Tim Hortons & Maxwell House Coffee - Social Media Presence #2

2         Twitter Presence

This posting will centre on Maxwell House and Tim Hortons’s Twitter presence. Similar to the Facebook pages, a significant difference regarding post frequency is immediately recognized. Maxwell House’s last tweet was March 4 whereas Tim Horton’s was 36 minutes ago.  Tim Horton’s appears to post a minimum of 2 tweets a day versus Maxwell House whom inconsistently tweets with gaps approximately a month or two large. Again, an oversaturation of tweets regarding Maxwell House’s racing sponsorship is present on their page with little coffee-related content. Tim Horton’s last 25 tweet include: camp day content (new cups, selfie contest and video testimonials), long weekend tweets, sales, customer photos and summer activity tweets.

Within Tim Horton’s last 25 tweets, the one that gained the most attention (251 retweets & 770 likes) was regarding $1 Maple Chills (iced beverage). I believe this tweet was so successful because of its timing (the beginning of the summer season) and price – it is rare to find anything on a menu for just $1.

With regards to quantifiable data, a drastic gap is immediately recognized when examining the two brands.  Maxwell House has 752 tweets, 182 people it follows, 5149 followers and 810 likes.  Tim Horton’s Twitter stats are much bulkier with 47.7k tweets, 5060 people it follows, 577k followers and 6805 likes.  This is gigantic difference in stats is likely due to the difference in tweet frequency and content posted.  Tim Horton’s comes out on top because they are consistently tweeting and involving customers within their tweets which in turn works positively for their CRM.

Hashtags used within the last 25 tweets; Tim Hortons: #CampDay, #soCanadian, #May24 - Maxwell House: #MHRacing, #LetsGo, #RaceDay.

By Sheldon Samlall