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With Social 200 scores consistently in the low 30s, 7-Eleven has been a steady performer in engagement on Facebook and Twitter this year. However, July was an especially good month for the C-store chain, which took advantage of its “7/11” date to drive awareness for a chainwide Slurpee giveaway on July 11. On that day, 7-Eleven’s promotional photo went viral to the tune of more than 19,000 Facebook likes and 18,000 shares, as well as several thousand retweets. The brand followed that giveaway up a week later with an “#AEWSUMMER” promotion of a medium iced coffee for $1. The Facebook post for that deal garnered outsize Facebook engagement with 7,000 likes.

Boston MarketSimilarly, Boston Market has performed well all summer on the Social 200, placing among the top five weekly gainers several times. Yet its most-shared Facebook post of the month was a $1-off coupon for its popular ribs entrée.

Buca di Beppo’s 13.2-percent increase in Social 200 index score to 21.88 the third week of July sprang from a Facebook post that was much more of an outlier in terms of the chain’s overall engagement. On July 12, Buca advertised a $20 gift certificate that could be downloaded from a promotional Facebook post, which earned more than 80,000 likes and more than 7,000 shares. Typically, Buca’s Facebook posts fetch likes in the low triple digits and shares in the single digits.

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