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Craft Breweries Compared To Twitter's Success

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Compared to Twitter and Instagram, Facebook provides the most benefits for craft breweries to build and raise brand awareness. Facebook is a social media channel that reach the largest audiences of craft breweries. Most craft breweries’ target audiences are on this platform. The study found that most Gen Xers are using Facebook, 70 percent of Facebook users are white, and 75 percent of adults who earn a high salary are utilizing Facebook (Duggan 2015). To increase awareness, these factors provide craft breweries great opportunities to reach their target audiences who are Gen Xers, white, and affluent, to select various features, and get more engagement when they use Facebook. The daily engagement rate on Facebook is also higher than Twitter and Instagram (Duggan 2015). Facebook has more features than Twitter and Instagram as well (Tuten …show more content…

Twitter is a great channel for providing news of craft breweries when they create an events or releasing new products because Twitter users are more likely to use it to follow for news (Barthel et al. 2015). The behavior of Twitter users provides an opportunity for the visibility of craft breweries on this platform when they release their breweries’ news and products, or create events. Yet Twitter is only popular among the target segment of craft breweries who are well educated (Bennett 2011; Duggan 2015) Surprisingly, Twitter has a low engagement rate compared to Facebook and Instagram, and Twitter is not as popular as Facebook and Instagram among United States adults. Additionally, although Twitter provide a hashtag feature for craft breweries to use for categorizing themselves (Jantsch 2010; Tuten and Solomon 2015), sharing the short length of characters and videos on the site would be a challenge for craft breweries if they are not familiar with this

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