Study: McDonalds lags in Twitter response

New York – McDonald’s responds more slowly to Twitter commentary than other major fast-food hamburger chains, but tweets more often than Wendy’s or Burger King. According to social media analysis conducted by the Wall Street Journal using a tool from Unmetric, Starbucks has 7.7 million Twitter followers, almost triple the 2.8 million Twitter followers held by McDonald’s, the number two fast food chain on Twitter.



Other findings include:



• Chipotle had the fastest response time and best response rate on Twitter, but sent few direct messages.



• Domino’s led in the rate of Twitter replies that were direct messages (69%).



• Pizza Hut has the largest number of fans and widest global reach of pizza chains on Facebook.



• KFC has 37.2 million fans on its global Facebook page, leading all fast food chains.



• Starbucks has uploaded the most videos to YouTube (498), but Chipotle has the most average views per video (289,998).