Connor Mcgregor

Connor McGregor is one of my all time favorite fighters and from his first fight in the UFC I knew he was going to be big. He is really one of the most cocky people In the world and has talked his way into fighting Money Mayweather from living in the basement of his girlfriends parents house less than 10 years ago. He has 5,908,502 followers likes on Facebook and most of his posts are shared off of Instagram. While he only follows 450, he has over 15 MILLION followers and 1153 posts. His most recent picture has over 1million likes. Connors twitter is all about him which is funny because he has a bigger ego than Kanye West. Like Instagram, he follows 500 people and has over 4.5 million followers. Connor started from the bottom and worked hard to achieve a career in the UFC. At one point in his life he was collecting welfare from the government. A buddy introduced him to MMA and fell in love with the sport. Today Connors net worth is over 35 million and is only going up. He is set to make atleast $50 Million in his upcoming fight against Mayweather and will be set for life. Could you imagine making that much money to dance around a boxing ring for a few rounds. No matter how the fight goes, even if he loses, he’s still winning big time. All of his social media names are @TheNotoriousMMA

His Facebook profile picture is him holding one of his UFC title belts and his headliner is a picture of him with his nickname “The Notorious”. All of his recent posts are of him promoting the upcoming fight between him and Mayweather. This fight is going to be the biggest fighting event in boxing history. He has a ton of comments on every post mostly positive but a few negative ones slip in once in a while. He does not respond to a lot of things just posts a lot. In his about me section, he has a short biography about his fighting career and all of his achievements. Today is actually his birthday. He is also the first Irish fighter to hold two consecutive belts in different divisions. his five recent posts he has anywhere from 50k to 200k likes and thousands of comments. Connor is 100% irish and hails from Dublin.

Connors twitter picture and headline is of him holding both of his UFC title belts and celebrating with the crowd. His bio reads, “Two division UFC World Champion. Two division Cage Warriors World Champion. Making history EVERYDAY!!”. He dosent retweet often, but when he does its usually an article or picture including him in the headline. He has just over 6,000 tweets and joined in 2011. Just like with Facebook, he does not communicate much at all on social media unless is is talking to a really big celebrity. All of his social media accounts seem to be linked because all of the same photos are on there but there is a few different ones on each platform.

Connor seems to like Instagram the most, having over 1,100 posts mostly all about himself per usual. He’s posted over 30 times in the last 5 days and isn’t slowing down with the posts. His bio contains his website and bio reads “The face of the fight game”. His most liked photos and videos are of him either knocking someone out, having one of his belts, or recently him and Floyd Mayweather.

I think Instagram is his best social media account simply because all he does is post photos and what better of a site to do it on than Instagram. I assume because he’s always busy and so famous he docent really communicate with fans but interacts with all of us by posting multiple times a day. Connor is a legend working his way from the streets to making millions in one fight and showed us all how fast life can turn around for someone. This fight with Mayweather is on pace to be the biggest fight in history and the price to see it is $90 which is a lot for a fight. most people are going to have parties and split the cost of the event. Like I said before, no matter who loses this fight both of them still win because they’re pocketing over 50 million. Both of them are most likely going to retire and never fight again.

Facebook. Instagram twitter




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Case Study #3 – The Young Bucks


The Young Bucks are the professional wrestling tag team of real life brothers Matt and Nick Jackson, and they have tremendous social media presence. The success they’ve had in professional wrestling is owed as much to their social media prowess as it is to their superkicks.

Their Facebook page is at, and they have 54,741 likes. On Instagram, Matt is @mattjacksonyb. He has 1,625 posts, 125K followers, and follows 216 users. Nick is @nickjacksonyb, and he has 1,426 posts, 109K followers, and follows 284 users.

Matt and Nick have separate Twitter accounts. Matt is @MattJackson13, and Nick is @NickJacksonYB, and both their display names are “The Young Bucks.” Matt has 178,000 Twitter followers, follows 754 users, and has 19.4K tweets. Nick has 167,000 followers, follows 593 users, and has 16.5 tweets. Matt joined Twitter first in April 2009, and Nick followed soon after in July 2009.



The Young Bucks profile picture on Facebook is a photo of Nick and Matt flexing in their matching entrance gear: custom printed tights and jackets covered in a pattern of their own faces and with tassels on the arms and boots. It’s intentionally garish. The cover photo is their finishing move – the “Meltzer Driver.” The finishing move was named tongue-in-cheek after influential wrestling journalist Dave Meltzer.

The About Page includes their email, their Instagram and Twitter accounts, and a link to their website They list their affiliated promotions and factions, including that they are the Elite members of popular faction The Bullet Club. Their bio is simply “we’re a real life brother tag team that travels the world to wrestle.”

Most of the content are photos, and they post videos from their YouTube series “Being the Elite.” Being the Elite is a hybrid show that is part road diary/part comedy series where they tell ongoing stories with the other Bullet Club members. It’s an example of how pro wrestling blends fantasy and reality, and it also is a way for them to tell a story across all the different wrestling promotions they work with. Without YouTube, all of the catchphrases and memes the Young Bucks have popularized may have never taken off.

Many of these episodes are centered around their social media celebrity, such as a recent episode where they promised to release Kenny Omega’s private Twitter DMs if they hit 100,000 YouTube subscriptions while Kenny is uncomfortable with the exposure (parodying some recent WWE controversies).

Popular posts are photos with fellow Bullet Club/Elite member Kenny Omega (an incredibly popular wrestler with New Japan) or posts about their recent deal to sell Bullet Club shirts at Hot Topic stores. A photo of the Young Bucks reclaiming the ROH Tag Team titles received 3.3K likes and is one of their most popular posts.

Tag Titles

Their posts gets dozens of comments with fans leaving praise, posting fan art, and sharing selfies they got with the Young Bucks at local shows. Matt and Nick will answer questions about merch availability or when they will return to a town. The comments are overwhelmingly positive. Surprising, because wrestling fans can be real jerks sometimes.


MattYB Twitter

Matt and Nick’s Twitter profile and cover photos are similar – the profile is a shot of them individually, and the cover photos are of them together, although Nick’s cover photo includes Bullet Club Elite leader Kenny Omega. Both their bios mention they are wrestlers and Bullet Club Elite members. They include links to Facebook and their website.

The Young Bucks shine on Twitter. They frequently engage in Twitter chats with other wrestlers that build and continue storylines. This is vital for independent wrestlers who are not on cable TV every week.

One of Matt’s most popular tweets says “I’m a YouTube character 1st, Wrestler 2nd. Get it right. Wait. T-shirt Salesmen 2nd, Wrestler 3rd. Wait.” This may be a popular tweet because it recognizes how important social media is to their success. They aren’t necessarily the best wrestlers (subjective art form), but they draw a crowd, get clicks, and make money.

Another of their most recently popular tweets is a GIF of an extreme Meltzer Driver they performed in honor of Dave Meltzer’s father who had passed. GIFs perform well for them because they show off bite sized clips of their matches in an easily digestible and shareable format.

Most tweets are original. They retweet each other and the other Bullet Club members, but they favor quote retweeting over replies to display comments to their audience. They tweet 3-5 times a day, usually to comment on something in the wrestling industry, promote merch, or discuss the latest “Being the Elite” episode. Their dominant tone is humor.

They answer practically any question posed to them (especially if it is “where can I buy your shirts?”), and join many conversations that tag them.

Comments on Twitter are a little more negative than Facebook. More traditional pro wrestling fans think the Young Bucks are “killing the business” by not taking the art of wrestling seriously enough and doing too much comedy and acrobatics

Recently, they have extra heat from fans of the WWE tag team The Revival after the Young Bucks and former-WWE wrestler Cody Rhodes started an “F the Revival” meme (#FTR). The Revival’s slogan is “No Flips, Just Fists,” which is surely a reference to the type of wrestling traditional fans would prefer. This makes them a perfect feud for an indie team like the Bucks. Twitter gives the opportunity for these two tag teams to interact with each other in a way that WWE would never allow otherwise.



Matt and Nick’s Instagram profile pics are shots of them in ring. Matt’s profile links to their website, while Nick’s links to his Twitter account. Both bios state that they are husbands, fathers, and pro wrestlers.

They post the usual photos from their matches, merchandise photos, and “Being the Elite” screencaps. However, they also post a lot of pictures of their wives and children, which are barely mentioned on Twitter or Facebook. I suspect they see Twitter as a way to be in character and Instagram as a way to be themselves.

Many of the photos with their kids are taken while they are shopping. It’s interesting that these photos are in mundane moments, and I wonder if they document these times because they learned to appreciate the small moments since they are on the road so often. The image they present on Instagram is that they caring fathers who love spending time with their family, which fits their image as a team of brothers.

One adorable Instagram post is Nick’s daughter performing a superkick, It’s too sweet!

All their posts have very high like and comment activity from their audience. Their Instagram posts also tend to have between 5,000 to 10,000 likes. Twitter likes were not often more than 1,000, so it’s interesting to see how Instagram’s engagement operates in such a markedly different way, especially since there are fewer followers on Instagram.


While Instagram leads in raw “likes per post,” The Young Bucks connect with the fans best through Twitter. They chat with their fans, it’s the best place to see when they will be performing next or catch highlights. It’s also a way to follow their “fiction” when you can watch their real time interactions with other wrestlers.

The Young Bucks are an example of how social media can be used to circumvent the barriers of an old industry to make a name and a career. Many wrestlers have followed their lead, and a rich social media reputation can lead to bigger opportunities when fans demand their local promotion give them the chance to see the latest trending wrestler with their own eyes.


Kim Kardashian West.

The celebrity I decided to write my case study about is Kim Kardashian West. I chose to write about her because she is a celebrity that loves to actively use social media and has a very large fan base on each account she uses. Not only is she a reality TV personnel but she runs many different companies with and without her sisters. Her most recent is a beauty make up line by the name of “KKW Beauty” in which she is selling crème contour kits. Kim has a Facebook page, Twitter page, and an Instagram page. Kim’s Facebook link is and she has a total of 30,147,051 likes and 29,198,205 followers. On Twitter, her user name is @KimKardashian. She has 54 million followers but, only follows 106 people. Kim joined Twitter in March of 2009 and has tweeted 23,664 times. Her Instagram user name is the same as the rest, KimKardashian, and she has 101 million followers on Instagram which is the most out of all her accounts. Just like Twitter, she only has a select few people she follows, which is a count of 108. On Instagram, Kim has posted 3,883 pictures and/or videos.

The content on Kim Kardashian West’s Facebook page is mainly promoting her businesses. There is a lot of picture and video posts explaining how to use her new crème contour kit and other posts as to dates when the product will be released. There are also other posts for dates of other items that will be released, such as her collaboration lip gloss kits with her sister Kylie Jenner. When she is not sharing posts with her fans of products and release dates, she shares pictures of her children and family. Her profile picture is one of herself, modeling her new crème contour kit (the caption reads: KKW BEAUTY Crème Contour and Highlight Kit coming 6.21 KKWBEAUTY.COM) and she does not have a cover image. Kim follows only 10 people on her Facebook page and it is all her family sisters, her mother, E!News, and the Keeping Up With The Kardashian Facebook page. Kim does not share much in the “About” tab. She has a link to her website and has a link to her blog, which is actually part of her website, and twitter. She does however share with us one quote which reads “where I’m meant to be…”.

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As I took the time to analyze her Facebook page, I realized that her profile is mostly advertisement for her companies. Above I shared one company Kim Kardashian West owns herself and a collaboration she did with her sister Kylie for lip gloss kits. She also has owns a company with her husband, Kayne West, called “Kids Supply” in which she has shared pictures and videos with her fans of what the kid’s clothes and shoes look like and what sizes they come in, as well as release dates. Kim also owns her own game for cell phones which is called “Kim Kardashian Game” which you can download in the app store, which she shares posts with her fans for that as well. Another business Kim owns for cell phone is an app called “KIMOJI” which is an emoji pack for texts with multiple different pictures. You can also buy merchandise from the KIMOJI business such as cell phone cases, sandals, hats, shirts, ect, which is also promotes on Facebook. When Kim is not promoting all of her businesses she owns, she shares posts with links to her blog. In each post she writes, it almost always will contain a picture of a video and some type of link to access what it is she’s promoting at the time.

I think Kim’s Facebook page is actually very useful for her because she uses it all for advertisement. She shares very little about her private life on there however, she does use Twitter and Instagram for that. One thing I do think she could improve on Facebook is make more of an effort to reach out to fans by following them or answering back to comments. Speaking of comments, she receives a lot of them on each post. The most recent 5 have 540, 110, 603, 114, and 418. The one with the most comments ironically is a picture of her daughter Norths dog. I think that is ironic because out of the other 4 posts it was all promoting her business and the one post about something personal to her has the most comments. I did also notice that most of the comments on her picture are very negative and hateful which is very unfortunate.

On Kim’s Twitter profile, she has the same photo as her Facebook does and no banner. Her bio includes a link to the app store to download her “Kim Kardashian Game”. Her most popular tweets are all written by her. Just like Facebook, she is using Twitter to promote her business. She tweets different pictures and videos of clothing from her and Kayne’s clothing line and pictures of her crème contour kits. However, on Twitter, she posts more photos for fans to get an insight to her life. She tweets photos of her daughters favorite clothing and tweeted a birthday shout out to her niece, Penelope.

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Kim interacts a lot more on Twitter with her fans than she does on Facebook. She re-tweets certain things fans tweet to her and will also write back to them. When Kim tweets back to her fans, it’s always responding back to nice tweets and she is very nice and professional right back. When analyzing her Twitter I never saw her retweet any mean tweets however, I did notice that she only has 5 liked tweets and one of them was a mean one.  I think Kim’s interactions with her fans is great. I think something she could do better though is tone down the promotions.

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Kim’s profile picture on Instagram is the same as her Facebook and Twitter profile. Her bio this time includes a link to her KKW beauty website. I like Kim’s Instagram the best because she shares a lot more personal photos on here than she does anywhere else. She posts a lot of pictures of her family which includes her husband, daughter, son, sisters, mother, brother and many pictures with friends. However, she still does a lot of promoting on Instagram as well just not as much

I think what she does well in this situation is showing the world that she’s not just all about business she does have a real life, too. Something I think she needs to improve on is interacting more with her fans because she doesn’t do so on Instagram. When reading the comments on the most recent 5 pictures, I noticed that in this case it was actually a lot of spam. Here and there when you can get past the spam, there were actually good comments unlike her comments on Facebook. She gets the most likes on her Instagram photos than any of her other social media websites and I noticed that the pictures with the most likes are the ones that include her children or nieces and nephews (guilty of being one of those likes!).

After analyzing all of Kim Kardashians social media profiles, I’ve learned that she is the most successful in interacting with her fans on Twitter. I think that the way Twitter is set up with only allowing people to write 140 characters makes it easier for her to do so unlike Facebook and Instagram where you can write as much as you want. The social media profile Kim has that is most appealing is her Instagram. I think with Instagram, the fact that she can post a single photo or video and reach out to her fan base is huge. Yes, she promotes her businesses on Instagram too but the photos she chooses to post for it are more appealing than seeing them on Facebook and Twitter. All in all, I think that Kim is using all of her social media profiles in the correct way which is – promoting her business and at the same time reaching out to her fans.

Miley Cyrus


I decided to do my case study on a celebrity I have been a fan of for a very long time, Miley Cyrus. As a child I loved Hannah Montana, and as she evolved from there I went with her. She is very inspiring to me because she is not afraid to be herself and stand up for what she believes in. On Facebook, her URL is and she currently has 46,176,746 likes, which is crazy. On Twitter, her user name is @MileyCyrus. She currently follows 372 accounts and has 34 million followers. She has tweeted 8,623 times since joining Twitter in March of 2011. Finally, on Instagram, her handle is @MileyCyrus. She follows 510 accounts and has 69.4 million followers, with 6,354 posts total.

The first platform I am going to evaluate is Facebook. Her profile has evolved over the years, and right now she has a pretty headshot as her profile picture. Her cover photo is promoting some of her new music, called “Inspired.” It shows her laying in the grass, which is appropriate because her image nowadays is of a nice country girl. She looks very innocent.

Miley does not have a lot of information in the “About” section of her Facebook profile. She has only listed her basic information, such as her music genre, hometown, record label, gender, and location. In the biography section, she only lists the bare-bones of what she does (“Singer, Songwriter, Philanthropist, Entertainer, Actress”) and promotes some of her new music. I think this is a good way to show her fans what she does without boring them with a long description.

Her most popular posts are definitely the posts promoting her new songs. She did get some good attention on some selfies and some memorial posts, but for sure what garnered the most was her new song “Malibu.” Most of her posts contain either a photo or video, which I like because they are engaging, and all seem like they are written by the singer herself. Also included on the page are links to her Vevo, Newsletter, Instagram, and Twitter. She has liked a few other pages on Facebook, but most of them are either foundations or big corporations. There is also a lot of audience interaction on her page. He acknowledges her fans in tribute videos and there are countless comments on all of her posts. Most of the comments are positive because she just gives out a positive vibe. I think most of the page is very well done. It is all her original content, and she posts regularly. The only way I think that it could be improved is if she were to reply to fan comments in the comment sections of her posts. That would seem more personal to me.

Miley has the same exact cover photo and profile picture on her Twitter as she does her Facebook, which is not surprising. In her “About” section, she keeps it short and sweet. She promotes her new music that is available on iTunes, and has a link to music streaming website Spotify. She also links the Twitter handle of her philanthropic foundation, Happy Hippie Foundation. The mission of this foundation is to help homeless LGBTQ youths. Finally, she has a link to her main website. Her most popular tweet is her pinned tweet, where she has a photo of herself and a link to her new song “Inspired.” Her tweets contain mostly photos, with the occasional video and sometimes just text, and are all written by her.

Miley always makes sure to acknowledge her fans, even though she does not directly respond to tweets. She tweets about her fans, though. People tweet at her all the time, because she has a huge fan base. She mostly retweets tweets that relate to her in some way, and all of her posts are positive and generally have an upbeat vibe to them.

On Instagram, Miley’s profile picture is the same at it is on both Twitter and Facebook. I like that it is consistent, but it would be nice to switch it up between platforms. In her bio, she promotes her new music “Malibu” and “Inspired.” I think promoting in this way is a good tactic for marketing because this way all of her fans know what she is doing and where to find her new music. Her most popular posts on this platform are generally selfies. She has a very cheery looking face, and her fans are very dedicated, so this does not surprise me. I also feel that in some way, Instagram was partly made for selfies so she is using it to her full advantage. The most popular videos are selfie videos as well, of her just doing her thing and being goofy. I think that most of her page is very well done, but as I said before, I think that it may be a good idea for her to switch up her profile and cover photos between platforms. It will keep people on their toes in my opinion. The audience also participates a lot by posting lots of comments on her photos and videos, but generally they are all very positive. She has a good fan base and calls them “Smilers,” which is a good indication of their disposition.

I think that Miley is most successful with interaction on her Instagram account. I feel like this is the platform where we get to see the most of what she is really like. We can see this on the other accounts too, but it shows the most on Instagram. She does not interact with fans directly on any of her accounts, but we still get to see what she is really like as a person. I also think that her Instagram is her most appealing account. I like how it is all visual and we really get a look into her life, whereas her other accounts have some different forms of media such as text-only posts. I think that Miley’s social media accounts are overall very well done.

Case Study #3: David Gray

David Gray is an English singer-songwriter. Gray started his career in 1992, released his first studio albums in 1993 and 1994, and finally gained worldwide recognition in 2000 after the release of his fourth album and my favorite, White Ladder.

David was born on June 13, 1968 in Sale, Trafford, England, United Kingdom. His genres include Rock, folk rock, folktronica and his instruments include vocals, guitar, piano & keyboards, and harmonica. Gray has signed with the folowing labels Hut, IHT (founded and owned by Gray),  Polydor, MapleMusic Recordings (Canada), Kobalt[2].


  • Facebook:
  • 441,345 Likes on Facebook
  • Twitter: @DavidGray
  • 223 thousand followers on Twitter / Following 47 Twitter users
  • 1,870 Tweets
  • Joined Twitter in March 2009
  • Instagram: davidgray
  • 20.1 thousand followers on Instagram / Not following any Instagram users
  • 938 Instagram posts


David Gray FB

David Grays Facebook page is full of content related to his concerts, public announcements regarding new releases and upcoming tours, worldwide performances, and numerous videos and photos he takes while on tour. Most of his posts include a picture or video and Gray allows his fans to get a nice glimpse of behind the scene footage by sharing pre-show dressing room clips and walk to stage videos.

It appears that Gray is in full control of his Facebook posts and utilizes it to stay engaged with his fan base. One of his videos includes a tribute to his fans on the last day of a tour. His “notes” section is a nice compilation of post concert thoughts and photo’s he captures of the area he’s touring in. From my perspective, he takes great shots. His five most recent posts relate to his upcoming tour which he is co-headlining with Alison Krauss. Comments vary in subject/tone but relate mostly to concerns about ticket pre-orders, complaints from fans regarding his choice of concert venue locations and shouts of joy for those that were lucky enough to purchase tickets. I was one of them!

The “about” tab provides a nice biography regarding his journey in writing songs for his 10th album Multineers which Gray described as a painful process but was quoted as saying “I think if you’re going forward with an open heart, good things will happen,” says David. “You have to sort of tear up the past and let it go.” Sounds like he did, take a listen:


David Gray TwitterDavid Gray joined Twitter in March, 2009. His Twitter profile and banner pictures are the same as his Facebook account. His posts are the same as his Facebook content which is a combination of tour dates, and photos either he or someone else has taken of him at various concert venues and other locations. I didn’t notice a lot of fan interaction but many people “like” or “share” his posts and some post comments, mostly positive. Based on the way the tweets are written, I would say David Gray and his publicist control his Twitter account. Posts announcing concert dates seem to be written by a manager or publicist but others seem to come right from his heart like the tweet about his Grandmother, Olive Robinson posted on January 31st, 2017 (what would have been his Grandmothers 100th Birthday.) The tweet promoted the release of his new songs honoring Olive,  “All My Last Things” and “An Eclipse”

Overall, I think his page is simple and easy to follow, but it would be much more interesting if Gray were more interactive with his fan base.


David Gray Instagram

David Gray has been active on Instagram since June, 2012. His profile picture appears to be a selfie of his shadow and his bio includes his name, number of posts, followers and those he is following. Gray uses the space directly below that section to promote:

David Gray “The Best Of David Gray” out now.

Grays most popular photos include a selfie taken in front of street art/grafitti on May 23rd with the caption “After a weird night of bad dreams a beautiful crowd tonight in Ann Arbor. Thank you for hauling me up from the all engulfing darkness. Thoughts fly back to Manchester. Sickening.” Posted one day following the Manchester attack. That photo captured 2134 likes and 46 comments. “Cheers Oslo, without a doubt my favourite gig in Norway so far.” came in second with 2,207 likes and 71 comments. The photo is another selfie of Gray but in this one he’s clutching a Heineken. Grays most popular video captured 3,367 likes and 25 comments and is titled “Life In Snow Motion” The video is of a motorized snow man tipping his hat.

Appears to be related to this DG song “Life in Slow Motion:

From my perspective Grays Instagram account is in great shape. It’s full of high quality pictures that capture your eye and draw you in with intriguing captions. The only area that needs improvement is with audience engagement and for him to start following others.


David Gray is most active and interactive with his fan base on Facebook. Gray is quick to respond to complaints and attempts to keep his followers up to date with his tour schedules. However, I find his Instagram account to be more appealing because of the number of personal photo’s he has shared.

For more information about David Gray, check out:


Case Study #3 (Live Aquaria)

A pair of Clownfish I bought on Live Aquaria

Live Aquaria is a company that allows you to purchase fish and have them shipped overnight to your doorstep. There are a few different websites that offer a similar service but there’s a couple of things that make Live Aquaria stand out. Firstly, they have an “arrive alive, stay alive” guarantee that allows you to buy a fish without having to worry about losing your money if it doesn’t ship well. If the fish arrives dead, or dies, within 14 days you get your money back. Something that most other competing sites don’t offer. If you’re lucky, you’d get your money back if a fish is dead on arrival. After you open the bag, it’s your loss. But not with Live Aquaria. The other thing that makes them unique is the “Diver’s Den” which is especially unique because the picture of the fish that you see on the website is exactly the fish that you will receive if you buy it. Most websites offer representative photos and you likely end up with a fish that is less than ideal. These two services are what makes Live Aquaria special, so, if I was running their social media program I would focus on those two areas. So, let’s see how they do.


A Discus that I bought on Live Aquaria

The company’s Facebook page is by far and away it’s best social media network. They have over 100,000 likes and a 4.2 out of 5 star rating out of over 500 reviews. The one thing right off the bat I would change is the banner. The cover photo on Facebook is of a random fish, I would instead use this space to advertise the “arrive, alive. stay alive” guarantee. Other than that, everything is spot on. The company not only interacts with it’s customers but they even share videos that people post of the new fish that they purchase. This is a great way to build a relationship with current clients and to encourage new clients to make a purchase. The other good thing that they do on Facebook is every evening they share a picture of one of the WYISYG fish from the day’s upcoming Diver’s Den selection with a description of what the fish are, why you should buy them and a link to visit the Diver’s Den to get more information and see all of their other fish for sale.

Twitter & Instagram:

I’m going to lump both Twitter and Instagram together because they do a very poor job with both of these networks. Instagram is especially bad. They have nearly 13k likes on the network and it certainly is an afterthought for their marketing department. They post a picture every night of the Diver’s Den specimen that is highlighted on Facebook, however, the description is almost non-existent and there is no link to buy the fish or even mentioning that the fish is for sale. It seems to me that the potential to share stunning pictures of specimens that the viewer could buy immediately is totally wasted. If I were in-charge of the company’s marketing I would do a similar thing that they do on Facebook as well as holding contests to showcase fish that customers have previously  purchased. Now, onto Twitter. They have 8.4k followers on Twitter, it’s used a little bit better than Instagram but not nearly as well as Facebook. They have one pinned video about why to choose Live Aquaria which is good but other than that, it’s just a feed generated from Facebook it looks like. The picture of the featured Diver’s Den specimen is posted along with a very brief description and a link. The only reason that it’s better than Instagram is because of the link. I would use Twitter as a way for fans to ask questions and get them answered more and continue sharing the featured fish of the day. I would also take advantage of polls and possibly get people’s opinions on which fish they want to see become available for sale first and why.


Overall, I think that Live Aquaria is a great company and their Facebook page backs that up. They put a lot of effort into it and it shows, nearly 10 times the followers than their other social networks. With a few simple changes, I think that it’d be quite easy for Live Aquaria to boost their sales as well as customer satisfaction by more effectively using both Instagram and Twitter.

Case Study #3: ModCloth

By Elizabeth Allred


Anyone love vintage clothing? I know I do.

The company I chose to analyze for this project is ModCloth. ModCloth is an online retail company that sells vintage-inspired looks for weddings and special occasions, casual outings and wear-to-work. Its diversity and distinctly vintage-inspired style is what initially brought me to like and follow the company’s brand.

Their Facebook profile, click here, has over 1,500,00 likes and nearly as many followers. The company joined Twitter in May 2008. Here’s the link. They have at least 136,000 followers and their username is @ModCloth. On Instagram, ModCloth has a following of 533,000 people, over 4,000 posts, and a link to their website. Seriously, check out their feed!



With over 4,000 posts on Facebook, ModCloth has a definite presence sharing both customer-branded content and in-house content in which the curated feed is diversified. An analysis of the logo and banner defines the vintage retailer’s brand: it’s simple, it’s elegant, and it’s diversified.   According to the company’s About Us section, MocCloth was founded in 2002 and four years later, the company moved out of the basement. It contains a link to the website, information on customer support, and a brief story of its creation.


A recently updated company page on Facebook


The company has liked a lot of relevant pages from personal fashion bloggers, public figures, fashion magazines, business and/or product services, and clothing brands. They have multiple photo albums with titles like “Professional Pizzazz,” “Boho Rhapsody,” “The Soda Fountain Dress, A ModCommunity Favorite,” and more.  They post quite frequently, updating the page daily with new content of new sales and new styles. A case in point is that they will post advertisements on the sales going on, such as during Independence Day.

The audience is highly engaged in their content compared to Twitter. One of their most recent posts, a video shared from Glamour, garnered over 1,600 likes. Most of their original or community-shared content only garner likes up to 300 on average. Many of the posts also garner a lot of support from within the community; however, I have seen some negative comments aimed at their buyout with Wal-Mart in March. Here’s a letter from the co-founder Susan Gregg Koger explaining the growth of the company and its recent buyout.


A letter from co-founder Susan Gregg Koger



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With over 58,000 tweets, ModCloth is a brand to watch. They are currently following 9,193 with at least 136,000 followers, has 1,788 likes, and is currently on 7 lists. Like Facebook, the style of the feed is identical to that of Facebook. Both its logo and banner are the same. Their short biography notes “Our vast collection of unique fashion & décor is distinctively darling! Follow us for style inspiration, exclusive access, & delightful surprises. #modcloth.” Short, sweet, and to the point.

They follow the most accounts on Twitter at just over 9,000. Many of the people they follow are public figures, writers & authors, social media marketers, and fashion bloggers in addition to notable news outlets like Daily Candy, Buzzfeed, and Medium and retail competitors like Gap Inc. and People Tree.

Surprisingly, their engagement on Twitter is typically lower than that of Facebook or Instagram. While they have over 136,000 followers, they have recently gotten at most 20 likes on posts and 5-10 retweets. They post advertisements of sales, repost articles from magazines inspired by the Modcloth brand, and using relevant hashtags and/or tagging relevant accounts such as #StyleForAll and @hellogiggles. Like their other social media accounts, most of their posts contain pictures of styled flat lays, videos, and articles.

They interact with customers via liking posts tagged with @ModCloth, usually praising the company in some way: their style, their fast shipping, their sponsored events. However, on the main feed, customer interaction is limited to few likes and retweets. They need to improve customer engagement on this platform compared to both Instagram and Facebook, where it maintains a good balance.

Fashion is about making a statement. I chose to study this company, because in some way, as a writer I do the same. I love vintage-inspired looks, particularly the dresses.



While their Instagram account has half as many likes as their Facebook page, ModCloth has a commanding presence with a steady stream of likes on each post. On average, posts receive between 1,000 and 10,000 likes, with average comments between 10-50 on the low end to 1,000+ on the high end. Those are strong numbers for a young company.

Like its other profile pictures, it is a simple logo with the emphasis on “M.” As a way to encourage likely customers, they also include a shortened URL link in their brief bio. Their five most recent posts celebrate the brand’s identity: clothing for all women, a vintage and fun style, and summertime favorites. Of the five posts, only one of them received just over 1,000 likes; the others performed a lot better with around 2,000-3,000 likes each.

Similar to their Facebook page, they interact with their customer base quite well on Instagram.


While some posts only garner a few comments, others garner thousands. Sometimes, the customer base is allowed an inside look into photo shoots for the brand, as indicated by the picture in the bottom right. Pictures from this photo shoot, for example, are used on the banners on all their social media platforms. They are sending a consistent message to their customer base: be you, choose our style, and join the community. Comments are generally positive on all the posts, as potential customers express interest in styles, compliment the model, and more. ModCloth responds to questions and inquiries from customers interested in the styles or having issues with the website.


ModCloth has a commanding presence on all of the major social media outlets. They are most successful on Facebook, followed by Instagram, and lastly Twitter. Because their consistency between platforms, all of them are generally appealing; however, I personally find the Instagram feed most appealing. Because Instagram is a photo-sharing platform, they are more easily able to connect with and personally engage with customers or likely customers.

Find ModCloth at:

(Please note this was not sponsored.)