Tarte Cosmetics Analysis, Final Project


Maureen Kelly founded this company in 1999. The main goal that Kelly set out for her company was to create natural makeup that is actually beneficial for skin. The majority of Tarte products include minerals, plant extracts, and vitamins. Along with maintaining natural ingredients throughout Tarte Cosmetics, the company also maintains an eco friendly status and all of the products are animal testing/cruelty free. The main message Tarte gives to customers is to use products that are healthy and beneficial and to buy from a company that cares about what goes into the products.

Social Media Presence Overview

Snapchat: tartecosmetics

Twitter: @tartecosmetics

Facebook: tartecosmetics

Instagram: tartecosmetics

Youtube: tartecosmetics

Analysis and Evaluation

Tarte Cosmetics has four social media accounts. Each of these accounts have the same username which makes it easy for customers to find Tarte on any social media platform. Every account excluding the company’s snapchat account has the same profile picture and cover/banner photo, which gives Tarte a strong appearance regarding branding.

Starting off with Tarte’s live Snapchat account, tartecosmetics. This account typically includes different Tarte associates featured in Tarte’s snapchat story. The videos posted on this company’s story include Tarte’s makeup, special events, giveaways, new makeup releases, and etc.. This account stays up to date daily and gives customers an inside look on the company and the cosmetics sold.

Tarte’s twitter account, @tartecosmetics has 581K followers. Tarte follows back only 403 accounts and has 36.1K tweets. The profile photo and cover/banner photo for each account including Tarte’s twitter account can be seen below.

Twitter Cover Photo and Profile Photo
Tarte’s profile picture and cover picture

Tarte posts very frequently and the posts consist of a lot of photos featuring Tarte products, customer’s photos, gifs, and videos. The majority of Tarte’s twitter profile consists of free give away alerts, special Tarte hosted events, and news about newly released makeup. Besides the tweets about Tarte Cosmetics there are a lot of tweets involving customers or shout outs to Youtubers. Tarte is highly interactive with customers, the Twitter page has a large percentage of retweets from customer accounts and of customer posts involving photos of their Tarte makeup. These retweets typically show up every other post on Tarte’s Twitter account. This Twitter account also throws in a few comical tweets involving funny pictures, which can attract more viewers.

Tarte's Twitter Account
A tweet from Tarte Cosmetics Twitter Account


“Tarte Cosmetics” on Facebook is similar to the Twitter profile. This Facebook account has 1,090,570 followers and 1,099,578 people like the page. Tarte’s Facebook posts are very frequent, at least one every day. This profile consists of photos, videos, or customer photos/videos. The posts are mostly pictures of Tarte’s cosmetics and new products, videos of customer’s makeup tutorials using Tarte, events hosted by Tarte, or information about free giveaways. There are also some posts that show how Tarte is a very ethical company and shows that the company feels strongly about eliminating animal cruelty and helping animals in general.

Tarte Cosmetics is highly interactive with customers on the Facebook page. Not only does Tarte post videos and photos of customers, but the company also replies to customer’s comments whether they are negative or positive.

Tarte Cosmetics Facebook Responses
Tarte Cosmetics responding to a customer

Tarte’s Instagram known as @tartecosmetics has 6.8M followers. The company follows 104 people and the profile has 5,550 posts. Tarte posts very frequently, there are multiple posts per day, typically 3 or more. Every post by the company receives a lot of likes and comments. Posts receive 30K up to over 100K likes. Regarding comments the posts range from 30 comments up to a few hundred. Tarte’s Instagram page mainly consists of colorful, creative photos and some short videos. These photos include advertisements of the cosmetics, photos of customers featuring Tarte Cosmetics, and the occasional comical pictures.

Tarte’s customer interaction on Instagram is a little less than the other accounts, but the company still posts a lot of customer’s photos/videos.

Tarte Cosmetic’s Youtube account is fairly popular with 109.979 subscribers. The posts on Tarte’s Youtube account aren’t as frequent as other social media accounts, but the company posts at least once or twice per week. This account’s posts consist of videos. These videos give customers an inside view of Tarte Cosmetics as a company. The videos include Tarte associates setting up for events, giveaway videos, tutorials for customers, and customer given tutorials. Tarte Cosmetics is fairly interactive with customers on the Youtube page. Tarte replies to customers within the comment section, features customers on the Youtube page, and Tarte does a lot of giveaways to customers.

Tarte has an effective, ethical, and interactive social media usage as a whole. Tarte posts are appealing and include customers which creates an interactive experience with all Tarte users. Tarte’s overall main message is highly ethical, it states that the company cares about the ingredients in their cosmetics and the company focuses on creating natural and beneficial makeup for customers. Tarte also features ethical posts about foundations they are involved in or some of the causes Tarte cares for and helps take action with, for example Tartle the sea turtle shown previously. The majority of Tarte’s social media accounts are very interactive and customer friendly. Tarte is always answering customers or reaching out to customers that have had a bad experience. The company also posts a lot of customers with photos or customer videos/tutorials.

When searching “Tarte Cosmetics” the first website that shows is Tarte’s official website and then the following websites include websites of companies that Tarte is sold at such as Sephora or Ulta. The rest of the websites that come up are all of Tarte’s social media accounts. Overall Tarte has a good digital footprint and the most helpful and important information comes up when Tarte is searched.

Commendations and Recommendations

Overall Tarte Cosmetics is doing great with the company’s social media usage and digital footprint. The company is very interactive with customers which is key to having a great customer service. Tarte is also a very generous company and throw a lot of events and hold a lot of free giveaways. Tarte Cosmetics is very involved with the company’s customers and the company features a large amount of their customers within Tarte’s social media accounts. Tarte also has a very ethical mission statement and is involved in a lot of foundations/charities. This company is definitely still developing and will eventually reach more and more cosmetic users. Currently this company is doing great with social media usage. I recommend that they don’t do anything differently. To improve this company’s social media presence and digital footprint I would say the company should remain highly interactive with customers and continue to hosts events in order to get the company known to more people.

Case Study #3 – Social Media Usage


Wendy’s was founded in 1969 by Dave Thomas. It is a fast food restaurant that has recently been booming on social media. Wendy’s Facebook page has 8,409,835 likes and 8,052,120 followers. Wendy’s Twitter account or @Wendys has been going viral as of recently with 102K tweets and 1.92M followers. Wendy’s only follows back 1,258 users and the list consists mainly of other companies or celebrities. This fast food restaurant has a massive amount of followers but joined not too long ago in July of 2009. Wendy’s Instagram account has 199 posts that consist of colorful, clean, and happy pictures of their food and beverages. This social media account has 552K followers, but only follows back 35 users which is a very low number.

wendys instagram
Wendy’s Instagram Account



Starting off with Wendy’s Facebook profile picture, it is the Wendy’s logo against an almost tinfoil looking background. Next to its profile picture Wendy’s cover photo consists of multiple photos collaged into one. These photos consist of step by step scenes to making one of Wendy’s sandwiches. Fresh looking meat and other ingredients are featured. The first picture is an empty bun, then the cheese, hamburger on the grill, and etc.. The about tab to this Facebook page gives the company’s general information such as the founded date, price range, contact information, and company overview. The about tab also includes a message from Wendy’s that describes what the Facebook page consists of and then these two paragraphs go into to asking the best from Facebook users/customers. Wendy’s ask for every follower or commenter to stay positive and not be inappropriate. Following this message the company’s privacy policy is spoken about and linked below. 

Regarding the Facebook account’s content the posts have around the same likes so I wouldn’t say any popular posts are featured or stand out from the rest. Wendy’s posts mainly consist of advertisements of their food/drinks, special offers or deals, events sponsored by the company, and old/new advertisement videos. There are a lot of photos and video footage in every post and occasionally there are links to any events sponsored by the company. This Facebook page consists of original posts made by Wendy’s, there are barely any shared posts. Wendy’s follows a short list of other pages that include other companies, celebrities, and organizations. There is generally a few hundred comments, but there is always thousands of likes on each post. The comments are generally mixed between positive and negative. A lot of the negative posts consist of unsatisfied customers with photos of their poorly cooked meals, videos of poor customer service, or making negative posts against the company. One thing that is clear is that Wendy’s usually replies to every unsatisfied customer. The company will start their response with agreeing with the customer, apologizing, and then seeking the customer’s contact information so Wendy’s can resolve the situation or offer something for the customer’s inconvenience. The audience interaction is definitely high, there are a lot of comments from customers whether they are dissatisfied or happy. Some of Wendy’s loyal customers even stick up for the company from time to time in the comment section. 

Wendy’s Facebook page clearly shows that they provide good customer service and try to touch base with every unsatisfied customer and that is an extremely important part of having a company. There’s not much this company needs to work on regarding the Facebook account. The advertisements are effective, colorful, and intriguing. One thing this company might want to do is follow a few more pages to show to customers that Wendy’s supports other businesses, people, or charitable organizations. 


Wendy’s profile picture for Twitter is the same as the picture for Facebook. This photo is the Wendy’s logo with a tinfoil background. The banner image for this account is the same photo for Wendy’s cover photo on Facebook as well. The bio for this account is comical and mentions how the company’s food is better than an average fast food restaurant.

wendy's twitter bio
Wendy’s Twitter Bio

One of Wendy’s most recent popular tweet was one from a customer pleading for a year of free chicken nuggets. Wendy’s replied to this customer and said to get a free year he would need 18 million retweets, and he did receive that many so the company gave him nuggets for a full year. #NuggsForCarter went viral. 

a man needs his nugs
Wendy’s Response

Other than this recent tweet Wendy’s tweets are generally popular with likes and retweets. The company’s tweets are original and written by Wendy’s. The tweets involve lots of photos, videos, and gifs that advertise food, beverages, and special offers.  When Wendy’s occasionally retweets it is usually posts that involve them. For example social media famous Youtubers were sponsored by Wendy’s and released a video of them reviewing and eating the company’s salads while playing a game. Wendy’s tweeted about them and retweeted them. During the #NuggsForCarter Wendy’s account retweeted lots of other accounts such as Google, and @TheEllenShow. 

The audience interaction with Wendy’s Twitter account is extremely interactive. @wendys gets tweeted at a lot by customers and similar to Facebook the company responds and asks the customer to privately message Wendy’s if they are unsatisfied. Wendy’s also tweets back to other companies, or even to be a little comical towards customers such as Carter who received free “nuggs”. Thousands of people retweet Wendy’s posts but the favorites usually outweight the retweets in most cases. Wendy’s typically only retweets posts related to the company or if there is a social cause that the company believes in. 

Wendy’s Twitter account is doing very well and doesn’t need much work. The company shows a personal and funny side to customers through some of their tweets which is important and creates Wendy’s to become more popular.


The profile picture for this Instagram account is different from the other two social media accounts. The profile picture is the same Wendy’s logo but with a white background. The bio for this account is positive and talks about how the company serves fresh food.

instagram bio wendys
Wendy’s Instagram Bio

Wendy’s photos generally get a few thousand likes and the same amount with the short videos/advertisements that are posted. These short videos only get a few thousand likes but they tend to get up to 35K views. 

Regarding the audience interaction there aren’t ever too many comments on each post. The most a photo or video will get in comments is a couple hundred, but generally the comments are either 100 or below. Based off of the first 10 posts on Wendy’s Instagram account the comments are mixed between positive and negative, but in the majority of the posts the negative outweigh the positive comments. This social media account is the least interactive. Wendy’s rarely ever appears in the comment section. 

Instagram is definitely the least interactive social media account Wendy’s has. This company should start replying to customer’s on this social media account as well. Also instead of only posting professionally taken photos/advertisements Wendy’s should include real customers enjoying their meal. The company could hold a small competition and choose a winner every month and post the winner’s picture of them enjoying a Wendy’s meal or beverage. This competition could be another way Wendy’s could become more interactive with the customers on this account. 


After analyzing all three social media platform, Wendy’s Twitter account is definitely the most interactive. This social media platform shows a funny and playful side to Wendy’s which creates a more popular and relatable image for the company. Also on this account Wendy’s replies to a lot of customers and other companies. This social media platform is also very appealing with pictures, videos, and retweets. A lot of Wendy’s tweets have went viral so this fact also makes the account appealing to see what’s next for the company and audience interaction. Wendy’s Instagram account is also very appealing. The photographs are colorful, clean cut, and pleasant to customers but this account needs some work done when compared to the other two accounts. 

Case Study #2, Adventure Blog Review


The Planet D is a travel blog based around an adventurous couple’s lives, Dave and Deb. Both Dave and Deb contribute to this blog and they fill it with their own travel tales, tips they have for travelers, or ways to inspire people who want to become travelers. The couple’s motto is “adventure is for everyone”. Their travel lifestyle began in 2008 and Dave and Deb have been very successful with their adventures and blogging ever since. 



The opening layout of this blog is very welcoming and has the two bloggers as the very fist thing a viewers sees. There is a lot of photography used throughout the layouts which is eye grabbing. The photos are amazing and colorful. There is not a lot of words thrown on the layout, the majority is pictures and/or videos.

The Planet D: Home Page

The header includes a photo of Dave and Deb along with their shortened back story and motto. The header also allows the viewer to watch some of their travel videos or “Get Started Now” to begin reading categorized travel blogs. 

Above the header there are multiple pages the viewer can click on. Some of these pages include an “About Us”, “Travel Tips”, or “Destinations”. Each of these pages are filled with information, photos, and blog posts.

Below the header there are four options: “Discover”, “Top Posts”, “Imagine”, and “Explore”. Each of these options have pictures and/or videos below them. The pictures/videos are links to different posts. 

At the bottom of this blog is an organized footer. The footer has multiple options for the audience. These options include links to follow the blog on multiple social media accounts, a search bar, an option to subscribe, and an option for viewers to partner up with Dave and Deb and advertise/sponsor the blog. Following these options the same pages above the header are also listed below the footer. 


There is a countless amount of posts in this blog that are based around multiple different topics. Each blog post includes multiple photos with a caption underneath each one. A lot of the blog posts also include links to other websites that have more information on a specific site or destination. Also within the a lot of the posts there are links to other posts. For example: Read: 19 Photos That Will Make You Want to Visit South Dakota

Another noticeable feature that is included in the majority of the blog posts is advertising. There are advertisements for hotels or plane tickets. 

The top three posts on The Planet D are: 

The “About Us” page features an interview youtube video of Dave and Deb that is about 5 minutes long. Along with this heartwarming video Dave and Deb go into detail about their relationship and marriage. This couple reveals how they felt stuck and bored with life and eventually discovered their passion for traveling. Dave and Deb have created an amazing and exciting life full of adventures and this page goes into talking about how they have created their blog to inspire anyone who wants to create an adventurous life for themselves. Their backstory is truly inspiring and they are both extremely passionate and caring for this blog. 

Dave and Deb’s blog has 188,116 just on Facebook, 130,000 followers on Twitter, and 190,000 followers on Instagram. This blog is extremely popular and followers are always anxious to see where the couple goes next. 

The most significant part to each blog post are the photos. Each post has a featured image and multiple photos that give a viewer an inside look. At the end of each blog post there are some advertisements, other posts a viewer might enjoy, and more ways to stay connected to Dave and Deb’s blog through social media.

screenshot blog2
End of post on The Planet D



The Planet D is an exciting, visually pleasing, and inspiring blog. There are countless topics that each blog post is written about. Dave and Deb’s blog offers amazing travel advice, hidden destinations, and interesting travel stories. 

The layout of this blog is extremely pleasing to the eye. A lot of well taken photography is used to feature each blog post. There are a lot of colors used throughout the layout, needless to say nothing is bland about this blog. Dave and Deb’s beliefs and motto really show through the layout and design. Regarding the navigation it is fairly easy to move throughout this blog, but there is definitely a lot to choose from. One downside to this blog is the advertising throughout the pages or posts. Sometimes advertising takes up too much room or turns off a reader. The layout is uniquely designed and proves to viewers how much Dave and Deb truly love traveling. 

The content of this blog is extremely helpful, interesting, and exciting. Every single blog post has some advice or beneficial information to offer regarding traveling. The titles to each post are interesting and sometimes ask questions which grabs a readers attention. Dave and Deb have become pro travelers and have a lot of secrets, stories, and tips to share so this blog can please multiple types of readers. The Planet D is a popular and fast growing blog that is very fascinating.  



Healthy but Heavenly

My family has been driven by healthy/organic food for around 6 years now. This life change occurred right around the time my sister, Rebecca, graduated college and moved back home. She had taken a few classes that focused on nutrition and what “normal” foods contain versus organic foods. After my sister labeled herself as an expert she began to change my family for good and our grocery list permanently.

There are definitely both pros and cons of only eating organic food.

Some of the pros include:

  • No harmful ingredients
  • Having a healthier diet
  • Straying away from GMOs

While some of the cons include:

  • A more expensive grocery trip
  • Not being able to find tasty organic food

One of the main cons I have personally struggled with has been not being able to find yummy organic foods. My mother, Pamela, is a wizard. She finds the organic version to anything. I love Cinnamon Toast Crunch, but my mother shrieked at the ingredients so she now buys an organic version of this cereal. Although she finally found a similar organic cereal I have to say the taste is definitely not that great. I was a little disappointed throughout this change until my sister introduced the family to a restaurant called Flatbreads.

Flatbreads is located in Bedford, MA. There is a lot to say about this restaurant. The food, the waiters, and the environment is extremely authentic. Everything is rustic looking from the glazed wooden tables and chairs to the multiple gigantic rock beams posted into the ground. The ceiling contains over a dozen hand crafted glass blown sculptures as chandeliers. Regarding the waiters and waitresses, everyone is unique, genuine, and friendly. Even Flatbread’s menus are authentic and designed by customers!fbs menu

All of the food is all organic and/or locally produced. The menu includes a variety of salads and pizzas including the special pizzas that change weekly, and of course there is a lovely dessert menu. To see Flatbread’s authentic environment up close click on the link!

My family goes every Friday to Flatbread’s and our original favorite pizzas are the Jay’s Heart and the Punctuated Equilibrium. The Jay’s Heart pizza is a yummy cheese pizza with herbs, and the Punctuated Equilibrium includes goat cheese, peppers, and olives. They are both delicious. In the picture shown below the Punctuated Equilibrium is up top and a weekly special buffalo chicken pizza is underneath. fbsAny restaurant I got to I’m always interested in the dessert, and Flatbread’s never disappoints me. The dessert menu is definitely simple with not too many options, but around the holidays or special events the menu gets altered or new dishes are added. I usually get the whoopee pie and it comes with ice cream, whip cream, and hot fudge. At one point there was a maple syrup whoopee pie and it was the most amazing dessert I have ever had. Maple syrup was served on the side of this dish and it was definitely extra sweet, but I was obsessed and repeatedly ordered it until it was taken off of the menu!

Flatbread’s is known for a welcoming feel and amazing food. I love going here, and I’m excited each time. My family and I are now weekly visitors so we have even developed relationships with some of the waiters and we feel at home! I don’t think I’ll ever get tired of eating organic with Flatbread’s around!