Social Media Audit — Eye Buy Direct

When I was search for a brand to select for this assignment, I was having trouble at first find a niche brand that I personally am a huge fan or even follow. Then, I reached out to my best friend Mauria and asked what brands are her favorite go-to for her to purchase the same product again and again. She brought up a few niche cosmetic brands, and then an eye-wear brand that she’s been a fan of for years now. Within minutes I was intrigued with my initial encounters and glimpses of Eye Buy Direct’s social media accounts and how intentional they are in encouraging audience engagement.

I selected online eye-wear retailer Eye Buy Direct as the brand to direct a social media audit to report. As I’ll share more about later, EBD surprised me with how active their Instagram presence is in particular.

Eye But Direct is strictly an online retailer for eye-wear ranging from: prescription glasses, sunglasses, and fashion frames. From my browsing through their social profiles for Instagram, Facebook, Twitter, and YouTube, the company’s greatest online social presence is on their Instagram account: Eyebuydirect. Something that makes this eye-wear brand stand out from its larger competitors like, America’s Best and Visionworks is the factor that EBD frames offer customization, trendy frames, and affordability.

What social media platforms is Eye Buy Direct present?

• Facebook: 200,000+ likes
• Twitter: 7,000+ followers
• Instagram: 188K followers (highest engagements
• YouTube: EyeBuyDirect
• Website/ Online Store Outlet: eyebuydirect.com (Desktop & Mobile Accessible Display)

EBD’s Brand voice:

Eye Buy Direct’s brand voice is very personal, informal and relatable to its target market. For the looks of their posts across social platforms, many of their customers appear to be male and females of diverse backgrounds, approximately ages 16–35. Another element that eludes to their brand voice is the emphasis their post make in mentioning how EBD glasses are fashionable that look fit for a A-list celeb and offer a high-quality product for non-luxury prices. The company’s Facebook and Twitter bios support that idea by expressing:

“ With 1,000 + styles starting at just $6, your search for the perfect pair starts here. #ItsHowYouFrameIt” (c: facebook.com/eyebuydirect)

How often are they posting and sharing their content online?

• Usually daily or every other day.
• Their dominant social platform is Instagram.
• Here audiences are exposed to many more opportunities to engage — Instagram Stories, IG TV, Photos, Highlight Stories, & Easy access to online eye-ware merchandise.

What day(s)/time(s) of the week?

Facebook provided the most repetitive time stamps of when they choose to upload posts: 10:45 am — 11:45 am CDT each day or every other day. When they post other variation of content online to Instagram in particular, here their posts vary much more in comparison to Facebook and Twitter. In example, and IGTV video or Instagram Stories holds time stamps that differ because the alternate platforms are not being used for the same follower interactions.

Free stuff anyone?

• Sept. 12, 2019: #ChillOutBlueLight Giveaway of entire collection to one lucky IG follower. 13,669 likes
• Sept. 25, 2019: Eye-Wear Giveaway to 5 selected Facebook followers
• This post received 2.5 engagements & 920 comments. The post with the highest number of Facebook engagements for September

Fan/Audience Engagement

• Replying to comments periodically
• Reposting fans who post photos of themselves wearing EBD frames
• Reposting fan product reviews across platforms

Side-by-Side Post Comparison

Good Post Examples

Bad Post Example

Let’s just say I’ll be a customer the next time I’m on the search for some new frames, Eye Buy Direct may just be the move. They’re certainly done well in being able to relate to there four-eyed friends like myself. Especially, expressed on their Instagram, Eye Buy Direct has curated content and continues to generate ways to encourage confidence and maximize affordability for customers to be comfortable and classy in their EBD frames.