Chicago, IL (PRWEB) July 14, 2012
Over the past fifty 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, the leading social benchmarking company, today releases 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.
The report relies on the Unmetric Score, a measurement unique to Unmetric’s platform, designed to take benchmark algorithms to the next level. The score is a scientific 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:
As it relates to Facebook and Twitter, here’s a break down of the metrics worth noting:
“Large fast food chains have long dominated commercial airwaves,” says 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.”
Using a combination of advanced algorithms and human computing power, Unmetric delivers data and benchmark insights for various industry sectors that were previously unavailable, such as content strategy, engagement, growth, timing and frequency of tweets and posts on Twitter, Facebook and YouTube. Unmetric supplies a distinct, high-demand service for brands that stops companies from flying blind with their social media efforts, and brands are finally able to answer the basic business question of “Are we doing well?” when it comes to their social media presence.
Unmetric compiled its report by sourcing data from its social media benchmark platform. All statistics were gathered from January 1, 2012 to April 30, 2012.
Unmetric Inc. is headquartered in Chicago and works with clients across the world. The Unmetric platform was established to give Fortune 500 companies and other large global brands key performance data around which they could benchmark their social media efforts and answer the question “Are we doing well?”.