What is in this article?:
- NRN Social 200: How brands elicit audience engagement
- Marie Callender's, Bubba Gump, Ponderosa drive engagement
Marie Callender's, Bubba Gump, Ponderosa drive engagement
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3. Marie Callender’s Restaurant & Bakery
Weekly percent change: +17.4%
Index score: 5.74
Family-dining chain Marie Callender’s has had several weeks of double-digit growth in its Social 200 score, mostly due to Facebook content celebrating the brand’s 65th anniversary. In late July, the chain pivoted to a “Summer Backyard BBQ Contest,” in which fans can enter to win one of several Weber grills by liking Marie Callender’s Facebook page. The contest, which runs through Aug. 13, also is calling attention to the brand’s summer barbecue menu and a barbecue and pie combo.
4. Bubba Gump Shrimp Co.
Weekly percent change: +15.1%
Index score: 7.93
Bubba Gump Shrimp Co.’s most-engaging Facebook post of the past few weeks was created July 25, a few days before the measuring period for this report, but its spike in likes, comments and shares seemed to drive a carryover effect that brought about a double-digit gain in the casual-dining brand’s Social 200 index score. The photo of Bubba Gump’s drink lineup carried the caption, “What to choose?” Naturally, more Facebook fans than usual took part in the debate, weighing in with their favorite beverages in the comment section while also giving the post nearly 1,200 likes and 80 shares. On Twitter, the brand mostly stuck to responding to positive tweets during the first week of August.
5. Ponderosa Steakhouse
Weekly percent change: +14.6%
Index score: 6.90
Similarly to Bubba Gump, Ponderosa Steakhouse also encouraged a significant increase in comments to its Facebook page, and thus a double-digit spike to its Social 200 score, with an interrogative Facebook post meant to spur engagement. Its July 29 Facebook post was a summer picnic trivia question asking fans to identify a menu item from the Best of Summer Picnic Buffet, and one person who answered correctly was picked at random to receive a $25 gift card. While Ponderosa’s content typically averages comments in the single digits and a few dozen likes per posting, this post received 230 likes and more than 160 comments.
Contact Mark Brandau at firstname.lastname@example.org.
Follow him on Twitter: @Mark_from_NRN