Oct. 11, 2013
Unmetric, a New York-based intelligence firm, has researched the social media activity of 15 QSR brands in India, measuring Facebook, Twitter, YouTube and Pinterest activity.
Of those brands, all 15 are active on Facebook, while 10 are active on Twitter, five on YouTube and two on Pinterest. Domino's Pizza is one of only two that has activity across all four social networks (the other is Café Coffee Day).
KFC India "stood out" to the researchers, with a fan base of 4.82 million on Facebook, as well as the most subscribers on YouTube and a "strong" follower base on Twitter.
"Though this gives them quite an edge, this is only the tip of the iceberg. Even though Dominos is ahead in terms of fan numbers (with 4.88 million fans), KFC takes the lead in terms of growth. Growing at a rate of 16 percent, they added over 800,000 new fans in the last two months," the report said.
Unmetric also gauged engagement scores using an algorithm based on number of likes, comments, shares and estimated impressions. KFC received the highest average engagement of 110, from 208 admin posts. This is about three times the sector average of 44.8.
Domino's updated their page 383 times (the highest), and Subway updated it the least with only 22 posts.
KFC also received the highest number of posts from fans (more than 2,000) and answers within an average of 418 minutes. However, it answered only 23 percent of fan posts. McDonald's and Cocoberry are the only two brands that do not allow fans to post on their wall.
The five brands that don't have an official Twitter handle in India include Baskin Robbins, Subway, Dunkin' Donuts, McDonalds and Costa Coffee.
Domino's has the most followers, with 20,844. Starbucks has the highest growth rate of 29 percent. Taco Bell comes in second with a growth rate of 19.6 percent.
The only brands with official YouTube channels are KFC, Dominos, Pizza Hut, CCD and McDonalds. KFC has the most views and subscribers. The brand has 902 followers and also grew at a rate of 10 percent.
Dominos experienced a growth of 58 percent, which is the highest of all five brands.
On Pinterest, CCD and Domino's are the only brands with accounts. Domino's has 35 followers. Its 85 pins have been repinned 20 times.
Read more about social media initiatives.