Different fast food chains are finding success in different aspects of social media, according to a study by Unmetric. While all the major chains have a presence, they vary in how they respond to messages, where their fans are located, and how many users they have, reported The Wall Street Journal.
For instance, while McDonald's took longer to respond to tweets than Wendy's or Burger King, it responded more often. Chipotle Mexican Grill had the highest response rate of any fast food companies, and one of the best response times as well, but it sent few direct messages. At the same time, 69% of Domino's Pizza's Twitter replies were direct messages. Starbucks had the most Twitter followers at 7.7 million, twice that of second-largest food brand McDonald's at 2.8 million.
Facebook had interesting stats for Pizza Hut, which had 19% of its 24.1 million fans in India, second only to the 24% of fans in the U.S. Domino's also had 19% of its 9.7 million fans in India, possibly showing a growing appreciation for pizza in the country.
Burger King posted the shortest videos to YouTube, with an average length of 33 seconds. On the other end was Dunkin' Donuts, averaging 1:53 for each spot Starbucks dominated in total uploads, with 498 videos garnering, but Chipotle received an average of 289,998 views for each of its 87 videos, well over twice the amount of any other chain.
Could the approaches different companies take towards social media reflect their marketing in other areas?