Week 2 Part B - Business Research

Here are the five businesses I chose and their respective social media usage I researched:

1. Wendy's:

Website
Info: A fast-food restaurant chain opened in 1969 in Columbus, Ohio. Serving burgers, fries, frozen treats, and more.
Reach: International 
Social Media + Followers + Last Activity (As of 02/03/25)
TikTok - 1.9M - 01/30/25
X (Twitter) - 3.7M - 02/02/25
Facebook - 8.2M - 02/03/25
Instagram - 1.2M - 02/03/25
Twitch - 108K - N/A
YouTube - 138K - 3 weeks ago
LinkedIn - 203K - 01/28/25
(All clickable links on their website)

Wendy's set a golden standard for business social media strategy. Their social media presence rapidly grew in the late 2000s into the 2010s. The phrase "Sir, this is a Wendy's" was coined from the popular show, The Office in 2008, which caused searches for Wendy's to increase dramatically. They adapted to the pop culture market and used relevant memes and references. They would even create online discourse or beef by playfully trashing other restaurants to advance their online image. Continuing this trend, it has evolved into a near sub-enterprise of its own, using humor and pop culture to grow multiple accounts to millions of followers creating memes, high-production skits, and ad campaigns.

2. BuhurtTech:

Website
Info: An online brand that unites passionate people focused on full-contact medieval battles and buhurt sport. They have an extensive selection of armor and weapons, which include buhurt and duel-focused necessities and accessories for fighters of every skill level.
Reach: Local/National - Online
Social Media + Followers + Last Activity (As of 02/03/25)
Facebook - 22K - 12/19/24
Instagram - 11.7K - 12/19/24
YouTube - 87.4K - 2 years ago
(All clickable links on their website)

BuhurtTech is a new brand to me. Upon my research, it is still active. Settling your target audience into a niche market like this can be a "double-edged sword (no pun intended)." I believe it could help establish you as a brand early, depending on the market, but also be limiting down the road. They sell many items, from axes and falchions; to helmets and most protective shields, gauntlets, and brigandines in the sport of medieval steel-fighting. Whatever they don't have, you can request to be made custom. As an online storefront and brand, they have the benefits of online outreach and access to international markets.

3. NetEase Games:

Website
Info: A video game company based in China responsible for many new popular mainstream and indie game releases, notably Marvel Rivals in late 2024. 
Reach: International
Social Media + Followers + Last Activity (As of 02/03/25)
Facebook -  1.7M - 01/28/25
X (Twitter) - 13.6K - 01/28/25
YouTube - 33.6K - 3 weeks ago
(All clickable links on their website)

NetEase was unheard of to me until the rumor of Marvel Rivals' release in 2024. Their relevance only seemed to expand since. Upon my research, they've been active and stay up to date with their relevant game releases, patches, and news. Many of their games have their own audiences and respective Reddits, Discords, forums, etc. It showcases their knowledge of their fanbases. There are many gamers in China, their home base. However, appealing to the American/Western market helped expand their reach. I think with the recent release, more emphasis on globalization and creative teams is becoming a priority in dealing with multiple markets.

4. DoorDash:

Website
Info: A tech company that connects consumers with their favorite local businesses in more than 30 countries across the globe. Founded in 2013, DoorDash has grown from exclusively food orders to a local commerce platform, dedicated to enabling merchants to thrive in the "convenience economy."
Reach: International
Social Media + Followers + Last Activity (As of 02/03/25)
Facebook -  659K - 02/03/25
X (Twitter) - 229.7K - 01/30/25
Instagram - 323K - 02/03/25
LinkedIn - 1M - 02/03/25
(All clickable links on their website)

DoorDash started as a humble tech service for small deliveries such as food from your favorite local spot. Since their founding, they've exploded into a large tech company committed to helping local businesses and more grow. They've used these profits to expand into ad campaigns, pop culture, and more. Their social media has grown to a massive size by embracing celebrity endorsements, aligning itself with convenience, and building strong associations within certain demographics.

5. Cupcake Royale:

Website
Info: A local West Seattle bakery founded in 2003 as Seattle’s first cupcake bakery and café. It has been mentioned by notable critics and food industry icons such as the Food Channel, Today, and The New York Times.
Reach: Local - Seattle, WA
Social Media + Followers + Last Activity (As of 02/03/25)
Facebook -  54K - 02/02/25
X (Twitter) - 14.8K - 03/13/20
Instagram - 23.7K - 01/31/25
Pinterest - 2.1K - N/A or 4 yrs ago
(All clickable links on their website)

Cupcake Royale is a great example of a local company with excellent potential. They seem active on the more popular social media platforms like Facebook and Instagram. Upon my research, much of the exposure came from the large network coverage in 2009 and 2014 into varying coverage into the 2020s. Unfortunately, most of the links from the press are not active anymore. They may keep the bare minimum amount of social media active to keep their base of customers involved but not overdo the demand to keep with the supply for the local agenda they've built around their business ideals.

Final Thoughts:

Digging deeper into some of these businesses really put some things into perspective. In today's "convenience economy," it's become easier to absorb corporate news, promotions, and ads through our social media. We are constantly checking on our notifications from our peers and it's shoved in our face on every social media site we log in to. Many businesses are learning that consumers like a relatable, honest, and humorous delivery with ads. One way they've done this, especially larger companies like Wendy's and DoorDash is by reminding us that, convenience is really King. Large companies that appeal to many people need to appeal to the masses.

Smaller companies today have a similar trend between each other in terms of social media usage. Most find their niche audience and target demographic. Members of their community may create forums, Reddit pages, or community discords to increase discussion, retention, and news about said business.

Both are viable strategies, however, I think it depends on your audience. The guiding principle in my opinion is, "Meet them where they are."

Tell me what you think. I'll see you in the next one!