Impressions count for a lot, or so it would seem among the biggest movers in the NRN Social 200 index for the week beginning Thursday, April 3, and ending at the close of business on Wednesday, April 9.

Logan’s Roadhouse drove the study’s largest increase in its index score for the seven-day period because it led all brands in impression ratio. Jack in the Box lost ground in its index score because its impression ratio dragged down an otherwise solid performance in two other key engagement metrics.

To keep track of which social media content strategies are having an effect for the largest restaurant brands in the industry, NRN will examine the largest seven-day gains and declines in Social 200 index scores through the close of business of every Wednesday. To ensure that the percentage changes happen off a large enough base to be significant, brands with index scores of 500 or higher out of a possible 1,000 will be considered for the weekly rankings.

Nation’s Restaurant News reintroduced its Social 200 platform in early April to index the social media effectiveness of the restaurant industry’s largest brands on a daily basis. The tool tracks, quantifies and ranks the social relationships between consumers and the restaurant brands included in NRN’s Top 200 census based on U.S. systemwide sales.

Social analytics provider Sprinklr compiles and analyzes the data for the NRN Social 200.

The Social 200 platform’s analysis will include restaurant brands’ owned impressions resulting from its posts across established social media platforms like Facebook, Twitter and YouTube, as well as newer ones like Instagram. It also will quantify earned impressions derived from fan interactions on those platforms, and the negative and positive sentiments within those fan actions can be measured as well.

Largest weekly gains

Logan’s Roadhouse
Weekly increase: +39.72%
Overall score: 564

Red Robin
Weekly increase: +39.38%
Overall score: 513

Taco John’s
Weekly increase: +35.49%
Overall score: 510

Caribou Coffee
Weekly increase: +33.21%
Overall score: 564

Godfather’s Pizza
Weekly increase: +27.82%
Overall score: 564

Logan’s Roadhouse’s gain of nearly 40 percent in its overall score to 564 the past seven days was due in large part to the Nashville, Tenn.-based chain having the No. 1 overall impression ratio in the Social 200. The impression ratio measures how much awareness a brand generates through its owned impressions resulting from brand posts, plus the number of earned impressions coming from fans and followers interacting with that brand. Those numbers are normalized for audience size so that brands with very small bases of fans and followers, like Logan’s Roadhouse, can be compared accurately with larger brands with millions of fans and followers.

During the week ended April 9, Logan’s most-engaged content on Facebook and Twitter were two mirrored posts posing a question to fans that got more of them talking: “It’s National Beer Day — what’s your brew of choice?”

Over the past 30 days, Sprinklr found, Logan’s Roadhouse has more than doubled its active audience to 4,300 people who regularly interact with the brand, an increase of 144.4 percent. That active audience represents 1.8 percent of its total audience of approximately 234,000 people, the vast majority of which come from the brand’s approximately 233,000 Facebook likes.