Monitoring & Social Media Marketing: #JusticeforBradsWife (Cracker Barrel) Case Study

Social media has been ablaze with news of an Indiana woman who was fired by her employer of 11 years, Cracker Barrel. Her husband, Brad, took to Cracker Barrel’s Facebook page to ask why his wife was fired. The rest as they say is history.
You can read more about the story here.

My Social Media Marketing class is covering monitoring and metrics this week, so I used the amazing real-time tracking tool at to assess the #JusticeforBradsWife situation. I’ve shared some highlights below.

Last I checked, no response was forthcoming from Cracker Barrel. Its silence may actually stimulate more negative sentiment from the Twitterverse. Research by SproutSocial found that when people’s social media posts are ignored by brands, they may try all the harder to shame the company and spread negative chatter. You can read more about SproutSocial’s research here.

Brad’s wife’s story has spread far and wide and done so quickly. You can see the spikes in the story over the last few days and the story reach.

Overview of Reach, Impressions, and the Viral Spread


It looks as though #JusticeforBradsWife struck a cord with men!

Some themes can be spotted underlying the primary story — work-life conflict, gender roles, humor, and desire for fairness.

Different types of content are included in user posts – including images of Cracker Barrel stores.

Multi-Media Content in User Posts

You can track new posts for #JusticeforBradsWife, see RTs, and the sentiment score for each post.

Are these original posts or retweets?

Word is spreading to other countries!

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