Interesting Infographic on Restaurant Diner Engagement

Here's a great info graphic showing the power of the social media management programs we run for our clients. This particular graphic is specific to Facebook Fan Pages.  Check out Wicked Chicken. In this case, they are considered "David", while the others could be considered "Goliath".

This proves that market share is not everything.  FAN INTERACTION is though. That is what keeps people coming back, and that is what keeps your restaurant profitable.

Our DinerCentric systems focus SOLELY on interaction, engagement and profit for our restaurant partners. What does your program do for you?

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Tags: Branding, Diner, Engagement, Facebook, Management, Marketing, Media, Restaurant, Social

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Comment by Chris Leo on March 7, 2012 at 4:12pm

That metric actually tracks quite a few things.  “People Talking about this” counts ‘stories” – structured content that people choose to share through Facebook that is eligible to appear in a user’s news feed:

  • liking your Page
  • posting to your Page’s Wall
  • liking, commenting or sharing one of your Page posts (or other content on your page – like photos, videos, albums)
  • answering a Question you posted, RSVP-ing to one of your events
  • mentioning your Page, phototagging your Page
  • liking or sharing a check-in deal, or checking in at your Place.

Again, all tied to the formula for what shows up in your fan's news feed and what doesn't.  So no "talking about", no showing up in your fans news feeds.

Comment by Sarah on March 7, 2012 at 3:03pm

Good stuff. Makes sense. I like the Fan Interaction metric. Do you know how facebook constitutes "talking about this"? How does it count the facebook users "talking about this"? I assume it's from status updates and facebook activity but I wasn't sure if you knew any more....

Comment by Chris Leo on March 7, 2012 at 2:54pm

Hi Sarah:

"Interaction" actually constitutes "Fan" interaction and NOT the brand responding to the comments.  The most common way of tracking facebook fan interaction is computed by taking the "number of people talking about this" and divide it by the total number of fans.

For instance, at this very moment, Wicked Chicken has 550 likes, and 89 people talking about them (as shown on their page: www.facebook.com/wickedchickenwings ). That means their interaction rate is 16.18%.

The typical range you want to shoot for is somewhere between 3-8%. Besides the fact that you want people to "actually like" your restaurant, the main reason you want interaction, is because of this:

The lower you interaction rate, the less likely you are to show up on your fan's timelines on their facebook walls. You WANT TO BE on their facebook wall timeline, because the reality of the situation is that most fans rarely go to the restaurant's "actual" fan page, but rather interact with them via their own timeline.

I'm pretty sure we put this on FohBoh already, but here is a great article we wrote about finding out how healthy your facebook fanpage is

The thing about this particular restaurant and what makes this amazing is basically because of their size, relative to that of their competitors.  Their competition employs their own marketing and social media departments on a FULL TIME level.   These guys don't have that and they have to contract out that work.  Even though we of course want to help them succeed, the reality is that we have many more customers than just them, so our systems have to be sharper, more dynamic and more effective, in order for them to be able to compete in the same arena as someone that has full time, dedicated staff.

Sorry for the long response.  I hope this all makes sense.  If you have any questions, let me know anytime.

Comment by Sarah on March 7, 2012 at 12:43pm

What constitutes an "interaction"? The brand responding to fan comments? How is the %interaction determined? Great work for Wicked Chicken, impressive!

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