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Jack in the Box
Weekly decrease: -14.67%
Overall score: 811

Uno Chicago Grill
Weekly decrease: -12.37%
Overall score: 695

Buffalo Wild Wings
Weekly decrease: -10.89%
Overall score: 790

Chuck E. Cheese’s
Weekly decrease: -9.89%
Overall score: 556

Raising Cane’s
Weekly decrease: -9.06%
Overall score: 563

San Diego-based Jack in the Box derives the vast majority of its audience from its nearly 1 million Facebook likes, compared with slightly less than 50,000 Twitter followers. So in the past week, when Jack in the Box’s activity on Facebook declined 13 percent, to 45 brand posts, the chain’s total impressions on the social network decreased 6 percent, to 1.18 million.

Jack in the Box’s Facebook activity dipped during the week

Unsurprisingly, Sprinklr calculated a decrease in Jack in the Box’s owned impressions — which would naturally follow less activity originating from the brand — of 50 percent, down to 265,500 impressions. However, while the brand had fewer posts, fans found them engaging, as Jack in the Box’s earned impressions rose 26 percent to 915,600 impressions.

This was reflected in the three main ratios that go into calculating brands’ overall scores in the Social 200. While Jack in the Box had the No. 21 engagement ratio and the No. 10 content engagement ratio, meaning those who saw the brand’s content still engaged with it by liking or retweeting it, the brand’s impression ratio was only No. 81 in the study.

Perhaps Jack in the Box was a victim of its own Facebook success, having to lap over an extremely successful Facebook post from the week before. On April 2, the brand received nearly 17,400 likes, nearly 570 shares and nearly 570 comments for a post touting its croissant breakfast sandwiches served all day. It read, “While Taco Bell + McDonald’s fight over who’s king of breakfast before 11 a.m., I’ll be serving my breakfast all day.” The measurement period began the next day for these rankings, and no Facebook post for Jack in the Box during the period received as many as 3,000 likes.

Contact Mark Brandau at mark.brandau@penton.com.
Follow him on Twitter: @Mark_from_NRN