Blog title: Coffee Brands on Twitter

Blog title: Coffee Brands on Twitter

Sub title: An analysis of Green Mountain Coffee and Second Cup’s Tweets

Author: Timothy Izzard

Second Cup Coffee Co. and Green Mountain both seem to have pretty active Twitter accounts. Each brand seems to tweet their own content every day or every few days, but often reply to and retweet fan photos or tweets. Green Mountain also does a bit more support, giving troubled customers solutions in their tweets. Green Mountain also posts content similar to their Facebook page, such as quotes and stories about ethical sourcing of coffee.

Caption: Tweet from @GreenMtnCoffee on Twitter

Alt text: Tweet screenshot from Green Mountain’s Twitter account

Green Mountain Coffee also posts coupons and offers and announcements of new and limited products.

Second Cup seems to post the same content as their Facebook page (text, photos, offers, etc.), however, it looks that Second Cup’s Twitter revolves more around the sharing of other’s content. From going through their most recent tweets, I see that they are retweeting more fan photos than posting their own content.

In regards to the 50/50 rule, Second Cup does not generally follow it. They mainly stick to their own brand, but a few times they have tweeted how their coffee is rainforest alliance certified with a link to learn more about this story. Green Mountain seems to follow the 50/50 rule quite well. They often post about the coffee industry, ethical sourcing/sustainability, and also, just like their Facebook posts, they share stories about personal moments and connections people have involving their coffee.

Both brands actively use hashtags in their tweets, but Second Cup seems to focus more on their own brand through #SCRewards or #SecondCup hashtags while Green Mountain posts #SundayFunday or #TipTuesday.

The most successful recent post from Green Mountain isn’t directly promoting their brand, it’s about how their fair trade coffee movement has benefited 150,000 people in Central America. I think that this was their most successful tweet because of their high efforts of sustainability and their fans seem to enjoy this type of content.

Caption: Green Mountain Coffee supports Fair Trade

Alt text: Screenshot from Green Mountain’s Twitter showcasing their work towards fair trade

Similar to their most popular recent Facebook post, Second Cup’s popular post is about their new types of coffee announcement. People were very excited to hear about this.

Caption: New beverage announcement on Twitter

Alt text: Second Cup announcing new Batch49 beverages on Twitter

Green Mountain Coffee has 44.3k Twitter followers and Second Cup has 9.6k followers. Their tweets both seem to get similar amounts of reactions (0-10 retweets, 5-20 likes). According to Moz bar, Second Cup has had 126 Facebook activity and 0 Google + activity on their page, whereas Green Mountain has had 332k Facebook activity and 126 Google +.