Weekly Report 4 – Monster Energy

Weekly Report

As in previous weeks, I started with an overview of the Monster Energy brand.  I wanted to find more information about the brand by looking through their website.  The About page had some information about what they do but did not provide any history or backstory to the company.  When I did an internet search to learn more, most of the articles about the company were about lawsuits.  So, I turned to Wikipedia for some insight into how the company was started and more information about what they sell.

The second post was to show Monster Energy’s presence in social media.  I searched through their Facebook, Twitter, and Instagram feeds for the most popular content, as well as similar content.  Monster Energy tends to post the same photos across these three sites so finding similar content was not very difficult.

The third post was to analyze the rhetoric used in these posts.  I found some minor changes to the wording, such as additional hashtags used on Instagram posts.  I also wanted to look a bit more closely at their writing style, so I also wrote about things such as punctuation used.  I changed how I am analyzing the content by grouping the similar posts together, listing the sites, quoting the posts on those sites, and then going over the rhetoric used.  I think this is a more organized way to show and go over the information.


Compared to Others

Unlike in previous weeks, I was able to find similar content across sites very easily.  Batdad did not use social media as regularly, and seemed to use sites that were more appropriate for posting things like family photos – namely, Instagram and Facebook.  Batdad also at times would post a photo or video on one website and days could go by before the same photo of video would be posted to a different website.  Stella McCartney did post some of the same content across sites, but seemed to pick and choose which content was best suited for each site rather than choosing to use the same content.  Lowe’s also did not seem to post the same content across sites, such as the photo of the blue bed on Facebook which was not posted on any of their other websites.

Also unlike other brands I have looked at so far, Monster Energy is the only one who has consistently tagged other brands and relevant people in their Facebook posts.  Lowe’s tagged Pinterest once on Twitter, and there have been a few tags by the other brands on Facebook, but very infrequently.  When Monster Energy posts a photo on Facebook, Twitter, and Instagram, they tag anyone relevant to the photo on every website.  I think this is pretty great, because not only is the connection being made between the brands, but then the audience is able to find these other brands on each website.

Lowe’s used a lot of “calls to action”, and Monster Energy does not do that very often.  When they do it is usually more subtle, such as providing an external link, rather than openly stating, “Follow us on Pinterest” as Lowe’s said, or providing Instagram usernames for the audience to follow as Batdad did.

Last week, I pointed out that Lowe’s turned a few photos from their Instagram into a collage that they used in other sites.  Monster Energy did the opposite.  They took photos from their photo sets on Facebook and Twitter, and turned those into a collage which they posted on their Instagram.

How My Project Is Going

Ideally, I would be able to put a lot more time into my project.  I feel that my lack of time is causing my project to suffer a little more each week, because I am falling behind in my personal blogging.  I knew that picking up a full time job while raising four kids and finishing school full time would be difficult, but it’s necessary to do, however there just don’t seem to be that many hours in a day to put 100% toward everything.  I’m trying to at least keep up with the main part of my project.

What I Will Do Next Week

This upcoming week, I will be looking at Samsung Mobile.  Also, during spring break next week I will have a little more time, since I will have no homework to keep up on.  So, I am going to devote that time to creating content for my personal blog that I will save as drafts and then post throughout the remainder of this project.


Monster Energy – Social Media Rhetoric Analysis

Hashtags Used

Facebook:  #GymkhanaEIGHT  #‎XGamesOslo‬ (x2)

Twitter:   #GymkhanaEIGHT #XGamesOslo (x2)

Instagram:  #GymkhanaEIGHT  #XGames (x2)  #XGamesOslo (x2) #killinit

Same Post, Different Site

All three posts were found on the three sites.  The difference is that on Facebook, the photos were able to be viewed in a single post, whereas on Instagram the photos are viewed one at a time.  This is not only a difference in how the websites enable posting, but Monster Energy also did not post all photos from the photo sets on Facebook to their Instagram – they chose the photo, or a couple photos, they preferred on Instagram.


The photo with the jet

Facebook: From the desert to the Palm Islands, Ken Block slays the luxurious streets of Dubai in #GymkhanaEIGHT! Watch here: https://youtu.be/_hf6ke1-i3E

Twitter: Watch @kblock43 run circles around a jumbo jet, and the rest of Dubai, in #GymkhanaEIGHT >> https://youtu.be/_hf6ke1-i3E

Instagram: Just another day for @kblock43, running circles around this jumbo jet! Watch #GymkhanaEIGHT LIVE now on YouTube.com/FordRacingTV

The rhetoric used on Facebook is geared toward travel and experience.  They describe two locations in Dubai and then Dubai itself, which really drives a mental image.  Twitter’s wording seems much more action oriented, although it does not use an exclamation point like the posts on Facebook and Instagram do.  The Instagram post has more casual wording, as though “running circles” around a jumbo jet is no big deal, or happens often in the world of Monster Energy.  Also, the phrase “running circles” appears in both Twitter and Instagram posts, but not in the Facebook post.


Women’s SBD Superpipe post

Facebook: Chloe Kim throws down a mind-blowing 98-point run, the highest scoring run in Women’s SBD Superpipe history, and claims another X Games Gold! Read more: http://monsterne.ws/LPXCR2T9
Another one-two punch on the Men’s side with Ayumu Hirano 平野歩夢 and Iouri Podladtchikov grabbing ‪#‎XGamesOslo‬ Gold and Silver! Read more: http://monsterne.ws/GA2GAMU2

Twitter: 👑 of Women’s SBD Superpipe @chloekimsnow throws down historic run & grabs #XGamesOslo Gold! http://monsterne.ws/LPXCR2T9

Instagram: The 👑 of Women’s Snowboard Superpipe @chloekimsnow throws down historic 98-pt run to grab @xgamesosloo Gold! @ayumuhirano1129 and @iouripodladtchikov pack a one-two punch claiming #XGames Gold and Silver in Men’s Snowboard Superpipe finals! #XGamesOslo #killinit

Both Facebook and Instagram mention Chloe Kim’s 98-point run, but this is not mentioned on Twitter, perhaps due to the 140-character limit.

The Instagram post added the hashtag #killinit, which is not found on any of the other posts for this event.

Both Twitter and Instagram posts left out the mention of the Men’s side, which was mentioned in the Facebook post.

Twitter and Instagram posts both use a crown emoticon, which is not included in the Facebook post.

Both Facebook and Twitter provide an external link for more information about this event, these people and photos, but the link is left out in the Instagram post.  This could be because Instagram is not viewed as a source for news as much as Twitter and Facebook are.

XGames Oslo post

Facebook: In one of the heaviest X Games Skateboard Street Finals, Nyjah Huston and Shane O’neill throw down monster runs to claim Gold and Silver at ‪#‎XGamesOslo‬!
See more: http://monsterne.ws/ZG7L0TAR

Twitter: .@nyjah & @shanejoneill throw down flawless runs to claim @XGames Gold & Silver! http://monsterne.ws/ZG7L0TAR #XGamesOslo

Instagram: In one of the heaviest @xgames Skateboard Street finals, @nyjah throws down a flawless run to secure Gold and claim his 10th career #XGames medal!#XGamesOslo See more on MonsterEnergy.com

Facebook post says, “throw down monster runs”, Twitter says, “throw down a flawless run”, Instagram post says, “throws down a flawless run”.  This is partially because the Facebook post includes another person who is tagged, and perhaps that person is not on Instagram to be tagged.  However, the name Shane O’neill was not even mentioned in the Instagram post, and his photo was not included in the collage on Instagram.

Facebook and Instagram both describe his event as “one of the heaviest”, but this is not said in the Twitter post, perhaps due to the 140 character limit.

All three posts end with an exclamation mark, excluding hashtags and external links.



The posts on Twitter to have a 140-character limit, so they use less words than posts on Facebook and Instagram do.

Monster Energy posts frequently, often multiple times a day. They post about events and people due to their sponsorships, and as there is usually an event, or anticipation of an event, Monster Energy always has something to post about. When these events are going on, they use relevant hashtags on their photos, such as #XGames so that others following the XGames or looking for XGames related content will be able to find it easier.

They also post very consistently. When something is posted on one website, it is quickly posted to another website. This is a good idea, because then they are able to have their content viewed regularly and gain attention.

Monster Energy uses more exclamation marks than the other brands I have reviewed. This is most likely because energy can be expressed with excitement, and they are an energy drink brand promoting not only excitement but a need to maintain one’s energy to be able to keep up with the exciting things life has to offer.

On Instagram, they added a hashtag that was not seen on either their Facebook or their Twitter posts – #killinit.














Monster Energy – Social Media Presence

Top posts from the past week, 26 February – 03 March



186 comments, 989 shares, 62k reactions

From the desert to the Palm Islands, Ken Block slays the luxurious streets of Dubai in #GymkhanaEIGHT!

Watch here: https://youtu.be/_hf6ke1-i3E



80 comments, 307 shares, 45k reactions

Chloe Kim throws down a mind-blowing 98-point run, the highest scoring run in Women’s SBD Superpipe history, and claims another X Games Gold! Read more: http://monsterne.ws/LPXCR2T9
Another one-two punch on the Men’s side with Ayumu Hirano 平野歩夢 and Iouri Podladtchikov grabbing ‪#‎XGamesOslo‬ Gold and Silver! Read more: http://monsterne.ws/GA2GAMU2


114 comments, 301 shares, 42k reactions

In one of the heaviest X Games Skateboard Street Finals, Nyjah Huston and Shane O’neill throw down monster runs to claim Gold and Silver at ‪#‎XGamesOslo‬!
See more: http://monsterne.ws/ZG7L0TAR





33.4k likes, 44 comments


23.7k, 39 comments


25.3k likes, 15 comments



There has been no activity on their Pinterest page in three years.




Brand Overview – Monster Energy

Monster Energy website

When I first visited their website, I was met with a large slideshow autoplaying photos of advertisements and action shots.  Their home page includes several posts from their blog, a calendar of events, follow buttons for their social media pages, and a widget for their Facebook, Twitter, and YouTube profiles.  The black background really makes these things stand out, and there is a lot going on.  I think the “feel” of this page goes well with the brand itself, because the page is high energy.  The very recognizable logo for this product is also solid black, with a bright green capital M for Monster that looks like it has been clawed by a monster.

Their About Us page is found only by scrolling to the bottom.  It has four paragraphs and a sentence, “A lifestyle in a can.”

The first paragraph states that Monster is different from most other companies in that it doesn’t just advertise their products, they get out there into the environments their products are being used and they support the people who use them.

The second paragraph states that they’re all about “living the life”.

The third paragraph continues with this idea by reiterating that they are different from other companies because they can offer perks that other companies don’t offer, such as VIP access and dirt bikes.

The last paragraph is a summary of sorts, informing the reader that this company isn’t just about energy drinks.  They offer a wide variety of other products that allow people to live a high energy life, such as an athlete or a rock star, and is a company that is also partially led by fans of the products.

I went to Monster Energy’s Wikipedia page for more information.  I would usually not include Wikipedia as a source, but wanted more information about this company and was unable to find more on their website.  According to this page, Monster Energy began selling their products in April 2002.  They sell 34 different drinks in North America.  Most of their advertisement is through sponsorship of major sporting events such as car racing, BMX, and skateboarding, to name a few.