Burger King is a burger chain known to many around the United States and the world. In terms of profit, it has been second to McDonald’s for quite some time and has recently lost it’s #2 place to Wendy’s. Since social media is becoming more and more important each day, I believe their decreasing popularity may be due, in part, to some of their weak social media. Although Burger King is a worldwide chain with restaurants in all 52 states and over 72 countries, their Twitter presence does not reflect this.
Of all of Burger King’s fairly weak social media, I feel that their Twitter is the area that needs the most work. Their only strongpoint is Facebook, which has over 4.5 million followers. This is a definite contrast from their Twitter which clocks in at just about 50,000 followers, about 1/80th of their following on Facebook. There is definitely something wrong here. Twitter is the second largest social network following Facebook, and it is crucial that they have a strong positive presence on here. Their competitor, Wendy’s has them beat on Twitter by about 20,000 followers. This may be linked to the higher popularity of Wendy’s.
Note the difference in popularity between the Twitter and Facebook
Burger King’s Twitter (note lack of conversation, hashtags)
In regards Burger King’s activity on Twitter, they Tweet very inconsistently. Some days they will have three Tweets, and then they will drop off the map for a few days. They never Tweet outside of the workday, and by doing this, they are missing a huge amount of their audience. In order to increase their effectiveness on Twitter, Burger King needs to change these things, which shouldn’t be hard for them. Their restaurants are open for almost 24 hours and they could train trusted employees to work on the Twitter while they are at work to increase the activity.
I think that they have high potential for becoming more of a social business because they have so much room for growth on their Twitter. Their following is so small and there is a huge amount of consumers that they have yet to reach. In order to become more of a social business, Burger King needs to build their Twitter audience by using a variety of strategies. Currently, they have no use of a hashtag and they rarely communicate with their audience. For starters, they could begin doing these two things. They could also offer deals or coupons via their Twitter or begin a hashtag campaign. (However they must be careful doing these to avoid a McDonalds mishap).
Overall, Burger King has huge room for improvement. I believe that improving their social media can help them climb the charts again and once again compete with McDonalds in the #2 spot for Burger Chains.