Thesis

The current social media tab on the website links to the two pages shown above in
Figures K and L, which lists the links for all of the Hennessey’s Tavern Twitter and
Facebook accounts for every location. The website does not link to the 10 locations’
Instagram accounts. While this allows customers to connect to their favorite location it
is not very aesthetically pleasing and appears cluttered.
Currently, location general managers are responsible for overseeing each social media
account, but this organizational system makes it difficult to manage the content being
posted. It also makes it harder to establish a unified brand if all social media appears to
have a different style and voice.
Having 11 pages on both Facebook and Twitter and 10 Instagram accounts is beneficial
for connecting to local customers and allows the brand to reach more individuals, but it
also makes it difficult to grow a following if the content is inconsistent, and likes and
follows are spit between accounts.
These platforms would benefit from more engaging content, consistency and unity
across all platforms to strengthen the company’s overall brand. Without this, it is
difficult to build new relationships and keep customers informed.
The current social media numbers are divided by location and platform in the chart
below in Figure M.
Figure M: Current Social Media Following
Location: Facebook Likes: Twitter
Instagram
Followers: Followers:
Hennessey’s Tavern HQ 435 663 n/a
Hennessey’s Carlsbad 1,098 402 1,917
Hennessey’s Dana Point 2,781 505 513
Hennessey’s Hermosa Beach 2,725 722 426
Hennessey’s Laguna Beach 2,496 n/a 365
Hennessey’s La Jolla 857 390 82
Hennessey’s Las Vegas 4,875 198 132
Hennessey’s Manhattan Beach 574 278 565
Hennessey’s Redondo Beach 1,550/2,831 418 460
Hennessey’s San Juan Capistrano 752 3 199
Hennessey’s Seal Beach 999 11 340
36