Starbucks and Costa Coffee are the most engaging food and drink brands of social media, the Food and Beverage Social Media Benchmark research from eDigitalResearch has found.
The study showed that Nando’s tops the Twitter league table with almost double the amount of followers than second placed Domino’s Pizza, as well as running competitions such as ‘Become a Halls Hero’ to attract engagement.
Derek Eccleston, commercial director at eDigitalResearch, said: “There has been a real emphasis over the past couple of years on listening to and engaging with your customers. Social media platforms are a fantastic starting point for brands to connect with customers on both a global and local level.
“However, our benchmark results reveal that food and beverage brands appear to place more of an emphasis on engaging with customers on social media rather than listening – and those brands that do utilise Facebook and Twitter as part of their customer service strategy, often only respond to customers who have had a bad experience. Instead, brands need an effective tool to listen to all social media users, alerting customer relations teams when a situation arises or when a customer has had a great experience – this way, they’ll not only be able to listen and engage with their entire social media following, but also users on an individual level, as well as using feedback to improve their brand experience.”
The benchmark also measured the reach of some global brand pages, which allow brands to show localised content for different markets from one central account.
Out of the 50 top food and beverage brands that eDigitalResearch measured, just four – McDonald’s, KFC, Pizza Hut and Nando’s - are currently running their global social media activity via this method.