Starbucks and Other Popular Restaurants Go Social


It seems that no matter where you go these days, the likelihood is high that you will see a “Free Wi-Fi” sticker on the front door of the establishment.  Whether you are going for coffee, meeting a colleague for lunch, stopping at a rest stop or waiting for an airplane, you can pretty much bet that you will be able to check your email and surf the web while you are there.  But providing customers with free Internet access is just the beginning.  Some of the world’s most well known brands are aggressively using social media as a marketing tool.

Many of the largest and most recognizable restaurant brands are starting to realize the power and potential of social media, not only for the use of their clientele but also in getting their message out in new and innovative ways.  They have begun to realize that building larger online communities equates to higher numbers of restaurant sales. For this reason, media outlet Nation’s Restaurant News teamed up with an analytics and digital branding firm, DigitalCoCo to create the Restaurant Social Media Index (RSMI) highlighting the industry’s Top 100 each quarter.

The RSMI is a comprehensive tracking system that uses both an advanced algorithm of several third-party results indexes along with the DigitalCoCo Social Insights algoritm.  It quantifies the social media efforts of 600+ restaurant brands using more than 23 million consumers and thousands of keywords, menu items and basic restaurant terms that have been indexed over past years.  The RSMI is meant to help those in the restaurant business get a better understanding of how they can leverage social media to compete within today’s social world.  And given that they do not simply tally numbers of followers and fans, the playing field is level, even for restaurants that are just beginning to emerge.

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