CHICAGO -- Over the past 50 years, fast-food chains have redefined the American dining experience. In the age of social media, public scrutiny is at an all time high, and these restaurants have a new opportunity to connect with and understand the interaction between fans and fast food.
Unmetric, a social benchmarking company, has released its Fast Food Report, detailing the social media efforts of the top 16 fast-food chains in 2012 to better understand the interaction between the top quick-serve restaurants and their customers on social media. With this Fast Food Report, Unmetric identifies which chains are doing the best job at gaining new fans, keeping them updated, and carrying on conversations via social media.
Click here to view the full infographic.The report relies on the Unmetric Score, a blend of 24 qualitative and quantitative social media metrics, weighted and balanced to produce a single benchmarkable number.
According to the Unmetric Scores, McDonald's ranks as the most astute fast food chain in social media, followed closely by Taco Bell. Not surprising, considering the two fast-food chains saw a lot of buzz in recent months (though this press was not all positive; both chains suffered from negative coverage); however, when it comes to growth and conversation for 2012, it's the McDonald's vs. Burger King rivalry that stands out.
Below is a summary of Unmetric's Fast Food Report Findings:
Top Unmetric Scores on Facebook
Top Unmetric Scores on Twitter
Fastest Growing Chains on Facebook
Slowest Growing Chains on Facebook
Five Fastest Growing Chains on Twitter
Slowest Growing Chains on Twitter
Most Replies on Twitter
Highest Engagement (Calculation of Likes, Comments, Shares and Impressions that each FB post receives)
Fastest Average Reply Time on Twitter
Slowest Average Reply Time on Twitter
Most Female Fans on Facebook
Most Male Fans on Facebook
"Large fast food chains have long dominated commercial airwaves," said Unmetric CEO, Lux Narayan, "but in the era of social media these restaurants have a new opportunity to directly engage with fans and seek out a competitive edge. The Unmetric Fast Food Report provides a first look at social media benchmarks and reveals how each chain uses various tactics to uniquely connect with fans and followers."
Chicago-based Unmetric compiled its report by sourcing data from its social media benchmark platform. All statistics were gathered from Jan. 1, 2012 to April 30, 2012.