Social Media Audit of YETI

 
• By Lauren Malenfant
Organization Mission/ Vision/ Values
• As found on YETI’s homepage of yeti.com, YETI has a “simple
mission” to build the hard cooler they would personally use everyday.
• Moving forward from their original product of yeti, they have kept
their mission of building products to improve their customers time in
the wild
• YETI prides themselves on product innovation and firsthand
experience in the field to help deliver the best products
Facebook
Posting Frequency (weekly) YETI posts weekly, ranging from 1-5 posts per week

Content topic focus (ex. Content themes, audience, etc.)
Post type (ratio of video/image/text-only/ links)
Media sourcing (type of imagery used, ex. stock photos,
professional, user-generated, etc.)
Typical engagement rate (comments + likes + shares / total Their typical engagement rate on facebook is .07%
following)
Response strategy
 The focus of these posts are on their products being used in real life
situations.
Along with the occasional announcement of a new product line, or
color collection.
 Of the past 20 posts, 13 included images, and the other 7 included
videos.
All 20 posts included a link to either their website, their partners
websites, or directed you to a full version of the video posted on a
different page
 The pictures and videos used are professional that they/their
advertising team/agency have created.
They have also shared photos/videos from companies/people they are
partnered with and of people using their products
YETI does not reply to people who comment on their posts on
facebook
Facebook – Most Popular Content

• When looking through their 20 most recent posts, the post that had the
most likes and shares was their announcement of their new color line,
Sandstone. This post included a picture of three of their products in the
color, with a brief description along with a link to shop the line.
• The second most liked post was an announcement with photos of their
new store opening in North Austin.
Instagram
Posting Frequency (weekly)
Content topic focus (ex. Content themes, audience, etc.)
Post type (ratio of video/image/text-only/ links)
Media sourcing (type of imagery used, ex. stock photos,
professional, user-generated, etc.)
Typical engagement rate (comments + likes + shares / total Their typical engagement rate on Instagram is .44%
following)
Response strategy
YETI posts 6-7 times per week, with one post per day on
average.
Their content is similar to what they post on facebook, showing
their products being used and showing their products and color
lines.
Their instagram also has a mixture of photos and videos, with 6
of the last 20 being videos, and the rest photos.
Just like on their facebook, YETI posts professional photos of
their products and videos of their partners/ambassadors
They also share videos that people have tagged them in
occasionally.
When looking through their instagram comments, YETI replies
much more often than they do on facebook.
 SWOT Analysis
  AWARENESS CONSIDERATION CONVERSION RETENTION (REWARDING
(AMONG NON- (CONTENT (IMMEDIATE EXISTING
FOLLOWERS) ENGAGEMENT) ACTION) FOLLOWERS/DONORS)

Strengths YETI does a good  Photos and Videos  Links that direct  Reposting customers who
job of partnering on every post are customers share photos/videos of them
with other engaging for directly to their using their products
people/ambassad customers, along store page allows
ors/companies to with links to full customers to
get their name out length videos and shop their
there their website products easily
Weaknesses I have not seen Low Engagement  Do not utilize Followers do not seem to
many tv ads from Rates instagrams shop get any perks/rewards
YETI Very low amounts of feature, which
shares on posts would allow
customers to
never leave the
app to shop
• Is there content that really resonated with the audiences that you think
they should do more of?
• While the posts that get the most likes seem to be announcements
of new products/colors, we know that is not an everyday type of
post. I believe that emphasizing the colors they do have and creating
photos that show different color and product combinations will catch
peoples eye.

• How well aligned is the content with our stated mission/values?

• I believe their content is very aligned with their mission and values.
Their mission states that they “build products to improve their
customers time in the wild” and that is exactly what they show on
their social media - people using their products and having a good
time in the wild.
• Are there ways they could be more responsive to their audiences?
• I believe that YETI could work on responding and interacting with
their audience more, especially on facebook. People have begun using
social media as place to connect with brands and ask questions, and if
YETI’s social media team took time to respond to comments and
answer questions there I believe they would create more dedicated
and interested customers.

• Does it look like they are adapting their content for the channel and the
type of audience(s) likely to frequent that channel?
• While they offer similar posts on both channels of social media I
looked at, I believe this is the correct approach. On both channels, the
audience is looking for what the brand is about and to see their
products and the content does just that.