When I began researching Pabst Brewing Company, I was surprised by the breadth of their brand portfolio. From PBR to Colt 45, the Los Angeles-based beer behemoth is home to more than 20 beers, including many beloved regional brews like Rainier for the PNW and Lone Star for, you guessed it, the Lone Star state.
Using Simply Measured’s Multiple Twitter Channel Analysis, I looked into the tactics and various types of success the PBC brands see during the summer months, which tend to drive swells in beer sales. I focused on a 15 day period in July, and compared 11 of Pabst’s top billing brews.
Time to crack open a cold one.
Highest engagement goes to…
…Pabst Blue Ribbon.
Of course, this makes a lot of sense when you consider that PBR has more than ten times the follower count of its closest in-house competitor, Lone Star beer — largely because PBR is a nationally distributed and recognized brand, as opposed to many of Pabst Brewing Company’s more locally popular brewskis.
Key Takeaway: Focus on your top performer. @pabstblueribbon was the most active of the brands analyzed, and this is no surprise. PBR is a top-selling brand, recognized around the country.
Highest engagement rate goes to…
This initially surprised me, since PBR was such a clear winner for amount of engagement. But the more I thought about it, the more sense it made. Folks here in the PNW take a lot of local pride in their “Mountain Fresh Beer.” A great sign of this is Rainier’s most retweeted Tweet for the given time period:
It also speaks to one of Pabst Brewing Company’s strengths — owning different loyalist-approved beers across many regions. Key Takeaway: If your company is home to multiple brands that are geographically-identified, you’ll find success by posting content that reflect this. This doesn’t necessarily mean that you’re narrowing your scope of folks who will be interested — you’re selling your hometown as a brand of its own, and your Twitter followers don’t have to live in your zip code to be interested in that.
Highest potential impressions goes to…
Since Pabst Blue Ribbon blew its fellow brands out of the water for engagement, it probably wins for Potential Impressions, too. Nope. Colt 45 comes out way ahead. This is a nice reminder that engagement numbers don’t always equal the number of eyes on your social content. Just because folks are silent doesn’t mean they’re not experiencing what you’re putting out there. Colt 45’s huge Potential Impressions score — 76.5% of all Potential Impressions for the Pabst Brewing Company brands I analyzed — left me scratching my head. How did a brand with a much smaller Twitter following than Pabst Blue Ribbon (2,342 to Pabst Blue Ribbon’s 68,500) amass so many more Potential Impressions? Something in the Most Followed Users portion of our Twitter Account Report caught my eye. Two famous rappers, Snoop Dogg and Juicy J, hold court at the top of this chart. With so many followers, any Tweets they put out there are bound to get a significant amount of Potential Impressions. Key Takeaway: If you want your brand’s presence to spread like wildfire on Twitter, consider enlisting celebrities or influencers who align particularly well with your brand to rep its awesomeness. I especially recommend this tactic if you’re trying to build a follower base quickly.
The Tweet with the most bit.ly clicks goes to…
…Lone Star Beer, with this gem:
Followers can guess which beer it is, but this kind of “gateway fact” piques curiosity about what else followers might find if they click through. It also capitalizes on a celeb who aligns perfectly with the Lone Star brand. Key Takeaway: Offer information (or the potential of information) on the other side of that bit.ly link to maximize clicks. And remind folks of your connection to popular people, landmarks, or events — you don’t need to formally partner with anyone to offer up engaging facts of this kind.
What do you learn by looking at all your Twitter channels side-by-side?
If your company owns multiple brands, are you looking at how all those brands are using and capitalizing on social media at the same time? Do you like to analyze better separately? Which numbers are most important to you? Let me know in the comments below!
To learn more about the metrics, and advanced analysis you can conduct as a part of your own Twitter strategy, download our Second Edition eBook, The Complete Guide to Twitter Measurement.