My team and I were asked to create a comprehensive content analysis report on a brand’s Twitter presence, as compared to a competitor’s.

My group and I chose Wendy’s infamous account. We tracked if the shenanigans, jokes, (shitposting), and collaborations were effective in driving engagement and promoting the brand.

We selected McDonald’s as a comparison account because of its tonal, market, and audience similarities.

🔑 Using systematic random sampling, we coded 60 tweets from each account using one manifest and two latent codes.

The manifest code asked if the tweet in question was part of a collaboration with a brand. The two latent codes asked if the tweet was attempting to be funny and if it was trying to be informative.

We compared each tweet’s engagement to its code results and developed a formal recommendation for Wendy’s to consider.

There was no significant statistical difference in how users engaged with any of the types of tweets. As such, we recommended that Wendy’s posts more informative tweets. This would generate more business since informative tweets promote Wendy’s products, deals, and brand more directly.