Anchor Steam Beer – Brand Social Media Audit

INTRODUCTION

The purpose of this audit is to answer several questions within the social media landscape:

1. Who is talking about Anchor Steam?
2. What are they saying?
3. Where are they saying it?

In order to provide some context, this social media audit will also attempt to answer the above three questions for several of Anchor Steam’s competitors.

OVERVIEW

Anchor Steam is essentially the flagship beer of the Anchor Brewing Company. Utilizing traditional brewing techniques and ingredients, Anchor Brewing is considered a craft beer^[1]. According to its website, Anchor Brewing relies on word of mouth in favor of advertising and marketing campaigns^[2]. Another important aspect of Anchor Brewing is its strict rules regarding how its beers can be distributed and strives for a slow expansion of its market area^[3]. These factors result in a unique opportunity to study how a specialty item with limited distribution is being discussed on the internet.
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