Fast food brands lead the way in engaging with social media users
A new study has found that fast food brands are leading the way when it comes to engaging with their social media users.
The latest Food and Beverage Social Media Benchmark from eDigitalResearch reveals that McDonald’s, Nando’s and Domino’s appear within the top five across all benchmark’s league tables due to their huge global following.
With a combined following of 85 million followers on Facebook, all three brands were found to have increased their social media follower numbers since September 2014.
The latest benchmark also found that pizza chain Papa John’s has jumped 15 places in the Facebook league table, having gained more than two million new followers since September 2014. The increase was attributed to the brand’s work in creating diverse content such as videos and competitions in the last few months which helped it to beat rival Domino’s in the overall league table.
Meanwhile, Starbuck’s was found to have over three and half million followers on Google+ which is over three million more than second place Nando’s. eDigitalResearch said Starbucks had benefited from using its social fans in its product development process with its latest #FanFlavors campaign enabling followers to voice their opinion for products in the pipeline.
Kat Hounsell, sales and marketing director at eDigitalResearch, said: “The use of social media is now paramount for food and beverage brands. Our most recent benchmark results demonstrate that having a creative and interactive social media strategy is key to increasing your brands presence. Given the social nature of the food and beverage market, listening to feedback and creating a connection with your customers on a local and global level is key to increasing your brand following and overall, improving the brand experience”.
