Thesis

The photo above in Figure U, was posted on the Las Vegas location’s Facebook page on
St. Patrick’s Day this year. This is a good example of photo usage for Facebook and this is
also the only post that promoted St. Patrick’s Day that showed customers. St. Patrick’s
Day is Hennessey’s Tavern’s busiest and most successful day of the year, but it is never
broadly promoted on social media.
Social Engagement:
Dana Point has the highest engagement rate on Twitter with an average 1.3 percent
engagement in the last 28 days. None of the location’s Twitter accounts post content
other than duplicate content from a Facebook or Instagram post. Dana Point’s Twitter
has a high engagement rate because it double posts from Instagram. Below are analytics
on Dana Point’s most successful tweets, in regards to reach and engagement.
Figure V: Twitter analytics on a few of the Dana Point location’s most recent tweets (Hennessey's Tavern
Inc., 2017).
All of these tweets shown in Figure V contain the same caption as Instagram, and link to
the corresponding photo. A typical business or company Twitter account should aim for
a 1.7 percent engagement rate on each tweet, according to Dasheroo (Hingley, 2015).
Dana Point is the only account close to this number, all other accounts range from 0
percent to 0.3 percent engagement.
The main customer interactions on Facebook include reviews, location check-ins and
photos of visitors enjoying themselves at each location. Below, in Figures W and X, are
Facebook interaction metrics for the Hermosa Beach and La Jolla locations for March
2017. The Hermosa Beach Location received more online interaction in March, but both
locations accumulated the most tags during St. Patrick’s Day weekend.
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