Social Media Audit: ONA Coffee and Cosmorex Analysis

This report presents a social media audit comparing the strategies of ONA Coffee and Cosmorex Coffee, two prominent coffee brands in Canberra. The analysis examines their Facebook and Instagram presence, including content types, posting frequencies, follower counts, and engagement levels. ONA Coffee leverages aesthetics and online sales, while Cosmorex emphasizes transparency and customer connection through visual content showcasing their processes. The report highlights key themes, hashtag usage, and overall effectiveness of their social media marketing efforts, providing insights into how each brand engages its target audience and builds its online presence. The assignment fulfills the requirements of a group project to promote Canberra as a place to live or work through local coffee roasters.

Running Head: SOCIAL MEDIA AUDIT
SOCIAL MEDIA AUDIT
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SOCIAL MEDIA AUDIT
Canberra is significantly emerging as the land of coffee culture with more and more coffee shop
entering the beverage industry. ONA Coffee is one such brand, more specifically known as
Canberra’s largest specialty roaster and supplier ("Contact – ONA", 2019). This coffee brand
started its journey in the year 2008 and holds strong to its belief that coffee is definitely more
than just a drink. It is journey that tells stories of community, history, culture and above all
passion while on the other hand Cosmorex Coffee has a history of 35yeras and claims to be the
longest standing coffee roaster in Canberra. Thus it is of no doubt that Cosmorex Coffee stands
to be a strong competitor to this decade of ONA Coffee and this assignment would specifically
highlight on the social media strategy and activities adopted by both of these brands.
ONA Coffee
This brand has over 18000 likes on its Facebook platform and more than 44.8k followers on its
official Instagram Page. Both the social media platforms are strategically managed and updated
to keep the followers hooked to their page. The Facebook page is regularly updated with varied
events that the coffee brand hosts in and around Canberra like recently it posted about an event
named Brewers of the Lost Cup: a coffee brewing comp. The Instagarm posts are all about
aesthetics where tempting pictures of brewing cups of coffee and interesting information
regarding varied coffee products that are offered by the brand is regularly posted. The social
media sites are also effectively used by the brand to sell its products online with the prices
mentioned where as the feature called IGTV is used on Instagram to better advertise the brand’s
products and replying to the customers on a real time basis.

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SOCIAL MEDIA AUDIT
Cosmorex Coffee
It is much an older brand compared the former one, however the brand has left no stone unturned
when it comes to its social media presence ("Cosmorex Coffee | Coffee Roasting | The Best in
Coffee Beans, Machines & Equipment Cosmorex Coffee", 2019). Cosmorex Coffee believes is
building up an emotional connect with its target audience and is thus seen posting special posts
on occasions like Father’s day and largely emphasizes on showing the world how their coffee is
made by posting varied pictures of staffs working with utmost dedication. The main objective is
to maintain a strict transparency in operation to gain the trust and develop faith of the customers.
Thus the whole processing and brewing technique is shown through pictures along with tempting
pictures of varied foods that are always found ready and on the shelf of the café.
Thus both the brands largely emphasize on their social media marketing strategy and
acknowledges the fact that today’s key to success is remain active, interactive and online!

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SOCIAL MEDIA AUDIT
References
Contact – ONA. (2019). Retrieved 6 September 2019, from https://onacoffee.com.au/contact/
Cosmorex Coffee | Coffee Roasting | The Best in Coffee Beans, Machines & Equipment
Cosmorex Coffee. (2019). Retrieved 6 September 2019, from
http://www.cosmorex.com.au/