This week Starbucks and Costa Coffee were named the top brands in social media engagement in the UK. A major factor giving these companies an edge is their consistency of social activity. While brands have historically tapered content on the weekends, these brands push content every day . Additionally, they use their social outlets as more than just a tool for handling negative customer experiences.
Coffee chain giants Starbucks and Costa Coffee are leading the way when it comes to engaging with UK social media users, according to the latest Food and Beverage Social Media Benchmark from eDigitalResearch.
Measuring the number of 'likes' on UK based social media pages the coffee giants come out on top, each attracting over one million followers and moving them up to the top of the league table.
However, the benchmark also measured the reach of some global brand pages. Global brand pages, a feature introduced by Facebook back in 2012, allow brands to show localised content for different markets from one central account. Results found that out of the 50 top food and beverage brands that eDigitalResearch measured just four - McDonald's, KFC, Pizza Hut and Nando's - are currently running their global social media activity via this method, with the world's biggest fast food chain McDonald's managing to attract the highest number of international followers with over 44million.