A new report that examined the overall performance of 100 restaurant brands across social media, looking at more than 740 million restaurant-related posts, has found that the most successful brands are focused on listening to and engaging with customers online and creating some best practices that are applicable for many others. The results are in NetBase's, a social analytics company, first NetBase Restaurant Report.
"It's clear from the NetBase Restaurant Report that companies who listen to their customers - whether it be critical customer service feedback, ideas for new recipes, or excitement over a recent promotion - reap the benefits of real-time feedback and higher quality social interactions, which can ultimately lead to more sales," says Paige Leidig, chief marketing officer at NetBase. "Social listening can also help you establish relationships with super fans and influencers in their space, so you have a built in group of testers for early products or new campaign ideas, or a group to help share your message if issues arise."
The NetBase Restaurant Report is based on monitoring restaurant brand conversations across Twitter and Facebook between January 2015 and December 2015, and measuring volume of conversation, awareness (as a measure of earned impressions), reach (a measure of owned impressions), net sentiment, and brand passion. The brands were broken into the following categories: quick service, fast casual, and casual dining restaurants. There were more than 740 total posts analyzed during that time, with a net sentiment of 70 percent, representing a largely positive attitude towards the restaurant industry.
After analyzing the top restaurant brands, NetBase leveraged its findings to create a social media best practices guide available for download here: http://pages.netbase.com/EB-2016RestaurantGuide.html.
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