SOURCE: Sysomos


September 13, 2012 12:45 ET

Social Media Monitoring Takes on the Burger Wars

New Sysomos Industry Insider Report Compares Brand Affinity and Social Chatter About McDonald's, Burger King, KFC and Taco Bell

TORONTO--(Marketwire - Sep 13, 2012) - Not too long ago, the $200 billion fast food industry fought its burger wars solely through traditional advertising channels. Now, fast food companies have added social media to their communication arsenals to get their voices heard where people are watching, listening, talking and influencing others. To see who won this summer's social sprint by generating the greatest burger buzz, Sysomos combed through social conversations in the United States, the United Kingdom and Canada from May 1 to July 31 to create its first report on the fast food industry. Pitting social mentions about McDonald's, Burger King, KFC and Taco Bell against each other, "Sysomos Industry Insider: Fast Food" uses social media monitoring to give an inside look at the fast food industry and reveal how each brand fared in the social media arena.

Report Highlights

  • General chatter about fast food produced more than 6 million mentions. McDonald's, the brand that received the most mentions, surpassed 1 million conversations, while KFC, the brand with the fewest mentions, still garnered over 450,000 conversations.
  • Fast food is generally talked about in a positive light, much to the chagrin of health-conscious crowds. All conversations analyzed (branded and non-branded) had an 80 percent or higher overall favorable rating.
  • McDonald's appears to be the gold standard for the fast food industry. It was mentioned in conjunction with other brands as a point of reference the most often. Burger King was talked about the most often as a standalone brand.
  • Twitter was the top source of mentions for all of the fast food brands as well as for generic fast food talk because of its quick and almost-always-accessible nature.
  • People between the ages of 21 - 35 dominated the conversations. Men tended to talk more about specific brands in the fast food space while women talked more about fast food in general.
  • People let brands know if they disagreed with what they did. The largest conversational spikes around McDonald's came from people who criticized their sponsorship of the Olympics, an event based around athletes in peak health.


"Industry Insider: Fast Food" is the first in a series of Sysomos Insider Reports that focus on high-profile topics illuminated by social media monitoring. Sysomos uses its Media Analysis Platform (MAP) and Heartbeat platforms to collect, monitor and analyze data from blogs, Twitter, social networks, forums, wikis and major news sources and then translates the data into compelling graphics that provide valuable brand insights. By seeing what customers and influencers say about their brands as well as learning where discussions take place and why, companies are able to engage with people in new and different ways. This outreach builds stronger relationships and enhances customer loyalty, which ultimately leads to more successful business results.

To find out who's winning (and losing) the burger wars, download a free copy of "Industry Insider: Fast Food" here.

Quote from Sheldon Levine, Sysomos Community Manager

"Social media monitoring is a must for today's companies, especially for those in high-profile industries like fast food, where a tweet can run rampant through the Internet, boosting or tarnishing a reputation faster than wildfire. Staying on top of those conversations is critical to identifying and averting crisis situations as well as in shaping business decisions."

About Sysomos

Sysomos, a Marketwire company, brings business intelligence to social media, providing instant and unlimited access to all social media conversations to quickly see what's happening, why it's happening, and who's driving the conversations.

Through the use of contextual text analytics and data mining technology, Sysomos collects data from blogs, Twitter, social networks, forums, video sites and major new sources.

Our products give you the ability to quickly discover the tone of the conversations and identify sentiment by gender, age and location.

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