Pop Tarts Social Media Analysis

Klay Kinman
Nov 5 · 3 min read

In the unlikely event that you are not already familiar with pop tarts, they are meant to be a breakfast pastry that is put in the toaster and warmed up though I would say they are eaten as a snack at any point during the day just as often as they are eaten for breakfast. They come in many different flavors and also have limited edition flavors that come out multiple times during the year as the seasons and holidays come and go. You probably already know all of this and have consumed hundreds if not thousands in your lifetime as these are often a staple in a child’s diet and are widely known across the world. The worldwide popularity of pop tarts ultimately makes analyzing what is being posted about them on social media an interesting activity.

Using social media listening tools makes analyzing what is being said about a brand or individual a much easier process than doing it manually. The particular platform of choice I used to analyze what is being posted about pop tarts was Awario. Awario is an “audacious project designed to change the world of social media intelligence and analytics” by allowing users to track the reach, language, sentiment, platforms used, countries, and mentions of posts that involve a topic they define.

When tracking posts about pop tarts, I looked at all of the posts involving their brand within the past seven days. Of these posts, Awario deemed 29.1% positive 52.1% neutral, and 18.8% negative in sentiment. This statistic is quite useful to a brand but is to be taken with a grain of salt as it merely uses formulas to attempt to understand the positivity or negativity of a post.

Some other interesting statistics were that 87.7% of posts were in the English language and nearly 90% of posts were posted on Twitter as opposed to other platforms. 38.3% of posts were from the U.S. and the tweets themselves within the last 7 days reached 2.9 million users. As far as what was being said about the company on social media, it was mainly people posting about their craving of pop tarts or their preferences when it came to consuming pop tarts.

One user by the name of Awes567 on Reddit posted “Eating PopTarts un-toasted is so much better than eating them toasted.” Another user by the name of tylerhabx on Twitter tweeted “ Bro. Buttered cinnamon sugar poptarts SLAP”. Another user by the name of Angela Calabrese on Twitter tweeted “ S’mores flavored poptarts are the best don’t @ me”. A final user by the name of raccorns on Twitter tweeted “ i miss red velvet poptarts so much. tried making some myself from a recipe i found online. they taste nothing like real red velvet poptarts. PLEASE bring them back @KelloggsUS @PopTartsUS”.

As seen within the posts shared above, people enjoy posting about their love for pop tarts. Posts involving people tweeting about their cravings for pop tarts, preferences of how to eat pop tarts, or people’s favorite flavor of pop tart take up the majority of what is being said about the company on social media platforms. Even though pop tarts have it pretty easy with the majority of the posts on social media about them being positive, it is still important for the company to track these statistics and use it when making decisions moving forward. Using these social media listening tools can help any company manage its social media presence and help govern its decisions moving forward.

UF CJC Online

Sources:

https://awario.com/about/

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