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MauiJimandCostaarebothAmericanbasedcompaniesthataremajorplayersinthe

eyewearindustry.Bothcompaniesaroseintheearly1980’s,andhavebeenkeycontributorstothecurrentfashionstatementsandstylesof

eyewear.Consideringthequicktrendchanges,bothcompaniesmustuGlizeallaspectsofsocialmediatodrivetheirsales,trafficandcustomer

servicegoals.

ThroughoutthispresentaGonIwillanalyzeeachsocialmediaplaLormthatisusedbyMauiJimandCostaDelMar,andcompare.AccordingtotheinformaGongatheredIwillpresentwhichbranduseseachplaLormmoreeffecGvely,andthendenoteanoverallwinnertoconclude.

ThroughmyresearchIhavecometoconcludethatCostaDelMarhasanoverallstrongerpresenceinsocialmediathanMauiJimbecauseofitsdiverseexistencerangingacrossmulGpleplaLorms.

MauiJimisasunglass,eyewearandapparelbasedcompanythatwasformedin1980onthebeachesofMaui,HawaiibyJimRichards.Thiscompanyissprawledacrosssixteencountriesandemploysbetween1,000–5,000employees.Thecompanyisprivatelyowned,therefore,theirtotalrevenueisunknown.Also,in2015,thecompanywasawardedoneofthe“HealthiestCompaniesinAmerica”byInteracGveHealth.

Headquarters:Peoria,Illinois

CostaDelMarInc.isasunglassandapparelbasedcompanythatwasformedin1983byagroupoffishermenthatadventuredtheworldtogetherandwantedamoredurablepairofglassestosustaintheiracGviGes.ThecompanyisbasedinDaytonaBeach,Florida,andonlyemploysabout50–200employees.Costaisnotlocatedinothercountries,butdoesoffershippingtoahandfulofinternaGonalcountries.TheiresGmatedrevenuefor2015wasaroundonemilliondollars.

CostaDelMar MauiJim

ThisinformaGonwascollectedontheSocialMenGonwebsitewhichdenotesthestrength,reach,senGmentandpassionofindividualsdiscussingMauiJimandCostaDelMarkeywordsviasocialmediaplaLorms.Eachcompanyseemstohavesimilarstrengthnumbers,butvaryalotwhenitcomestopassionandreach.CostaDelMardemonstratesthatithasmorepassionateconversaGonsviasocialmediathanMauiJim,butMauihasalargerreach,whichinmyopinion,a^ributestothesizeofeachofthecompanies.MauiJimisamorewellknownandalargercompany,butCostahasasmallermoreloyalfollowing.

BothcoverphotosforMauiJim,andCostaDelMarpresentavividphotographwithintensecolorstograbtheaudiencesa^enGonassoonastheyentertheFacebookpage.ThetabsfeaturedontheCostaDelMarFacebookpageinclude:Twi^er,sharkquizgiveaway,winCostaweekly,photos,Pinterest,Instagram,videos,YouTube,postsandevents.WhilemenGoningthatMauiJimonlyincludesthebasicfeaturesplusTwi^erandInstagram.

AnotherpieceoftheanalysisthatIlookedintowasengagementbythebrandwithit’scustomersviatheFacebookpage.ManycustomershavecommentedwithquesGonsandconcernsontheMauiJimFacebookpage,butnoanswerfromthebrand.Whileontheothersideofthespectrum,CostaDelMaravidlyrespondswithinformaGononrepairs,returns,andwarranGestoaddresscustomersconcernsquicklyandeffecGvely.

MauiJimislackingwhenitcomestoengagementalltogether.

Whilejustlookingattheoverallnumbersuchastweets,followers,likes,etc.,CostahasamuchlargerfollowingandhigherengagementraGowithit’scustomersthanMauiJim.ItisapparentwhileexploringeachcompaniesTwi^eraccountsthatCostaDelMarisclearlyusingthisplaLormmoreeffecGvely.ItisinteracGngandengagingwiththeaudiencebyposGnghashtags,experiencestories,events,currentwatercleanupnewsandcontests.

MauiJimseemstorecyclethesamecontentonTwi^erasitdoesFacebook.ThecontentinvolvesawellexecutedphotographwithanotsowellexecutedsentencethatdoesnotengageindividualstointeractandparGcipateintheconversaGon.

Pinterestisaveryuserfriendlywebsitethatallowsuserstolike,repinandpostpinstotheirownboardscreaGngwellorganizedpersonalizedmedia.Whilesayingthis,alotofcompaniesdonotchoosePinterestastherefirstchoiceofmarkeGngplaLormsbecauseitcanbedifficulttocreateimagesthatflowtogetherandrelatetotheoverallbrand.AnotherstruggleistoorganizetheseimagesinacreaGveandinnovaGvewaythata^ractstheaudience.CostaDelMar’sPinterestoffers20creaGveboardsthatarGsGcallydemonstratethebrandandthebrandsobjecGves.AfewexamplesofCosta’sboardsare:“CostaHitstheRoad,”“FriendsofCosta”and“Inshorefishing.”Costahas2.8kfollowersand1.8kpins.Ontheotherend,MauiJimhas0pinsand715followers,thereforeMauiisbringinginanaudiencebuttheseindividualshavenocontenttolookat.ThisplaLormmaynotbemarketersfirstchoice,buttohavenopresenceisnotagoodsign.

CostaDelMarhasapproximately100employeessignedintotheirLinkedInaccount;anumbersmallerthanexpected.CostadoessucceedwithposGngavailableposiGonsanddetailedPDFdocumentslayingoutinformaGonontheposiGon.ThiscompanyalsocommunicateswiththeaudiencereferringtojobopportuniGes.CostaeffecGvelyusesthisplaLormforitspurposewhichisidenGfyingpotenGalemployeesandpresenGnginternaljobopportuniGestothemasses.

ForMauiJimthisplaLormdoesnotdiffermuchatallfromtheothers.ThecompanypostsjobopportuniGesinfrequently,anddoesnotgiveanyfurtherinformaGonorlinkstoinquire.MauiJimdoesnotpostanyengagingcontent,nordotheyinteractwiththeiraudiencewhatsoever.OverallMauiJimdidnotexcelatthisplaLormfortheabovereasons.

ItisrefreshingtoseenewcontentonCosta’sInstagram.ThecapGonsarea^enGongrabbing,andenGcing.Thecompanyhas295kfollowersand1,225posts.ThehashtagsarecreaGve,andhelpguidetheaudiencetothemicrogoalsforCosta.ThisplaLormwasusedcorrectlyandeffecGvelybyCostaDelMarconsideringthevastkeywordsandcreaGvephotosthataresharedonadaytodaybasis.

LikeMauiJim’sotherplaLorms,theengagementisnotthere.TheabovephotosonInstagramarethesamethatarepostedontheotherplaLormsaswell.Instagram’spurposeistoinvitecustomersinbyusingarGsGcphotos,buthowcanthisbearGsGciftheseimagesareregurgitatedthroughoutnumerousdiverseplaLorms?Onanothernote,MauiJimhas591postsand40.2kfollowers.ThesenumbersarefarbelowwhatCosta’sfollowingandinteracGonare.

MauiJimhasaverycolorfulandeasy-to-maneuverwebsite.Aboveall,MauiJimdoesanexquisitejobwithitsphotography.ThebanneratthetopofthepageissocolorfulandvividtoexemplifytheclarityofaMauiJimlens.Therearetabsforshopping,customercare,prescripGon,retailersandalogintabformembers.Atthetop,thereisalsoanareawhereanyoucansubscribetotheMauiJimemailnewsle^er.Everythingthatwouldneedtobefound,canbefoundwithoutfrustraGon.However,thedownfallisthattheothersocialmediaplaLormsdonotdrivetrafficbacktoh^p://www.mauijim.com.

UnliketheMauiJimwebsite,CostaDelMarhastabstobedirectedtotheirFacebook,Twi^er,Pinterest,Youtube,InstagramandGoogle+.ThewebsitecontainsalltheothertabsthatMauihasaswell,liketheshoppingandcustomerserviceopGon.TheCostasiteisnotaseasytonavigate,butitdoescontainasearchbaratthetoprighttobalancethis.ThewebsiteisnotasarGsGcallyappealingasMauiJimeither.Themaindifferenceisthattrafficisdrivenbacktowww.costadelmar.comfromallthepreviouslymenGonedsocialmediaplaLorms,therefore,promoGngconversions(sales).

AndtheWinnerIs…CostaDelMaristhedefinitewinnerinthisbrand

comparisonanalysisforthesereasons:__________________________________________

1.  PresenceinnumerousdiverseplaLorms2.  Highervolumeoffollowers3.  Contentisappealing,creaGveandoriginal4.  CostapublishescontentoneachplaLormaccording

totheplaLormspurpose(notjustposttopost)