Restaurant Social Media Top Dogs

A lot of big-name companies are already using social media to their full advantage, and a new report found that many restaurants are doing the same.

The Nation’s Restaurant News (NRN) recently unveiled its Restaurant Social Media Index for 2012, showcasing the top 100 companies that have a strong presence on social media sites like Twitter and Facebook.

The index is meant to help less-savvy restaurants learn how to use social media, digital content, and overall brand development more effectively by pointing out companies that are already doing a great job.

In order to come up with the index, NRN looked at more than 600 restaurants and 23 million consumers. Each restaurant is graded on its social presence and engagement on Facebook, Foursquare, Google+, and YouTube, among others. The company also looked at Klout, DigitalCoCo Social Insights, and Sentiment Analytics.

The top 10 restaurants on the social media index are:

  1. Starbucks: 245.17
  2. Wendy’s: 212.77
  3. Red Mango: 208.89
  4. McDonald’s: 198.42
  5. Chick-fil-A: 191.91
  6. Panera Bread: 190.62
  7. Chipotle Mexican Grill: 188.96
  8. Taco Bell: 184.11
  9. Subway: 179.58
  10. Firehouse Subs: 179

Starbucks, the company listed as being most social media savvy, has a unique way of interacting with its consumers and has developed a huge following, with over 31 million likes on Facebook alone. Starbucks knows its brand well and has found a way to engage people in a different way every day – whether they are advertising daily specials, posting pictures of the newest coffee release, or holding contests to see which city will receive new drinks before everyone else.

All of these companies already know the importance of building a strong brand and engaging with customers, something they already do in real life and have continued to do on social media sites.

Scottsdale-based Hungry Thumb highlights much information related to restaurant social media on their blog, and QSRweb.com and Foodservice Social Media Universe, whose foodservice social media conference I attended last year (It was awesome! Go this year if you can!), just unveiled this great Restaurant Social Media Top 10 Infographic -

Restaurant Social Media Top 10 [Infographic]

Do any of these brands surprise you?

  • http://SHGWW.com/ Jeffrey Summers

    Numbers don’t mean success. Most of these brands have posted flat sales and traffic counts. So where’s the connection between using social media as just another push platform and real business success? All content is not engagement and all engagement isn’t viable social content. It’s time to get serious about the social conversation.

    • http://socialhospitality.com Debbie Miller

      GREAT points, Jeffrey! You’re absolutely right. I think the biggest obstacle in relaying true social ROI resides in most brands’ inability to be able to explicitly link each social mention directly to a purchase/conversion. Nevertheless, the brands mentioned do, for the most part, do a great job being social savvy (i.e. variety of content; responding to/acknowledging complaints; lots of engagement and not just selling, etc), whereas many brands, still, unfortunately, just use social media channels to simply talk and not listen.

      • http://SHGWW.com/ Jeffrey Summers

        Anyone can be “socially savvy” if they have a team of technical experts managing their platforms. But just because you build it, doesn’t mean they will come – read: negative traffic counts.

        ROI isn’t rocket surgery. Anything that is more than two degrees of separation between the marketing event and a sale is pointless. Contests don’t work either – one winner and 10,000 losers invites trial? Please. Social platforms are just that – social platforms. Selling on them is anathema to guests. Loyalty? No way! Educate, inform, amplify the guest experience, use social platforms as one tactic in an integrated communications strategy, but let’s stop thinking that inane sales tactics are engagement or that they work to build sales and traffic.