Krispy Kreme rules on Facebook, Pizza Hut on Twitter
Total Social combines Engagement Labs’ proprietary eValue social media measurement tool and TalkTrack, a measurement source of word of mouth conversation from the Keller Fay Group, an Engagement Labs company.
Based on Engagement Labs’ eValue data, Krispy Kreme Doughnuts took the lead on Facebook, generating an overall eValue score of 80.37, which was a significant jump compared to the April 2015 rankings, where the brand placed 14th.
Boasting the most administrator posts out of the top Ten restaurants, Krispy Kreme Doughnuts drastically increased its Engagement subscore by posting content with images of its latest products and promotions connecting the brand to events such as Pirate Day and Halloween.
Previously top-ranked brand on Facebook, Wendy’s experienced a drop to second place after the six-month analysis, with a 13-point decrease in its eValue score to 78.94. The decrease in its overall eValue score is due to the brand’s Responsiveness subscore dropping significantly.
On Twitter, Pizza Hut remained in first place and received the highest Impact subscore of 91.77 and 66.11 for Responsiveness. Chipotle Mexican Grill jumped three spots from sixth place to third with the highest Responsiveness subscore of 80.04. Chipotle Mexican Grill responds to followers by having admins sign off using their names.
This humanizes the responses and makes the tweets more personal, building brand affinity among consumers. Meanwhile, Burger King, which previously held the second place slot, drastically dropped to ninth place with a decrease in both Engagement and Responsiveness.
As reflected by the TalkTrack data, while the top Ten brands for offline word of mouth conversations comprise many brands included in the eValue rankings, there are significant differences in the rankings overall. McDonald’s proved to be the most talked-about QSR brand offline, while Taco Bell placed second for word of mouth conversation.
Neither first place brands in the eValue rankings, Krispy Kreme Doughnuts and Pizza Hut, made it to the TalkTrack top Ten. ■