Zaxby’s

Social Media Project

93.9 K followers
Time Frame:
02.02.2018 -
4.02.2018

Goals and objectives:

Goal: To gain a better understanding of what messages create the most viewer engagement.
Objectives: To increase the number of likes and retweets on Twitter by 15 percent within
five months.

Topics Tweeted About: Content Tweeted:

6%
Current Events 14 6%
Picture
32 %
Featured Menu Items 7
Words only
Grand Opening 17 Poll
56 %
Video
Other 12

Target aUDIENCE:
The overall target audience of Zaxby’s social media
Tweet with the most engagement sites are fans of the companies ranging in age from
14 to 45. However, on Twitter, they target more of
the younger audience, those under 25 years old.

Average # of likes/retweets
per content type:
Poll 5.7

3.3

90 retweets - 234 Likes Pictures 24.5

4.4

Words Only
31.4
10.9

Average # of likes/retweets Video

68.7
23

per Topic: Likes Retweets

Current Events 20.3
4.6

Other 67.8 Twitter strategy moving forward:

19.25 This month, the highest number of engagement shifted from pictures
to video. Because of this moving forward, Zaxby’s should try to post
Grand Opening 8.8
1.6 tweets that have some visual aspect like a video or picture. Word only
content received high engagement this month, but I believe that is
Featured Menu Items
25
6.4 rather due to the topics discussed in the tweets. On average, the topic
other received a far greater amount of engagement than any other
category. These were tweets like the one shown above, that were mostly
Likes Retweets humorous or creative but were not very specific to Zaxby’s.

Sources: all research was collected through primary research and designed by Madison Riley using Adobe InDesign