SAMUEL ADAMS BEER
Social Media Measurement Report
To analyze and measure the various social media
accounts of the Boston-based beer company Samuel
To gain a better understanding of what others are
saying about Samuel Adams on Social Media
To compare Samuel Adams’ social media accounts with
those of its number one competitor in the craft beer
industry – Yuengling.
A human content analysis was used to collect and
analyze the content on Samuel Adams social media
This study was conducted over a two week period
from 12/2/13 – 12/16/13.
Klout Score: 80
Google Search Rank: Samuel Adams official
website (www.samueladams.com) comes up 7th
when you search “beer.”
Bing Search Rank: Website comes up 20th when
you search “beer.”
Social Media listed on official website
Listed: Facebook, Twitter, YouTube, LinkedIn Untapped
Missing: Instagram, Pinterest and Vine but they still
have these accounts.
From 12/2/13-12/16/13, @SamuelAdamsBeer posted 30 tweets.
Of the 30 tweets,
6 shared news articles or reviews about Samuel Adams products of events
1 asked a question of Twitter users
2 were retweets or modified retweets of other talking about Samuel Adams
8 tweets promoted Samuel Adams events such as kickoff of their new Rebel IPA
5 showed the company’s personality with clever/creative pictures or videos
8 were about National Lager Day, which was on Dec. 10
-Roughly 47% of tweets shared news or national events (National Lager Day)
-Roughly 36% of tweets were about the company itself
-Roughly 17% of tweets showed the company’s personality
This does not follow the 50/30/20 rule (news/personality/company) but it is
relatively close. See next page for chart.
Engagement: Most tweets receive between 5-15 retweets and 0-10
What category do the tweets from the last two
weeks fall under?
Producing an infographic about National Lager Day
Posting about the company itself and its events.
Here, a picture is posted from the Rebel IPA launch
WHAT OTHERS ARE SAYING ABOUT SAMUEL
ADAMS ON TWITTER
Popular Topics on Twitter
Out of all the tweets about Samuel Adams Beer in the last two
weeks, 81% were positive, 9% were neutral and 10% were negative.
Positive tweets include when a restaurant or bar included Samuel
Adams in their specials list (37 tweets measured).
NUMBER OF TWEETS PER DAY
Over the last month, the number of tweets per day about Samuel Adams
beer has varied, according to this report from Topsy.
22,887 people have talked about the page
From 12/2/13-12/116/13, there have been 15 Facebook posts
(many identical to tweets)
Of the 15 posts…
3 were about the company’s products
4 showed personality
4 were about an event like the Rebel IPA kickoff
1 was about a CSR program
3 were about National Lager Day
Roughly 53% of posts were about the company
Roughly 20% of posts shared news/national events
Roughly 27% showed the company’s personality
This does not follow the 50/30/20 rule. See the next page for a chart.
Engagement: Posts usually receive over 1,000 likes. Posts receive at
least 20 comments and sometimes over 1,400 comments
What category do Facebook posts from the last two
weeks fall under?
Showing Personality (also posted on Twitter). This
received 1,490 comments and 1,649 likes.
The account is updated every few months
The videos either feature a special beer (like the Brewlywed, a
beer made for a brides on their wedding day) or something extra
with one of their signature beers. For example, they showed
viewers how to make a pumpkin keg for their pumpkin-flavored
beer and a special contest you can hold with their famous
The most-viewed video in recent times is that above-mentioned
video, which has 4,049 views. (Most other videos have under 1,000
WHAT OTHERS ARE SAYING ON
There are a handful of YouTube channels dedicated to
reviewing beer such as the popular GregBeerReviews. The
following video was posted on Dec. 2 and favorably reviews
the Juniper IPA.
The Pinterest account has various boards from “Gift Ideas for
Craft Beer Lovers” to “Beer and Food Pairings.” These boards
bring the total experience to drinking Samuel Adams beers.
Instead of simply selling their product, they are showing how it
can fit into your life.
The account has even capitalized on the popularity of
wedding ideas on Pinterest with a board entitled “ Brewlywed:
Great ways to integrate beer on your wedding day!”
WHAT OTHERS ARE SAYING ON PINTEREST
ABOUT SAMUELADAMS BEER
Various companies, restaurants, beer distributors
and chefs pin about Samuel Adams.
These posts range from ways to incorporate Samuel Adams
into a meal to a gift guide for beer lovers.
Instagram is used to share pictures that have, for the
most part, also been shared on the Facebook and
The posts unique to Instagram are more behind-thescenes photos from their events and ones that use
PicStitch or a similar app to fit more than one picture on
There was a contest for Instagram to share their best
pictures from National Lager Day.
Most posts receive from 300-600 likes.
Below is a report by SimplyMeasured.com of the
last three months of Instagram Activity
As you can see, this account has not yet utilized
In terms of engagement, the following hashtags
received the most engagement per post.
When the account manager used the following
filters, the posts received the most engagement
The study also found the best time to post based on
the best times for engagement.
WHAT OTHERS ARE SAYING ON INSTAGRAM
The same SimplyMeasured study found the most popular words in the comments on the
official Samual Adams Instagram Account. The following are the most popular:
Untapped is a social networking app that allows people to find
beer and bar wherever they are. They can also share reviews
of their favorite beers and look for reviews from others.
The site also provides which Samuel Adams beers are trending
amongst users as well as an activity feed showing who is currently
drinking Samuel Adams.
Pintley is a similar site that helps users choose, remember
and rate different types of beers.
Samuel Adams has a profile in which its top beers are ranked
and there is a complete listing of all beers.
The official Samuel Adams blog is called “Boston
This blog has been updated three time in the past two weeks. It is used to add
more content that it can’t contain on other social media such as grilling recipes
to go with different Samuel Adams beers.
The blog also archives all the posts by category, for
WHAT BLOGS ARE SAYING ABOUT
Samuel Adams does not have an official blog.
From 12/2/26-12/16/26, one blogger on
thekitchen.com wrote an extremely favorable
review of the Samuel Adams 2013 Utopias Craft
WHAT MESSAGE BOARDS ARE SAYING
ABOUT SOCIAL MEDIA
From 12/2/13-12/16/13 Samuel Adams was
mentioned in a forum called beerit (part of reddit).
This was actually a complaint about the company
putting their traditional Boston Lager in the new
Winter Variety Pack.
Samuel Adams was also mentioned on another
popular Beer forum, Beeradvocate.com. The topic
of conversation was the Winter Variety Pack (also
popular on Twitter).
WHAT DOES IT SAY ON WIKIPEDIA ABOUT
In addition to basic facts and history, there is one section
entitled Controversies that may have some information
that the company would not want the public to be able to
see so accessibly.
One particular controversy that probably gave the company
bad press at the time was the radio contest “Sex for Sam” in
2002, in which radio hosts encouraged couples to have sex in
public places. When one couple was charged with public
lewdness, the radio campaign stopped. This is probably
information that Samuel Adams would not want so easily
This section also documents a 2008 recall of certain bottles
which they said could have bits of glass in them. It says that
although there were no reports of injury, shares of the
company did drop 3%. This is also information the company
may not necessarily want the public to see.
SAMUEL ADAMS VS. YUENGLING
A comparative analysis
WHICH COMPANY HAS A LARGER PRESENCE
ON SOCIAL MEDIA?
Samuel Adams is the second largest craft beer brewery in the country,
second to only Yeungling. But, who’s ahead in social? Let’s take a look.
Although Samuel Adams now has considerably
more Facebook fans than Yuengling, it wasn’t
always that way.
This report measures how each fan page grew in like
since Dec. 10, 2010.
Green is Samuel Adams, Orange is Yuengling.
Samuel Adams has just a few hundred more Twitter
followers than Yeungling, and this takeover just
happened recently as you can see in this graph that
maps out the same time period.
Yuengling tweets far more often than Samuel
Adams and directly answers many of its customers
Both companies use Twitter similarly, and have
posted the same amount of times in two weeks
(15). The only differentiation is that Yuengling
shares photos from Facebook fans, like below.
WHAT SAMUEL ADAMS IS DOING WELL IN
“The Big Picture” – Samuel Adams is on nearly every social media
site possible. Its total dominance over competitor Yuengling shows
which company is better positioned for the future as social media
becomes increasingly important.
Visuals – With nearly every tweet and Facebook post, a picture was
included. Also, Samuel Adams has taken full advantage of photosharing sites such as Instagram and Pinterest.
Beer Authority – The goal of all social media accounts is consistent
and clear. Samuel Adams is trying to establish itself as an authority
and expert in the world of craft beer. In the time period that I
measured, the goal was more narrow, and that was to establish itself
as an authority in seasonal beers. There was cross-platform
promotions for all of the new Winter lagers and this worked since it is
Pinterest – The Pinterest page was impressive. It contained so
many boards for all different reasons to drink beer – and ways to do
it! This account helps make drinking Samuel Adams beer a lifestyle,
not just a purchase.
WHAT CAN SAMUEL ADAMS DO IN THE
As of now, there are very little replies to customers, while Yuengling does this regularly.
Respond to more customers on Twitter. Whether they are asking a question, commenting
negatively or positively, try to respond to people. People feel more loyal to a brand when
there is direct interaction.
Use Twitter to reveal exclusive news. For example, the lineup of beers in this year’s variety
Use Twitter to comment on national events – beer-related or not. The account did a great
job capitalizing on National Lager Day, but adding a clever beer-related take on pop
culture new would show the company’s fun personality.
tweet 4-5 times a day. Save posts where engagement is needed for the weekends (when
engagement on Twitter is the highest).
Try to get ratio of posts closer to 50/30/20 (News/Personality/Company)
Ask more questions in posts. The post with the highest engagement posed the
question “Without beer, life would be…” There are plenty of other opportunities their
thoughts on beer in general (does not need to be about specific Samuel Adams
Share more photo albums. The pictures with each post is very successful, but photo
albums actually receive more engagement than a single picture.
Keep using Facebook to respond to customer service requests. This is very effective
and looks like the company cares about each customer.
Post 4-5 times per week and keep posts short.
Post more videos like the one that showed how to make a keg out of a
pumpkin. This was a perfect way to showcase the pumpkin-flavored beer and
provide customers with a new, exciting way to use the product.
Feature videos from beer reviewers such as GregBeerReviews. This shows
that you care what your customers think about your product, and want others
to hear about the product from regular people.
Provide more content that is unique to Instagram. As of now, this looks like an
aggregation of pictures from the Twitter and Facebook pages.
Use Instagram to start contests similar to the contest on National Lager Day.
When conducting contests, post at least once a day to update players.
The best days to post for engagement are on Sundays.
Use some of the recipes and food that complements Samuel Adams beer to
capitalize on the popularity of food on Instagram. #Instafood is one of the most
popular hashtags on Instagram
Tag the location of the posts. For example, if the picture is from an event in
Boston, MA, tag that location.
Create more videos and share these videos across multiple social media
platforms to gain more followers. Also urge users of the other platforms to
follow the brand on Vine.
Use Vine to run contest. For example, ask users where they favorite place to
drink a SamuelAdams is? Include a video with people drinking Sam Adams in
places all over the world
Use Vine to provide tips about beer. For example, a video could show the
correct way to taste a beer, or pour a beer without foam.
Use these accounts to crowd source. Users of this app are beer
lovers. This is a very important character niche because users of
these sites are the ones telling their friends which beers to drink.
Monitor reviews and ratings of each beer. You can use this
information to change social media efforts around a specific beer if it
is not getting any reviews, or report back to the brewery if a certain
flavor or taste is found unfavorable by many reviewers.
Make the official blog more accessible and include a link to it with
your other social media sites on the bottom of the homepage.
Reblog reviews and anecdotal stories from other bloggers (if they are
favorable). This will increase the reach of these influencers.
Monitor message boards like beerit and beeradvocator,
because these are also influencers. These forums can
provide insight into what customers are thinking of the newest
beers or even the newest campaigns.
List all social media accounts on the main website.
Samuel Adams has a large presence on social
media, and seems to be growing ever day (Vine is
the latest addition).
Many of the accounts are used well, with minor
areas for improvement.
The company is able to create a buzz about their
seasonal beer selections. During this particular time
period, the contents of the Winter Variety Pack was
the most buzzed about topic. This bodes well for
future seasons and future variety packs that can be
promoted through social media in the same way.