Engagement Labs shared the methodology behind determining brands’ eValue scores in a release announcing its top fast-food performers:
The eValue score is composed of engagement, impact and responsiveness metrics. Engagement is the level of interaction content receives on a specific social network. Impact is the reach content receives on a specific social network. And responsiveness measures how much, how fast and how well a brand responds to actual conversations amongst its users.
The top 10 eValue scores on Facebook among quick-service restaurants went to:
Twitter’s top 10 were:
Engagement Labs also shared its top 10 in the responsiveness category for both social networks, and Pizza Hut topped both lists. The top 10 on Facebook were:
And on Twitter:
Engagement Labs CEO Bryan Segal said of the results:
The competition has never been fiercer in the quick-service restaurant sector than it is today, with more options than ever before. On a daily basis, social media is used to introduce new products and promotions to build loyalty and stay top-of-mind. As the QSR industry struggles to counteract a decline in sales and broad competition, it is important to stay relevant with consumers by interacting with them on social media.
An interesting analysis we found was that niche brands like Chipotle and smaller chains like Whataburger, which is a family-owned restaurant that has locations in only a few states, were part of the top performers. This proves that no matter how big or well-known the company is, if their social media strategy resonates effectively with their audience, they will have an incredibly engaged fan base.