Jack in the Box led the restaurant industry in gains to its NRN Social 200 index score during the week that ended Wednesday, April 16, largely on the strength of a new video that drove engagement on Facebook and YouTube.

To keep track of social media content strategies that 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 their 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

Jack in the Box
Weekly increase: +38.88%
Overall score: 517

LaRosa’s Pizzeria
Weekly increase: +35.60%
Overall score: 500

Papa Gino’s
Weekly increase: +33.80%
Overall score: 503

Weekly increase: +31.67%
Overall score: 622

Weekly increase: +31.53%
Overall score: 517

Jack in the Box rebounded from a nearly 15-percent loss in its overall score the preceding week to increase its overall score 38.9 percent, to 517.

Jack in the Box increased its output on Facebook by 24 percent, to 62 brand posts, during the seven-day period. Although the brand posted half as many tweets during the week as it did the week prior, the @mentions its tweets received rose 6 percent during the period.