Brand Overview – Lowe’s

The Lowe’s website is well organized which makes navigation and finding information fairly easy.  Their About page breaks down information about the company into further categories, with links to pages about Lowe’s press, social responsibility, and requesting a Lowe’s in your city, to name a few.  Their company information page provides a concise history of the company, a paragraph about the type of customers who usually shop there, and another paragraph about how Lowe’s gives back to the community.

Lowe’s was founded in 1946 as a small hardware store and has grown to become one of the largest home improvement companies.  They have hardware, tools, appliances, fixtures, generators, fireplaces, curtains, paint, windows, patio furniture, and a lot more.

In addition to items they offer for sale, they also promote Do-It-Yourself projects to give customers inspiration. This is something that will attract more customers while also advertising – for example, if you need PVC pipe for a project, you can buy it at Lowe’s.

They give ideas for storage solutions, which you can purchase at Lowe’s, such as shelving, or you can buy the pieces at Lowe’s and make it yourself.

They also give helpful tips such as how to grill meats.  This is more good content for them to post because even if the customer doesn’t purchase the grill at Lowe’s, or already has a grill, he or she can still appreciate the help and insight and may go on to “like” the Facebook page for more tips like this.


Weekly Report 2 – BatDad

I started this week with a brand overview of BatDad.  Most of the information I found on him came from articles that were written by other people.  This is mostly due to the fact that BatDad does not seem to be big on talking and sharing information, especially information about himself.  I read a few articles, linked to them, and added some information about BatDad.  I also went through his social media pages to find a few examples of what kind of content he creates and posts.  Somehow the formatting in this initial blog post became a little messed up, and I haven’t been able to fix it, but the other posts seem to be okay.

Next I looked at Batdad’s social media presence.  This type of post, last week and this week, has taken the longest to do.  This is because I have to keep going back and forth between the same few tabs – each tab being a different profile – and compiling the media into a blog post.  It involves a lot of scrolling, date and data checking, and searching for the same post across the different sites.  This isn’t a problem, of course, I just didn’t expect this post to take the longest.  I thought it would be easier, with perhaps the analysis taking the longest.  Anyway, this post seems to have the least amount of “meat”, but it really does take quite a bit of work.

The upside is, once all of this information is collected and organized, it makes the social media analysis a lot easier.  Still takes time and work, but the information is easier to find and read.  Like last week, I started by organizing hashtag use.  BatDad doesn’t use hashtags often.  I then showed which posts are used on different sites.  The most interesting thing I found in all of this information is that in creating BatDad and making himself an internet celebrity, he also made his wife and brother/friend/whoever (Uncle Rob) internet celebrities, and they all help each other maintain their “fame”.

Compared to Others

BatDad keeping his private life private is a the opposite of what Stella McCartney does, as she shares a lot of information about her past and her personal life.  She provides plenty of background information on her About pages, and shares photos from her childhood, her early days as a designer, and her current life outside of work as well.  I think part of the reason BatDad is private, in addition to wanting to keep at least somewhat a barrier between his family life and the public, is perhaps because he is a fairly new internet celebrity.  He doesn’t have a lengthy history to provide details about.  He also doesn’t have a long list of experience or skills – he just bought a Batman mask and started making videos.

BatDad seems to rely heavily on “word of mouth” advertising. He is not particularly proactive in trying to become more popular, and he doesn’t seem to be trying to build or further diversify his brand. This likely goes back to his statement that he will stop creating videos when it stops being fun, and that he started it just to goof off with his family, not to seek fame. Part of this “word of mouth” advertisement comes from his fans. As I mentioned in my analysis, people will edit photos and create memes that relate to BatDad and share them with him. BatDad then shares these only to his Facebook page. The other part of this advertising style comes from his wife Jen and (assumed) brother Uncle Rob. BatDad frequently links to these other accounts, even on different websites. They also link back to him. I think it’s pretty nice that they show support for each other, even though their titles as smaller internet celebrities is based on and branched from BatDad’s fame.  In comparison Stella McCartney has online and television ads, and most likely also has other types of advertising such as print.  This is because she is trying to sell products, not a character.  She also does have some “word of mouth” advertising, such as a celebrity wearing one of her designs, but overall advertising doesn’t seem to be a heavy focus, at least not on her social media accounts.  She doesn’t seem to have a fan base that creates memes and such about her but this is probably because she is a professional with a business post to audience viewer style of content, and BatDad’s character is comedic, with a lot of interaction between him and his fans, and now also his wife and Uncle Rob, too.

He frequently responds to fan comments on Facebook fairly often, which is something that I did not find Stella McCartney doing.  In this way, it is as though Stella McCartney provides the information to the public, perhaps even curating it at times to create and uphold a certain image, yet still keeps herself at a distance from her fans.  By interacting with his fans, BatDad is able to make his fans feel involved and connected.

What I learned from last week:

I am still trying to help my blog get more attention.  New blogs can be pretty difficult to promote.  I created a hashtag, #LifeLoveLibra, which is the name of the blog.  I have used this on Facebook and Twitter.  I had a family of sick kids this past week, and then I got sick as well, so I didn’t get as much blogging done as I would have liked.  Interesting thing I noticed, I got more likes on my Facebook page this week than on my blog.  I’m not sure whether these likes are from people who already follow my blog or entirely new people who came across my Facebook page but have not followed my blog.  I have 14 blog followers with three likes this week – low number, partially because I didn’t post as much or as often as I wanted to, and partially because I did not post any recipes, which seems to be the type of content that gets the most attention.  My Facebook page is up to 9 likes, no other interactions, but I also was not able to be very active on this page this past week, either.

What I learned and will try next week:

There are four things I will take away from this week’s brand and apply to my own blog.  One is perhaps making short videos and utilizing this form of media to show recipes, how-tos, etc.  The videos will be fairly short, at ten seconds or less.  I will try uploading to Vine, but will also post to my Facebook page.  Another is using short titles for these videos.  It seems this is the easiest way to give a description of the video, or tell my thoughts on the content in the video.  Though it may not always be the case, it does seem fitting that short videos have shorter titles.  The third thing I will try is word of mouth advertising.  I will try asking some friends or family to link to my blog, or to link to their favorite post I have made so far.  The final thing I have learned from this is to create subtle calls to action on my Facebook posts.  I will do this by adding my Instagram and/or Twitter names at the end of new Facebook posts, and also work them into the end of my blog posts.


BatDad – Social Media Rhetoric Analysis

Hashtags used







Times his wife’s instagram account is tagged in a Facebook post: 1 – This post is shared from Instagram

Times his wife’s Instagram account us tagged in an Instagram post: 2

Posts Across Sites

The “Nirvana” post is shared on Vine first, then later Instagram and Facebook.

The “Bacon Slap” video is posted in .gif form on Facebook, and regular video format on Instagram.

“Laundry for dinner” is posted on Instagram and later on Facebook.

“Foiled again” checkers game photo is shared on Instagram and then Facebook.

“Halloween” is first uploaded to Instagram, then later shared on Twitter.



His posts on Vine have minimal wording used in their titles and he does not use hashtags, though that is a feature on this website.  His Vine video titles are short, with 1-3 words used in the top three videos that were posted out of the last ten.  As this is the first aspect I am looking at, I am wondering whether there is a correlation between the short titles and the fact that Vine videos themselves are very short, usually about 7 seconds in length, but sometimes shorter.

He seems to have more posts about his dogs than his kids on Vine, and the posts featuring his dogs seem to get more views than the videos without his dogs in them.  This is interesting as BatDad is portrayed as a family man, not just a pet owner, but perhaps many of his followers on Vine don’t have children, or just prefer videos of animals.  I would be curious to learn about the demographics of BatDad’s following on different websites and find out whether there is a reason certain posts are more popular than others depending on which site the content is posted.  Of course, I would also have to look at every Vine video he has ever posted, not just the last ten or so to make any conclusions.

Despite starting out on Vine, he seems much more active on Facebook, often posting multiple times per day.  He frequently responds to fan comments on Facebook.  He also gets submissions from fans which he posts to the page.  People will edit photos and create memes that relate to BatDad and share them with him. BatDad then shares these on his page – only his Facebook page, however. He does not share fan created content on his other sites, at least not that I have found.

He not only uses Twitter to share new content or to let his followers know when he has uploaded new content, but also to connect to the media when he is featured on the news, when he is written about in an article, etc.  He does this by tagging with the @ sign to the news station, article author, etc.  Though he does share this information on Facebook it doesn’t seem to be as important on this page, and is not posted about at all on Instagram or Vine.  He also does not @ tag the interviewers, article authors, etc on these Facebook posts.

One thing that interested me about the t-shirt sales tweet is that BatDad retweeted this to let his fans know that shirts were back in stock.  He did not add any additional comment, though it’s obvious the entire 140 character limit was not used.  However, when he shared this post on Instagram, he wrote long paragraph – eleven sentences in length.  In this paragraph he gave details and history behind BatDad and the sale of these shirts.  Also, although he seems most active on Facebook, he did not share the t-shirt sales post to this site (at least not that I could find).  He does have a link to the t-shirt sales page in his About section and refers his fans to it if they ask about merchandise.

His Halloween post started on Instagram with the hashtag #trickortreat.  When this photo was shared to Twitter, this hashtag was omitted, and instead #Halloween2015 was added.

He does not have a presence on Pinterest as Stella McCartney did, however his t-shirt sales page links to the Pinterest website so that fans may “pin” photos of the shirt to their own accounts.

His wife Jen also benefits from BatDad’s success, with some posts on the BatDad Facebook page giving her Instagram name for others to find and follow her. She has 114k followers on Instagram. She also has a Facebook page as a “public figure” with over 155k likes.  The About section on her Facebook page says, “Hi, i’m Jen. Yes, BatDad is my husband.”  Her posts seem to be centered around animals.  She posts a lot of photos and videos that feature her pets, the dogs she is fostering, and encouraging others to foster a dog, too.  Her page is fairly new and only has a few posts

BatDad also has (I’m assuming) a brother who uses the online alias “Uncle Rob”. I’m not sure whether the name “Rob” is shortened from Robin, as he poses as BatDad’s sidekick, dressed similarly to Robin from the Batman series, or whether his name is actually Robert and his brother becoming BatDad is a happy coincidence. He also has a Facebook page, which has over 228k likes, and an Instagram account which has 30.5k followers.  The About section of his Facebook page reads, “BatDads Sidekick. Great with kids, home improvements, cooking, and ladies.”

I think it is interesting that BatDad’s Facebook “About” page reads: “I have four kids, two dogs, a patient wife, and a batman mask.”  His wife Jen and “Uncle Rob” both have About pages that are similar, Uncle Rob’s in particular.  All three have short descriptions.  BatDad’s is one sentence, Jen and Uncle Rob’s are two sentences.  Uncle Rob gives his description in list form, like BatDad.  I think Jen’s is so much shorter because she is BatDad’s wife.  She has been featured in many videos that people already know who she is.  So, all she really has to say is that BatDad is her husband, and fans of BatDad already know who she is (and if they aren’t fans of BatDad, this could be another form of “word of mouth” advertising).  Uncle Rob, on the other hand, is a character that seems to have been added much later, so he provides a longer description not only for viewers to know who he is but also to set himself apart from BatDad as a distinct public figure.  The short descriptions could also be a way they are mimicking BatDad’s rhetoric in a subtle attempt to show their connection.

The very short descriptions also keep things concise so that readers don’t get bored or distracted while reading a lengthy About page.  In comparison, Stella McCartney’s was several paragraphs in length.  Stella McCartney providing more details enabled fans to get to know her personally.  This is also evident in the way she uses personal hashtags such as #StellasWorld.  BatDad, on the other hand, keeps his descriptions, titles, even comments to fans short and to the point.  This could be an attempt at keeping his personal life and life as the character BatDad separate by not being overly revealing and keeping the focus on his uploaded content rather than the man behind the mask.

BatDad – Social Media Presence

I will be looking at posts from the past week, 10 Feb – 17 Feb.

His Vine account has 3.6 million followers and over one billion “loops”, or how often a Vine is replayed.  Vine videos replay automatically on a loop, but the loops are counted similarly to views on a YouTube video, for example, because they only keep playing as long as they are the center focus of the screen on your computer or mobile device.  He doesn’t have any posts on Vine in the last week, so I will look at the top three videos out of the past ten, as well as any that may not be as popular on Vine but are found on other sites to be used for comparison.

Christmas sweater – 9+ million loops

98K Likes –  22.9K Revines – 1,186 Comments


Fetch – 3.4+ million loops

77.6K Likes 11.9K Revines 832 Comments

This is annoying – 3+ million loops

35.9K Likes – 5,734 Revines – 420 Comments


She loves Nirvana. #proud

18.4K Likes – 2,146 Revines – 382 Comments


His Facebook account has more than 4.2 million likes.

February 15

41,454 likes; 590 comments; 41,454 shares

So much awesome. Thanks for the submission

27,932 likes; 778 comments; 815 shares


27,817 likes; 514 comments; 270 shares

Having laundry for dinner

13,144 likes; 82 comments; 68 shares

“Haha, foiled again!

Instagram – batdadblake
Jens Insta – jenjens222”


His Twitter account has 81k followers.  He is not particularly active on this website.  In fact, I had a difficult time trying to find posts on Twitter that were also posted on other sites so I could have something to use as comparison for analysis.

(RT by BatDad, did not add further comment)

43 RT, 251 F

41 RT, 326 F

Happy Halloween! #halloween2015

His Instagram account has 868k followers.

Having laundry for dinner

A post shared by BatDad (@batdadblake) on

21.6k likes, 182 comments

Having laundry for dinner

She loves Nirvana. #proud

A post shared by BatDad (@batdadblake) on

25.5k likes, 445 comments

She loves Nirvana. #proud

Getting gas with @jenjens222

A post shared by BatDad (@batdadblake) on

30.5k likes, 2,126 comments

Getting gas with @jenjens222

Someone got double jumped

A post shared by BatDad (@batdadblake) on

22.6k likes, 148 comments

Someone got double jumped

@jenjens222 is cooking bacon.

A post shared by BatDad (@batdadblake) on

33.8k likes, 2,851 comments

@jenjens222 is cooking bacon.


A post shared by BatDad (@batdadblake) on

29.1k likes, 147 comments


I started making these silly videos as a joke two years ago. After a few weeks of making them a guy named @chrismelberger told me I should make a YouTube compilation of my vines. I didn't put too much thought into it, but figured what the hell. I created an account, mashed some vines together, Chris put a link on reddit, and next thing I know it goes viral. Chris and I stayed in touch over the years. He has been doing his own thing on vine and also started an apparel company with some friends called @neatdude (I wear the "DAD AF" shirt they sell all the time). A lot of people have been asking if I had shirts recently, and Chris was the first guy I thought of to talk about it with. I'm proud and pretty humbled to show you all the two official BatDad shirts we have for sale! They just went on sale today. I hope you all like them as much as we do! Check them out at!

A post shared by BatDad (@batdadblake) on

25.4k likes, 673 comments

“I started making these silly videos as a joke two years ago. After a few weeks of making them a guy named @chrismelberger told me I should make a YouTube compilation of my vines. I didn’t put too much thought into it, but figured what the hell. I created an account, mashed some vines together, Chris put a link on reddit, and next thing I know it goes viral. Chris and I stayed in touch over the years. He has been doing his own thing on vine and also started an apparel company with some friends called @neatdude (I wear the “DAD AF” shirt they sell all the time). A lot of people have been asking if I had shirts recently, and Chris was the first guy I thought of to talk about it with. I’m proud and pretty humbled to show you all the two official BatDad shirts we have for sale! They just went on sale today. I hope you all like them as much as we do! Check them out at!”

BatDad – Brand Overview

BatDad, aka Blake Wilson, is popular for his comedic videos portraying himself as Batman, a father in common domestic situations.   According to this article, he found the plastic Bat Man mask in the children’s section at Target, purchased it on a whim, and began making videos.  Two weeks later his posts went viral and now, two years later, he has millions of fans around the world.  In this article, he is quoted as saying that the Bat Man mask is “the best $10 I’ve ever spent.”

His videos started out on Vine but with the massive success he began using other websites to upload content and connect with fans.  These other websites include Facebook, Twitter, and Instagram, which are the accounts I will be examining, but he also has success on YouTube and surely other sites as well.















He has said that at times he has taken breaks from making videos but keeps coming back to it, and one day might stop altogether if it ever stops being fun.  Since his videos center around domestic situations, having a wife and four children who are growing and changing will always provide inspiration for him to create new content.















The About section of his Facebook page reads, “I have four kids, two dogs, a patient wife, and a batman mask.”  His wife Jen says that often she is caught off-guard when her husband is making BatDad videos.  This sometimes causes her to comes across as annoyed or irritable.  She admits that sometimes she does get mad, but one can tell from watching that she also has fun participating.

He also fostered and adopted a pitbull named Sugar.  He did this not only because he wanted a dog, but because he wanted to promote rescuing animals over buying them.  He is quoted as saying, “I really felt the urge to foster one first just to give one a chance.”  Sometimes Sugar plays the role of Robin to his BatDad.














He also sells t-shirts for his fans to purchase.




Weekly Report 1 – Stella McCartney

This week was productive.

At the start of this week I typed a lengthy overview for the original brand I had picked, Cult of Coquette.  I didn’t realize before starting this project that Cult of Coquette had such a lack of an online presence.  I struggled to even find information on the brand, resorting to reading blogs non-affiliated with the brand and putting the pieces together.  Once I tracked down Cult of Coquette’s social media pages, I realized that their postings were so infrequent, I didn’t have much to go on.  So, I changed the first step in my project to a much more social media friendly brand, Stella McCartney.  I chose this brand because they are in the same industry – Cult of Coquette is a higher fashion vegan brand, and so is Stella McCartney.

So, I made a new post, an overview of the Stella McCartney brand (I also edited my Brand List page to reflect the change).   I started on her website to learn about what types of products she sells.  I also went to her About Stella page to learn more.  There I found several paragraphs detailing her life’s work as a designer.  I perused the website and linked back to a few examples of her products.

My next post went over Stella McCartney’s presence on social media.  I found her pages on Facebook, Twitter, Instagram, and Pinterest, and I noted how many followers she had on each site.  Then I went through each site to find the top posts from the past week – she is quite active on social media, so looking at posts beyond a week would have been incredibly time consuming.  At first I picked the top three posts on Facebook, and then on Twitter.  At this point I noticed that she did not always post the same content to different sites.  For example, the photo of Jennifer Lawrence wearing a suit from her Autumn 15 collection was posted to Facebook and Twitter, but not her Instagram or Pinterest.   So, I chose to look at a few top posts from each site, and tried to find the same posts on all four sites to see how the wording would change.

My third post, an analysis of Stella McCartney’s social media rhetoric, combined all the information I had gathered to this point.  I wanted to see how the posts differed through comparing and contrasting.  This was made fairly easy as she used many of the same photos on different websites.  I first organized which hashtags she used by website.  She uses hashtags that are relevant to her brand, not just the top trending hashtags on Twitter, for example.  This gives her brand appropriate exposure.  I thought it was interesting that she uses less hashtags on Twitter, where hashtag connections were first used, than on Facebook, where hashtags only became a feature a couple years ago.  She also uses Twitter and Instagram to tag and connect to other brands and celebrities.  I thought this was interesting, because she posts more frequently on Facebook but doesn’t connect to other brands or celebrities on Facebook.

Another thing I noticed is that all of her top posts include photos.  Looking through her pages, it seems that most if not all of her posts include photos.  So, I’m not sure whether these posts gained so much attention because they included visuals or if something else is happening, such as good quality photos get a lot of attention, or the captions and links get the attention.

Since I have only looked at one brand so far, I don’t yet have enough information to draw connections and notice patterns between different brands, which is why this weekly report seems a bit short.  I will be including that information in later weekly reports, which will include anything I notice from this brand, and so in future these reports are expected to become much longer.

Personal Approach:

I also continued to create new content for my personal blog.  Like the first week, I posted five times.  I now have 14 followers and 77 hits, up last week from 12 followers.  My blog also received four comments and 35 likes, as well as a few more likes on some older posts.

Other page stats are:

Facebook page:  4 likes (I was not very active on this page this week)

Twitter: 6 F, no RT (I tweeted each new post)

Instagram: No new activity (did not link to new posts)

No Pinterest activity (no change)

Tumblr: 2 followers, 2 likes

I didn’t get much farther in promoting my blog on Facebook, so in this upcoming week that will be part of my focus, not only on Facebook but all the other social media sites that my blog is connected to.  One thing I noticed that Stella McCartney did is she organized her Pinterest posts.  My Pinterest posts are pretty well organized, but the posts from my blog are currently just being lumped into various boards they fit into (vegan recipes in the Vegan board, etc).  So this week I will also be reorganizing these blog-specific posts into one board so that my blog content can be found easier on Pinterest.

During this next week, I can apply the things I have learned to my personal blog by being most active on my blog’s Facebook page and using that page to post the most content, not only directly linking back to my blog posts but also similar, relevant content in the form of memes, quotes, external links, and anything else I find that may be appropriate. I will develop and use consistent hashtags across all of these social media sites to help further promote my blog. Instagram posts will be high-quality photos linking back to my blog and using hashtags. I will look for similar users/bloggers to connect with on Twitter and Instagram and use the @ to publicly connect with them. One example of how I can do this is by trying out a recipe or project from another similar blog, linking back to the blog in my post, and connecting to that blogger publicly to let them and their followers know that I tried out their recipe or project. This could generate more views and interactions in my own content and potentially gain more followers as well.

Stella McCartney Social Media Rhetoric Analysis

Hashtags used
















Same Post, Different Sites


Facebook: Slashes of ‪#‎Summer16‬ transparency shot by Mert and Marcus for the February 2016 issue of Vogue.

Twitter: Slashes of #Summer16 transparency shot by Mert and Marcus for the February 2016 issue of @VogueMagazine.

Compare/Contrast: The only difference here is that Vogue Magazine was tagged in the Twitter post, but not in the Facebook post, even though Vogue is also on Facebook.


Facebook: Jennifer Lawrence stuns in a tailored jacket and trousers from the ‪#‎Autumn16‬ collection at the 88th Annual Academy Awards nominee luncheon

Twitter: Jennifer Lawrence stuns in a tailored suit from #Autumn16 at the 88th Annual Academy Awards nominee luncheon.

Compare/Contrast: Twitter posts only allow for 140 characters, which is probably why the Facebook post is more specific.   The Facebook post states that she is wearing a “tailored jacket and trousers” from the “#Autumn16 collection”, and Twitter states that she is wearing a “tailored suit from #Autumn16”.



Facebook: Find dual-toned ribbed knits in tomboyish shapes from ‪#‎Summer16‬
Pre-order here:

Twitter: Find dual-tone knits in tomboyish shapes from the #Summer16 collection:

Compare/Contrast: On Twitter, she specifies that #Summer16 is a collection of her designs, and then links to her website.  On Facebook, she gives a second call to action by stating, “Pre-order here” (the first call to action may be found in use of the word “Find”)


Facebook: One of my tailored jackets from my first ever collection! Fond memories! x Stella

Twitter: One of my tailored jackets from my first ever collection! Fond memories! x Stella

Instagram: One of my tailored jackets from my first ever collection! Fond memories!..x Stella

Pinterest: One of my tailored jackets from my first ever collection! Fond memories! x Stella

Compare/Contrast: These are very similar posts.  The only difference is in the way it is signed on Instagram, with a shortened ellipsis.



“I wanted to evoke the laid back feeling of summer; a celebration of love and friendship. The images have a sense of lightness, an open heart with an edge to it.” – Stella McCartney

Summer knitwear takes on new life with sporty details in hot hues. See Natalia Vodianova and Mariacarla Boscono in our new #Summer16 campaign shot by Harley Weir.

See more on #StellasWorld:

Twitter: “It’s a celebration of love and friendship.” Discover the new campaign by Harley Weir:

Instagram: “I wanted to evoke the laid back feeling of summer; a celebration of love and friendship. The images have a sense of lightness, an open heart with an edge to it.” – Stella McCartney Summer knitwear takes on new life with sporty details in hot hues. See @NataSupernova and @iosonoMariacarlaBoscono in our new #Summer16 campaign shot by @HarleyWeir. See more on #StellasWorld. #StellaMcCartney

Pinterest: #StellaMcCartney #Summer16 ad campaign

Compare/Contrast: There is a vast difference between how she promotes this post on all other websites, and how she promoted the post on Pinterest.  Pinterest was only given hashtags for the brand name and the collection, with the two word description “ad campaign”.  The other websites told a story and made the post personal.  Even the Twitter post with its 140-character allowance was given a personal touch, with a concise description of what is found on both Facebook and Instagram.  Again, Facebook is not used to connect to other brands, and this time Twitter is not used for that purpose, but Instagram is.


Facebook: Pre-order now:

Twitter: Form flattering knitwear sits close to the skin in feminine tones from #Summer16:

Instagram: Form flattering knitwear sits close to the skin in feminine tones from #Summer16. Pre-order now at #StellasWorld

Pinterest: Look 15

Compare/Contrast: Instagram and Facebook both use a call to action by telling the viewers to “Pre-order now”.  Twitter links to the site where a pre-order can be made, but a viewer might not necessarily know that without being told that that’s what the link is for.  In one of the more uncommon uses for Facebook, the post is not very descriptive, but is much more descriptive on Twitter and Instagram.  Pinterest again received the least amount of attention in the post, with only the word “Look” and the number 15.  One could assume from the Pinterest post that this look is from one of her collections in 2015, given that she often uses such a suffix to identify her collections.  A user would have to follow the link or look to other websites to determine what makes the number 15 significant here.



The hashtag #Summer16 is used the most across her most recent top posts. It’s only February, but the fashion world looks several months ahead. Twitter is where hashtags began to be used, but Stella McCartney does not maximize their use on this site.  She posts about an equal number of hashtags on Instagram as she does on Facebook.  This makes sense as hashtags are appropriate on Instagram, but they are not very popular on Facebook.  She also distinguishes herself from her brand, with #StellaMcCartney used as the brand tag and #StellasWorld used for her personal life.


For the most part, she is consistent in posting the same content to various websites.  The photos and their captions are similar from site to site, with minor differences in wording.  Twitter and Facebook seem to be used more for promoting the brand and giving peeks into the personal life of the designer.  Wanting to appear personal and personable is also a quality that comes across on the About page of her website.  She uses this page to talk about her history as a designer, but also gives indications of her personal life with statements such as “lifelong vegetarian”.  One thing I noticed is that the website About page and the Facebook About page seem to be largely copy-and-paste from each other.  However, the Facebook page states that she has “23 freestanding stores…in 50 countries”, and the website states that she has “40 freestanding stores…in 70 countries”.  That is a pretty significant difference.

She seems to be most active on Facebook.  I could find all of her Facebook posts on the other social media sites she uses, but only some of the content used on the other sites is also found on Facebook.  This shows that she is least selective about Facebook posts and more selective when it comes to content on other websites. I thought at first that this might be because she has the most followers on Facebook and is connecting to as many people as possible.  Then I looked at how many followers she has on each site, and of the four sites I chose to look at for this brand, Facebook is ranked #3 in amount of followers.  I think now it has less to do with how many people are connected to the brand online and more to do with how active those followers are.  The Facebook posts consistently received much more attention than the same post on other websites.

Twitter is being used for promoting the brand and giving glimpses into her personal life, but is also used to connect with other brands, which is something that doesn’t seem to be done on other sites.  For example, in the first post given above, she connects to Vogue Magazine on Twitter but not on Facebook, despite the fact that she has far more engagements on Facebook.

Instagram seems to be used more like an online fashion magazine.  There is some personal content, but a lot of it is photographs of models on a runway or advertisements for the designs.  The photos are almost all of professional quality and plenty of hashtags are used.  Other brands are connected to.

She is least active on Pinterest, and this site also has the least amount of followers, though at more than 47k followers that is still pretty successful.  She organizes her Pinterest boards by season, such as Summer 2016, Advertisements, and her designs for children.  She doesn’t use many hashtags on this site.

This brand does not use the same post for multiple websites. She tailors the post for how each website is used – using Twitter and Instagram to connect to others in her industry, using consistent hashtags that identify her brand and promote her collections, and using good quality photos on Instagram.  She also takes advantage of the fact that more users are actively engaging on Facebook by using that website to post the most content, which is great for word of mouth advertising – or, more appropriately, having more engagements on Facebook should lead to others to see these engagements and perhaps also connect to the brand page.


Stella McCartney – Social Media Presence

I will look through the last week of activity (03 Feb – 10 Feb) to find at least the top three posts on each site, and will use the same post across sites when possible.  This is the content I will analyze in my next post.


792,189 people like this page










The posts from above were also tweeted, so I will use these.





2.2 million followers

None of the posts that are on Facebook or Twitter are on Instagram, so I will examine the top three from the past week (business-related only).




One of my tailored jackets from my first ever collection! Fond memories!..x Stella

A post shared by Stella McCartney (@stellamccartney) on







Stella McCartney – Brand Overview

Stella McCartney is both a person and a brand name.  She launched her fashion house in 2001 and now has 40 freestanding stores around the world.  She is a lifelong vegetarian and does not use fur or leather in her designs.  Her collections include women’s ready-to-wear, accessories, lingerie, eyewear, fragrance and kids.  She also partnered with adidas to create a line of athletic clothing and shoes.  As I read the description on her About Stella page, it’s year after year of designs and sales.  She has done so much great work, it’s no wonder she is world famous.

Her website describes her signature style as “sharp tailoring, natural confidence and sexy femininity”.



I chose this brand because I was looking up vegan brands. Stella McCartney was first on a list I found online, and I had heard the name before but was unfamiliar with the products.




Because of the price and high quality, the target market would be women with higher income, and more expendable income. Being an eco-friendly line that doesn’t use real leather or fur also targets people with similar values.


This brand is pretty active on various social media sites, so I should be able to find plenty about how this company markets their product and how the rhetoric used changes across websites. Customers, fans, and people interested in the brand, such as vegan bloggers, are also interacting with the brand on social media, which will be helpful particularly if the company responds.

Week 1: Getting Started

This week, I started my research project.  I set up this blog and made my first post, which is basically just stating what my intention is with this blog.  I edited the About page, but because I already have a post on what this blog is about, I kept the description short.  Then I began looking up the brands I chose to look into over the next six weeks.  I thought it would be easiest to start out with a page listing the different brands.  I chose to create a separate page rather than putting this information in a blog post because the page is static and won’t be moved when I post more content so the information will always be easy to find, both for me and for others who come across this blog.  I organized the information in order of which brand I will look at from first to last, and linked to each of their websites and social media pages, keeping these in the same order for each brand so it’s consistent and organized.

I chose brands and companies that I am not very familiar with so I have no previous bias or other information. I also chose brands that are in very different categories – a vegan high fashion clothing line, an online persona, a hardware store, energy drinks, electronics, and a company that does just about everything from Post-Its to aircraft to animal care.  Similar companies may use similar rhetoric, so I thought the variety would be the best way to see differences between brands, as well as to see patterns between them.

Because I chose brands that are so different from each other, this made compiling the links on the Brands page an interesting task.  I wasn’t sure I would be able to find some of these brands on certain social media sites.

The most difficult one to find was Cult of Coquette.  Even their About page on their website was only a short definition of what the word “coquette” means.  It didn’t say anything about what products they sell, a mission statement, or anything else.  I also had a difficult time finding them on Facebook, Twitter, and Instagram.  I had to use Google to find these pages, and none of them linked to each other.  I am guessing that this is either because they are a somewhat newer brand, though it’s hard to tell how new since I haven’t found any information about this company.  It could also simply be the way a high fashion, vegan couture company handles things – a secretive, somewhat strange presence to draw people in, similar to what is expected of other high-fashion companies and designers.

BatDad is everywhere, except on Pinterest.  This is probably because Pinterest is primarily used by women, but also because it doesn’t fit into his funny BatDad persona.  Aside from this, BatDad is all over the internet and has millions of fans.  I have seen his videos shared on Facebook so I am looking forward to seeing how he uses words to make some kind of impact rather than just videos.

I wasn’t expecting to find the Lowe’s company page on Pinterest, but I wasn’t surprised as many Pinterest posts are known for being Do-It-Yourself projects, and Lowe’s offers products that can be used in such projects.

I was surprised to find Monster Energy on Pinterest, though it doesn’t look like a very active profile, as well as on Instagram.  So far it seems like a very high energy, action packed type of marketing, so I’m looking forward to examining how their rhetoric differs from other companies.

The easiest to find was Samsung Mobile.  The About section of their Facebook page provided external links to a few of their other online profile, such as Twitter, which made searching easier.

3M was difficult to find only because they appear to have so many offshoots of their company, which makes sense because their company offers such a wide variety of products.  Also, just typing “3M” isn’t always good enough to locate the company, because many other profiles unrelated to the company show up in the search results, since it is only one number and one letter.

Most of my focus this week was in setting up this blog, but also in developing my personal blog.  Since part of my project will be observing other brands and applying what I learn to my personal blog, I thought I should start by posting some content. This way I will have some preexisting content for people to see because I think that would seem more legitimate than a blog that may only have one or two posts.  I have already noticed that recipe posts seem to get the most attention, but I will also be posting other content such as art projects and outdoor adventures.  Since I am looking at social media rhetoric, I thought my blog should have the same social media connections that I will be looking at for other brands, so I created a Facebook page (four page likes so far), designed a profile photo and cover photo for the Facebook page using Canva and began linking content from my blog.  I also connected my Tumblr (five new followers, eight shares) and have been linking to my blog posts on Twitter (eleven favorites, one retweet), Instagram (40 likes, one comment), and Pinterest (nothing yet).  My blog itself has received 55 likes, 1 comment, and 12 followers.  Now I have a starting point for my online persona and will develop it using rhetorical strategies I observe over the next six weeks.

This upcoming week, I will be diving into Cult of Couture.