Dunkin- social media audit

I chose to do my social media audit on Dunkin because this is a company I have spent quite some money on and will continue to do so in the foreseeable future. Dunkin is a very well known company all across the country, hence the slogan “America runs on Dunkin,” which I personally find to be very true for myself.

Findings:

I found out a lot about Dunkin and their advertising strategies while researching their social media platforms for this assignment. I personally believe that their best platform is Instagram, this is due to the overall quality of their posts on Instagram as opposed to some other platforms. Tik Tok is very popular for them in regards to the amount of followers they have on there but the engagement with their posts is not very high on Tik Tok. Though they have a lot of followers on this platform, the quality of the posts just isn’t good enough to get the engagement they are looking for. Though, their most recent post on Tik Tok was a commercial clip that they are currently airing on TV which is very well produced and also involves celebrities such as Ben Affleck and Jennifer Lopez, this post generated a lot of engagement. I think the feature with celebrities has increased their engagement rates on all platforms including Instagram, Tik Tok and Facebook and can be a good tactic for them to continue to use in the future.

Their Facebook account also has a decent amount of followers but Dunkin does not post much content frequently on here. A lot of customers/people seem to leave reviews and comments on their Facebook page which do not all seem to be very positive. They have a lot of critical comments about the posts they are making and complaints about certain stores/customer service experiences.

Recommendations:

I have a few recommendations for Dunkin to increase their engagement on certain platforms. Although I think they are doing well for the most part I think they could improve small parts of their marketing techniques to reap the most benefits of social media.

Instagram:

• Respond to followers comments and engage with them more on their posts

• Post more menu updates

Facebook:

• Respond to negative comments so they appear to be making an effort to please customers

• Post more often to keep followers engaged and acquire more followers

Tik Tok:

• Produce more content

• Create higher quality videos

Social care:

For Dunkin I would recommend that they continue to produce and collaborate with celebrities to keep customers involved in what is going on with their company and to also draw new customers in due the influence celebrities can have on people.

For this organization, I would recommend that Dunkin posts more videos show casing their products such as a company like Crumble Cookies does to attract customers. I think that all of their platforms as a whole should focus on responding to their followers comments, suggestions etc. I think incorporating both of these suggestions would help increase their engagement as a company and build more trust and connections with their customers which I think is very important. Also catering to their followers an customers on all platforms is important. They seem to have a heavy focus on their Instagram but are a lot less active on other platforms and share posts less frequently. I think posting more on Facebook would engage more of their older customers/followers and producing more content for Tik Tok would help engage their younger audience overall.