McDonald’s continues to rule the top of foodservice companies present in social media, according to research by Sprinklr, a company that investigates which restaurants are winning in social and which ones have room for strategic improvement.
As they found out, across seven key metrics (engagement, earned impressions, impressions, active audience, active participants, followers, brand posts), McDonalds clearly takes the top spot. The large audience definitely plays a role in their success, with almost 70 million followers across all countries, regions, and platforms – a 31 percent greater audience than Starbucks, a company that places second on the list.
With 7,748 brand posts in 30 days, an active audience of 1.4 million, and 104.8 million impressions, McDonald’s’ uses their enormous following as an amplifier for their social media activities.
“Overall, McDonalds uses their social accounts on both a large scale, growing brand equity, and a smaller scale, tending to specific and local customers. When both methods are used in tandem, the result is a successful and robust social strategy,” according to researchers from Sprinklr.