Bon appétit? Just 10 brands account for majority of social media food conversations
A study of 85 of the UK’s leading food brands reveals that just 10 brands account for 96% of all social media food conversations, and companies in this sector are by-and-large failing to engage with consumers via social.
The Social Food Brand Study 2013 looked at activity across a wide spectrum of social and digital media, including the use of main networking platforms such as Facebook and Twitter, as well as forum, blogs, video and photo sharing, and the degree to which social is integrated into websites.
The research found that online conversations are being dominated by only a few:
Burger King – 32.8%
KFC – 19.7%
Starbucks – 15.5%
Pizza Hut – 7.7%
Subway – 6.1%
Greggs – 2.8%
Nando’s – 1.5%
Ben & Jerry’s – 1.5%
Dominos – 1.2%
It also found that 40% of websites are not optimised for social media, that only 4% of brands use smaller platforms such as Flickr and Foursquare, and that only 60% of food brands use LinkedIn, highlighting an opportunity for food brands to better engage with franchisees and B2B supplier networks.
Encouragingly, social media links on brand websites have increased by 72% this year, but according to the findings adoption still lags behind FMCG, entertainment and housing industries.
Catriona Oldershaw, managing director UK of synthesio, which partnered on the report, added that 77% of people discussing these social food brands on the web are talking about the experience of eating, “but many brands aren’t engaged in that conversation”.
“The emphasis on mainly transactional activities and broadcasted promotional communication means that many brands aren’t engaging in the best ways that can help their businesses,” she said.
“There also seems to be a general reticence in the sector about people coming out from behind the brand as part of the development of corporate reputation.”