Study: How McDonald's Masters Engagement on Social Media

Unmetric, a social marketing benchmarking company, lets brand marketers compare their social media efforts against their competitors. Many of them in the quick-serve restaurant space will be consuming the firm's just released Fast Food Report, detailing social media efforts of the top 16 U.S. fast food chains from January through April 2012.

Beyond "how many followers?" or "how many friends?" Unmetric analyzes which campaigns are working, with whom, and how effectively. The proprietary Unmetric Score, “is a scientific blend of 24 qualitative and quantitative social media metrics, weighted and balanced to produce a single benchmarkable number.”

McDonald’s takes the trophy for the most astute fast food chain in social media, followed closely by Taco Bell, but for growth and conversation in 2012, it’s the McDonald’s vs. Burger King rivalry that stands out.Continue reading...