Facebook activity accelerated for many restaurant bands in September. A report from social media benchmarking/intelligence company Unmetric found that 15 top U.S. chains experienced a boost in fans in the first three weeks of September.
The average page added 110,000 fans. Dunkin' Donuts experienced a growth of 10 percent, with 420,000 new fans.
Unmetric found differences in the frequency of updates with brands like Burger King and Domino's Pizza posting at least once a day on their Facebook walls, while many other brands posted less frequently.
Starbucks sees the most fan posts with an average of more than 200 posts a day by its community. Starbucks also engaged best with its community, followed by Applebees and Costa Coffee, while Krispy Kreme and Chipotle had the best "net positive sentiment" on their respective Facebook walls.
Unmetric's focus on early September coincided with the company's launch. The company's Web application and team of analysts curate, mine and distill data from Facebook pages and Twitter IDs of leading brands in various sectors.
Read more stories about social media efforts.
Some additional data that is interesting from 9/01 to 9/25: Chili's led with 61 total posts vs 33 for BK, BWW had 33,000 + comments vs 9000+ for BK, Starbucks almost 2.5x more Likes than Dominos.
The most active fans as a percentage of total fans base (using just comments and posts, NOT likes)? Applebee's and Chili's tied at .7%
So what's the important metric? Interested to hear what others think, Kevin