The Restaurant Social Media Index is designed to provide learnings that will help restaurants become more robust and effective in their use of social media, digital content and brand development. Created by founder DigitalCoCo, a social media analytics and digital branding firm, and presented exclusively by Nation's Restaurant News, the index is the industry's most comprehensive analysis of restaurant and consumer social media efforts. Using proprietary technology from DigitalCoCo and its Social Insights, the RSMI boasts the largest targeted restaurant & hospitality social media analytics in the business. The RSMI now indexes the United States, Canada, Europe and the Middle East, approaching 200,000 U.S. locations and 40 million consumers.
FOURTH-QUARTER TOP 100 RESULTS
For the first time, Starbucks was bumped down to the No. 2 spot and McDonald’s moved to No. 1 in the ranking. Here’s a breakdown of the Top 100-ranked social media restaurant brands.
BEHIND THE NUMBERS
2012 third quarter:
• View the 2012 third-quarter top 100 rankings
• Panera, Chipotle among top performers in 3Q Restaurant Social Media Index
• VIDEO: DigitalCoCo founder Paul Barron discusses latest results
2011 fourth quarter:
• Top 10 RSMI brands by Charlie Duerr and Marcella Veneziale
• Arby's: How a chain climbs Klout by Mark Brandau
• Mooyah Burgers: The top Facebook growth chain by Ron Ruggless
• Cracker Barrel: Twitter's top performer by Lisa Jennings
• VIDEO: DigitalCoCo founder Paul Barron breaks down the latest RSMI results
Previous RSMI top 100 rankings:
RSMI results are based on a quantitative tracking effort of more than 600 restaurant brands, about 23 million consumers, and thousands of keywords, menu items, and restaurant terms have been indexed.
The RSMI analyzes restaurant brands’ social footprints, but also looks into engagement credentials that drive the growth of social media in platforms like Facebook, Foursquare, Google+ and YouTube. It is built on an advanced algorithm that serves up several third-party result indexes and then applies the DigitalCoCo Social Insights algorithm.
Platform 1 is Klout — we look at growth as well as loss in Klout scores, as this reflects how fans, followers and eventually guests are sharing and interacting with your business.
Platform 2 is DigitalCoCo Social Insights — the platform tracks growth on Twitter and Facebook and takes into account Foursquare for location-based attributes. In addition this platform scores effectiveness of the content in regards to reach of the person interacting with your business and content. It’s about “quality of the word of mouth” that we look at here.
Platform 3 is Sentiment Analytics — this is based on millions of interactions each week around the more than 3000 restaurant and more than 30 Million consumers we track in the Index.
Each platform scores up to 100 each, with 300 being a perfect RSMI score.
About Digital CoCo
DigitalCoCo provides full spectrum brand analysis in the social landscape, with access to more than millions active consumers in the restaurant industry. Thousands of concepts and brands are tracked in a variety of social media platforms and digital content distribution centers.
It's Social Insights technology builds a social map of brand's digital attributes and traces them in relation to top consumers, fans and competitors. Learn more about the RSMI backbone technology here.