MoonPie Social Media Audit

Auditing an organization’s social media is helpful to determine an audience, voice, and character of a brand. In the case of MoonPie, they have an extremely strong voice already.

I chose to audit Moon Pie’s social media for a few reasons. Originally, I didn’t even know what moon pie was… I thought it was a dessert you could buy at a gas station? I grew up in a home with an insanely healthy mom, so I never really got to try any of those. About four years ago moon pie was blowing up all over Twitter. They had tons of engagement, followers, and a hilarious identity and voice. When considering what social media to audit, I knew this was something I wanted to look further into.

Moon Pie has a large presence on Twitter, Instagram, and Facebook. Each platform posts different content, but the voice stays the same. The voice of Moon Pie is similar to a high schooler. Very nonchalant, brutally honest, and hilarious. They use small things like improper grammar and slang to have a younger voice and this appeals to the younger audiences. They make jokes and are extremely humanlike. They personified the brand into a ruthless teenager. With this, they engage their fans constantly. Their savage comments of roasting people, making fun of other brands, calling out haters, and being sarcastic is all they need to maintain their following. This is what sets them apart. They stay consistently on brand with their nonchalant and sarcastic attitude and continue interacting with other brands such as Wendy’s to increase overall awareness.

• Facebook: Similar to Instagram, the posts on Facebook are sporadic, about once every 10 days. Their Facebook page has just under 70k likes and comments are constant.

• Twitter: With 291k followers, Twitter is by far the largest platform for MoonPie. The postings schedule here is very irregular. Over the past 6 months, it varies from 4 times a day to once a week. This is part of their brand in a sense. They keep people on their toes with this one.

• Instagram: Here, MoonPie posts about once a week for their 20.5k followers. Most are graphics with witty captions and ones that ask for their audience to engage in the comment section.

The age of social media users is getting younger each year. With this comes new types of humor and losing interest in brands can happen quickly. In order to stay popular and seen, appealing to the masses is exactly what has to happen, and MoonPie did that and more. Their social media is successful in all senses, with honesty, wit, and engagement, they revived their brand and are heavily followed.