Blog Title: How to
(or not to) use Facebook for a Coffee Brand
Sub Title: A Look at Green Mountain vs. Second Cup’s
Facebook Pages
Author: Timothy Izzard
While looking at both Green Mountain Coffee and Second
Cup on Facebook, I notice that both companies have proper business Facebook
pages set up and are actively using them. Each of these brands post every 1 or
2 days. Second Cup seems to post content focusing more on their own products,
while Green Mountain posts different content, such as sharing memories with
friends and family with coffee or spreading awareness of their fair trade
beliefs. Each post from these companies attach high-quality pictures for a
higher engagement rate. Examples of typical images posted from each brand are
below:
Caption: Photo
Example from Green Mountain’s Facebook Page
Alt text: Green
Mountain Coffee Image with quote “coffee is the antidote for everything”.
Green Mountain Coffee posts pictures with a good-feeling
message on the picture. All pictures from their Facebook page use their own
branding in the corner as well.
Caption: Photo
example from Second Cup
Alt text: Photo of
“Batch49” coffee cup from Second Cup
Second Cup’s photos showcase their own coffee or other
products that they sell in their stores.
Generally, each brand is following the 50/50 rule in
regards to their social media posts by posting new content such as new products
or events while also posting about the community and what’s going on in the
world. Green Mountain Coffee posts a lot of content about fair trade coffee,
and includes links where a viewer can visit a website to learn more about fair
trade coffee and its impact on different countries around the world. They also
post content about Fair Trade Day, and Second Cup has posted content about
World Baking Day.
Each of these coffee brands tend to use hashtags in their
posts. Here’s an example from Second Cup’s Facebook page promoting their
beverage and rewards program.
Caption: Second
Cup sharing info about their beverages and rewards program
Alt text:
Screenshot of Second Cup Facebook post about beverages & rewards program
This was the most popular recent post from Green
Mountain. I think that this post achieved success because it contains an image,
is short and simple, and ties together coffee with Green Mountain’s belief of
supporting the Earth and the environment.
Caption: Green Mountain
often shares Earth-themed posts on Facebook
Alt text: Quoted
photo “Coffee beans. Otherwise known as Earth’s most essential element.”
This was the most popular recent post from Second Cup.
Second Cup achieved success from a new announcement and a chance to win a $50
gift card. People had to share, like, and comment in order to be entered for
this gift card draw, which spread this post all over Facebook.
Caption: Second
Cup announcing a new beverage on Facebook
Alt text: Second
Cup new beverage announcement on Facebook, image of a coffee cup
Green Mountain’s Facebook page has over a million likes,
while Second Cup has 99.8k likes. Green Mountain’s Facebook is set up as a
location, which allows people to leave reviews of the page as well. Green Mountain
also boasts that they reply quickly to messages on their page. Second Cup has
had 474k Google + activities (Moz did not calculate Facebook activity) and
Green Mountain has had 87 million Facebook activities and also has had 474k
Google + activities.
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