Different fast food chains are finding success in different aspects of social media, according to a study by Unmetric. While all the major chains have a presence, they vary in how they respond to messages, where their fans are located, and how many users they have, reported The Wall Street Journal.
For instance, while McDonald's took longer to respond to tweets than Wendy's or Burger King, it responded more often. Chipotle Mexican Grill had the highest response rate of any fast food companies, and one of the best response times as well, but it sent few direct messages. At the same time, 69% of Domino's Pizza's Twitter replies were direct messages. Starbucks had the most Twitter followers at 7.7 million, twice that of second-largest food brand McDonald's at 2.8 million.
Facebook had interesting stats for Pizza Hut, which had 19% of its 24.1 million fans in India, second only to the 24% of fans in the U.S. Domino's also had 19% of its 9.7 million fans in India, possibly showing a growing appreciation for pizza in the country.
Burger King posted the shortest videos to YouTube, with an average length of 33 seconds. On the other end was Dunkin' Donuts, averaging 1:53 for each spot Starbucks dominated in total uploads, with 498 videos garnering, but Chipotle received an average of 289,998 views for each of its 87 videos, well over twice the amount of any other chain.
Could the approaches different companies take towards social media reflect their marketing in other areas?
Companies will pay billions of dollars this year to online personalities, known as influencers, to publicize their products on social media, reported The Wall Street Journal (Oct. 21).read more
With a background in both daily and weekly publications, Bryan has worked as a journalist since freelancing for his hometown paper in high school. He has since written both in print and online for min, The Times of Trenton and North Jersey Media Group, holding positions from stringer to editor. With a background as a news reporter, he has learned to seek out the focus behind the story, digging for the most important information.
There are no comments, yet. Why don't you add one?
10 Mountainview Road
Upper Saddle River, NJ 07458
Food Institute reps are available to answer your questions
BECOME A MEMBER
For close to 90 years, The Food Institute has been the best "single source" for food industry executives, delivering actionable information daily via email updates, weekly through The Food Institute Report and via a comprehensive web research library. Our information gathering method is not just a "keyword search."