What is in this article?:
- NRN Social 200: Jack in the Box video drives social engagement
- Connecting through video
Brand led restaurant industry in NRN Social 200 index score
Connecting through video
The most fan actions the San Diego-based chain received across several social platforms was for the video it debuted Monday on Facebook and YouTube. The 30-second commercial, which promotes the Blazin’ Chicken Sandwich, with a tagline of “not suitable for wimps,” or “NSFW,” received nearly 400 Facebook shares.
The video, called “Company Picnic,” was Jack in the Box’s first upload to YouTube in more than three weeks, driving large spikes in the chain’s engagement on the video sharing platform. Video views on Jack in the Box’s channel increased 144 percent during the period.
Largest weekly losses
Weekly decrease: -20.73%
Overall score: 656
Weekly decrease: -9.43%
Overall score: 530
Weekly decrease: -9.19%
Overall score: 860
Weekly decrease: -8.64%
Overall score: 671
Cold Stone Creamery
Weekly decrease: -8.39%
Overall score: 751
After having the No. 1 impression score the prior week, Logan’s Roadhouse saw that metric moderate to the top of the second quartile of rankings, at No. 54.
The impression score measures the exposure brands gained by combining owned impressions and earned impressions, the latter of which are counted when a social media follower spreads the brand’s content to their networks via a Facebook share, retweet or similar action. The number of total impressions is then divided by the brand’s potential impressions that could be projected, given the size of the brand’s audience and how many of those audience members have large networks of their own.
For Bojangles’, an impression ratio of more than 2.5 — implying that the quick-service brand was able to get its social content seen by an audience more than twice as large as its audience size might predict — was good enough for the 26th highest ranking on impression ratio.
However, Bojangles’ underperformed on the other two major metrics, engagement ratio and content engagement ratio. The brand’s engagement ratio, or the percentage of fans and followers that actively engage with the brand’s content, ranked No. 114 out of 200 brand rankings. Bojangles’ ranked No. 151 out of 200 in terms of content engagement ratio, which measures the average number of fan actions per post divided by the brand’s audience.
The brand’s most engaging Facebook post for the week was a picture to celebrate the running of the Bojangles’ Southern 500 race on April 12.