Detroit Restaurants Struggle with Twitter, Study Suggests

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Analysis by Such Great Heights Marketing reveals Detroit-area restaurants have room for improvement on Twitter.

Detroit Restaurants on Twitter 2012
Our overall findings suggest there’s plenty of room for improvement.

Such Great Heights Marketing LLC, a Detroit marketing company specializing in restaurant social media, released an analysis of area restaurants that use Twitter.

Conducted in October 2012, the Detroit Restaurants on Twitter 2012 study looked at how 50 Detroit-area restaurants performed on Twitter. Included in the analysis were traditional sit-down restaurants, Coney Island restaurants, cafes, pizzerias, food trucks and more.

Findings revealed an alarming abandonment rate: one in five restaurants abandoned their Twitter accounts. Other shortcomings included a less-than-stellar tweet frequency; the average tweet rate was one every three days among active accounts.

“We kept coming across restaurants that were using Twitter incorrectly and inefficiently, spurring our interest to benchmark how they’re performing as a whole,” said Brett Heitz, President of Such Great Heights Marketing.

The news isn’t all bad. Active accounts ranked high on tweet quality, a metric that took into account value, engagement, and professionalism. Additionally, restaurants that were most active on Twitter appeared to grasp the importance of persistence as suggested by the number of tweets and followers they averaged.

“There are numerous restaurants in the area using Twitter effectively, but our overall findings suggest there’s plenty of room for improvement,” added Heitz.

You can read the Detroit Restaurants on Twitter 2012 analysis, accompanied by an infographic, on the company’s website.

About
Such Great Heights Marketing LLC is a Detroit marketing company specializing in social media marketing for restaurants and small businesses. In addition, the company provides inbound marketing services, email and other forms of online marketing, consulting, graphic design, website design, and more. For more information, visit SuchGreatHeightsMarketing.com.

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