The fast food industry has certainly figured this social
media thing out. Companies like Taco Bell, McDonald’s, Wendy’s and Sonic are
great models for relationship-building techniques. These companies all lead the
scene by following the same thee behaviors: engaging audiences, allowing for
two-way communication and reinforcing their brands on social media sites like
Twitter and Facebook.
Media Bistro, a blog dealing with journalistic news and
events, posted the results of a study focused on fast food chains’ performances
on social media sites. Various fast food companies were ranked on how
responsive they were to customer’s comments and other social media metrics. The
results can be found here.
Engaging audiences can be difficult, especially with so much
information at our fingertips. We now search for what we want to read and hear
rather than sifting through information or waiting for the nightly news to tell
us what happened today.
Fast food companies compete for our ever-dwindling attention
spans. In order to capture them, these companies are clever and creative with
their social media messaging. Consumers are drawn in by fast food companies
asking questions, being humorous and posting pictures. Of course we are more
likely to look at pictures than read a description of a new cheeseburger coming
out.
Taco Bell, for example, is a serious
competitor when it comes to fighting for audience attention. A close look at
some of their strategies can explain this.
On Facebook, Taco Bell posts tons of photos of people
enjoying their food in interesting ways or places. The company engages
consumers by holding numerous social media competitions where fans submit
photos of themselves. Many of Taco Bell’s posts are funny and quirky. The
company is successful because it acts like a friend you have on Facebook
already. Taco Bell stays on top of internet trends and memes making them hip
and not so “corporate.”
Lastly, Taco Bell captures our attention because everybody
loves free stuff. They know their large, youthful audience. They also know how
much appeal a free Doritos Locos Taco has to them. Right now, Taco Bell
promises to give the entire country a free Doritos Locos Taco if a base is
stolen in the World Series. Now that’s just too easy.
Figuring out what an audience likes, and them catering to them
has always worked and will continue to work.
These companies don’t just ask questions to be funny,
however. The great thing about social media is it opens up the lines of
communication. Facebook and Twitter are great forums to let a company know how
you feel. Some companies directly ask for your opinion. Wendy’s asks people on
Facebook what flavor Frosty they enjoy more. Thousands of people reply to
common posts like these. Wendy’s practically receives instant research results
from a large sample of consumers all over the world.
Facebook and Twitter are also great forums for reinforcing a
company brand. McDonald’s has been under heavy criticism in the past for food
quality and nutritional substance. Through social media, the company has the
chance to answer back and address these concerns, which is always better than
staying silent. McDonald’s posted a video on Facebook showing consumers where
exactly their beef comes from. The company said, “Our commitment to quality
food starts at the source.”
Another example of brand reinforcement is the use of Taco
Bell’s language on Facebook and Twitter. Taco Bell uses certain terms and words
to attract attention from a younger audience. When Taco Bell says “bye summer,
it’s been real” and posts pictures of young adults with their products, it only
reinforces the theme that Taco Bell is a youthful and energetic alternative to
traditional fast food places.
In a service-driven economy, social media is a great tool
when used well. Fast food companies are a portion of the service industry that have
proven this to be true.
Bennett, Shea. "The Most Social Fast Food Chains On
Twitter And Facebook [INFOGRAPHIC]." Media Bistro. N.p., 16 July
2012. Web. 25 Oct. 2012.
<http://www.mediabistro.com/alltwitter/social-fast-food_b25438>.
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