is Earth Day! How are you celebrating? #flowerandgarden2015 #earthday

Tw: Let’s keep our planet beautiful. Earth Day is tomorrow! #flowerandgarden2015 #earthday

Wed. April 22nd

FB: Happy Earth Day! We have a special treat for you! Stay tuned for the unveiling of an awesome sand sculpture based on Monkey Kingdom. #flowerandgarden2015

FB: Ta-Da!! How awesome is this?! #flowerandgarden2015 (picture of sand sculpture)

Tw: Happy Earth Day! Come celebrate with us! #flowerandgarden2015

Thurs. April 23rd

FB: Mike and Sully have themselves quite a Monstrous Garden. Check it out at Imagination Walkway and come play with us! #flowerandgarden2015 (picture of monstrous garden)

epcot monsters

Tw: Don’t miss @theGuessWho this weekend 4/24-2/26 #flowerandgarden2015

Fri. April 24th

FB: When the sun goes down, our gardens light up! #flowerandgarden2015 (picture of illuminated gardens)

Tw: What do you know about monarch butterflies? #flowerandgarden2015 #butterfliesonthego

epcot butterflies

Sat. April 25th

FB: It’s Florida Fresh Weekend! Come learn why Florida is one of the top agriculture producing states in the country #flowerandgarden2015

Tw: It’s Florida Fresh Weekend! Come see demonstrations on the Fresh Epcot Stage #flowerandgarden2015

Sun. April 26th

FB: Are you excited for the new Disney-Pixar movie Inside Out? We are. And we have a garden to prove it! #flowerandgarden2015 (movie preview included)

Instagram: Name that Princess! (picture of Belle)

Week #5

Mon. April 27th

FB: There aren’t many days left! Don’t miss out! The 2015 International Flower & Garden Festival ends May 17th! #flowerandgarden2015 (link to information)

epcot flowers

Tw: This weekend is the Hibiscus Show! Who plans to be here? #flowerandgarden2015

Tues. April 28th

FB: Monday-Thursday Twinings of London is hosting an English Tea Garden Tour at 3:30pm and 5:30pm. We’re positive you’ll love it!

Tw: Tea tours?! Yup. We’ve got those. #flowerandgarden2015

Wed. April 29th

FB: We’ve got prehistoric plants that are sure to rock you’re world #flowerandgarden2015

Tw: Don’t miss @TayloreDayne this weekend 5/01-5/03 #flowerandgarden2015

Thurs. April 30th

FB: Don’t forget to stop by the Festival Center Shop to snag some awesome Flower & Garden Festival-themed merchandise! #flowerandgarden2015

Tw: There is so much to see! Good thing we offer tours #flowerandgarden2015 ( to Epcot Gardens of the World Tour info)

Event Source:

Pictures via Instagram