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.


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. 

My First Puppy

November 26th, 2004 will always be a day that I will forever remember! That was the day I got my first puppy Frank Hadley. Now I am the youngest out of seven kids and our house was pretty full and hectic back then. It was a challenge trying to convince my parents to let us get a pet of any kind. After weeks of trying to convince my mother and it working. My Dad eventually gave in as well! So on this Black Friday back in 04′ my family loaded into the minivan and headed off to New Hampshire to look at puppies.

Once we got the breeder my brothers and sisters began picking out the right puppy. My Dad kept saying “We are only looking and not buying!” Until the breeder said he had a Miniature Dachshund in the barn out in the back., that a family decided they didn’t want anymore. Just then the smallest, cutest puppy I have ever seen walked through the door! That was how Fenway Frank became a Hadley!

Fenway Frank lived a great 12 years, full of tail wags, naps, treats, trips to Boston and Maine and great memories! However, around 11 years old he became sick and we knew our time with him was limited. Sadly on December 5th 2015 he passed away during hos favorite passed time sleeping. That was for sure the toughest day of my life so far. Fenway was not just a pet but my Puppy Brother and my best friend! I will never forget the memoriFenway R.I.P 2015es and I am truly greatful for all the days I had with him!


Pro Wrestling: A Better Date Night than the Theater

Most pro wrestling fans have been marks (wrestling slang for “fans”) since they were kids. Especially if they are kids. But my wife and I took a different path to fandom.

Three years ago, on the day of WrestleMania 31, my wife and I were driving home from an award ceremony at her grad school when we noticed all the LA comedy podcasts we listen to were talking about WrestleMania. It was held in San Diego that year, and a lot of podcasters were going for a laugh. We couldn’t escape it on social media. My wife suddenly asked the immortal question: “how do we watch WrestleMania?”

We signed up for a free trial of the WWE Network and promised each other that we’d cancel after WrestleMania…unless we ended up watching every month. And wow, do we watch every month.

The moment we became fans for life.

That first WrestleMania created an obsession that hasn’t faded. It wasn’t long before we watched Monday Night Raw each week and went to live shows. As we found a community of other fans online, we learned about independent wrestling and discovered New England has an awesome local wrestling scene.

I only watched a little wrestling when I was a kid, and my wife never watched. Because of this, everything we learned watching wrestling, we learned together. It became a collaborative obsession and an unique bond in our relationship. Triple H and Stephanie McMahon became #relationshipgoals.

It helped that we got into wrestling just in time to see the “women’s revolution” unfold. A new generation of talented female wrestlers were hitting the ring, and neither they nor the fans would stand for two minute “bathroom break” matches. We watched women like Charlotte Flair, Sasha Banks, and the Bella Twins break the glass ceiling on TV every week. At indie shows with companies like Beyond Wrestling and Chikara, we watched wrestlers like Kimber Lee and Heidi Lovelace go even further as they took the fight to the men in mixed gender matches.

Aside: I really want to watch GLOW, Netflix’s new show about female wrestling that released today, but it would be a real heel move (wrestling slang for being a bad guy) if I watched it before she got home from work.

We also learned that wrestling had a little something for each of us. I got into wrestling video games, digging through bargain bins to find the legendary N64 game WWF No Mercy. She binged the Total Divas reality show. But it’s the live events that became our favorite part of pro wrestling because we enjoy that together.

I always tell people that going to a wrestling show is like a cross between a sporting event, a rock concert, and live theater. A wrestling show has unbelievable athletic feats, pyrotechnic spectacle, and compelling characters and drama. Every time my wife and I go to a show, we see something that we’ve never seen before. We’ve seen things we never thought possible. The way a match blends reality and fiction evoke emotions unlike any other forms of storytelling.

Every show is a different experience. Sometimes it feels like an arena concert and sometimes it has the air of a punk rock show. We’ve watched wrestling in the legendary Boston Garden, baseball fields, bars, and elementary school gymnasiums. We’ve sat in the nosebleed section, we’ve watched matches with our hands on the ring apron, and we’ve had to abandon our ringside seats as a 300 pound man dove towards his opponent cowering in the crowd.

Selfie party with wrestler Heidi Lovelace (now WWE’s Ruby Riot) at a Chikara show.

My wife and I have been together since high school, and I love that even after 15 years we can find new hobbies and fandoms to share. Discovering wrestling in our 30s is even more fun because it was unexpected.

But there is nothing as unexpected than watching an undead bride bite the ref, escape the ring, and pour drinks at the bar while the heroine tries to protect the crowd. That’s a thing that happened. We saw that live. And we saw it together.

Rachael Ellering faces off with the evil corpse bride, Su Yung.



Enter If You Dare: Maze Runner Series

James Dashner captures the extremes of our fragile society in The Maze Runner series. He paints a picture in our minds of this unearthly dystopian society that leaves us wanting more. A society filled with mistrust and misguided teens put in countless positions where only the fittest will survive. It’s survival of the fittest at its finest and I loved it!

Maze r.jpg
The Maze Runner, The Scorch Trials, The Death Cure, The Kill Order, and The Fever Code constantly keep us on our toes. I loved every second of this adventure. I easily fell in love with the characters and came to strongly dislike a few as well. Newt was the most intriguing to me, his personality and way with words winning me over. Teresa on the other hand drove me crazy. Dashner will not only make you smile with the bonds of friendship that form between the characters but also tear your heart out as you discover some of your favorite characters are not immune to the disease destroying their world.

We learn about the Flare and what is left of the world in the first two novels and then we start to discover the pasts of specific characters and what led them into the hands of WICKED in the prequels. The third book in the series, The Death Cure is sure to make you cry. *cough* *cough* page 250 *cough*. This series gave me a rollercoaster of emotions. You undoubtedly become a member of the glade community and feel as though you are transported into the dystopia yourself.

I was ecstatic to receive my autographed copy of The Fever Code the day it was released. I am a sucker for a good book. Sitting outside, a nice beverage in one hand, a Dashner novel in the other and I am set for life. I am sad to see the series come to an end but with the films on production I am extremely excited to watch it all play out on the big screen.

Here is a video of the author talking a little bit about his book!

Here is a wicked awesome website that will really connect you to the world of the maze.

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!