Social Media Audit Discussion

1. Burger King vs. McDonald’s
By: SamanthaClark

2. Brief
Descriptions
 The company was founded in
1954 in Florida.
 It is known for theWhooper,
their signature hamburger.
 It is the 2nd largest fast food
hamburger chain in the
United States.
 Burger King is sold in
approximately 100 countries.
 The company was founded in
1948 in California.
 Types of burgers include Big
Macs and Quarter Pounders.
 It is the 1st largest fast food
hamburger chain in the
United States.
 McDonald’s is sold in over
100 countries.

3. •URL:https://twitter.com/BurgerKing?ref_src=twsrc%5Egoogle%
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•Followers: 1.8 Million
•Average Interactions: 7836.8
•Average Engagement Rate: .44%
Twitter
• URL: https://www.facebook.com/burgerking/
• Page Likes: 8,301,856
• Average Interactions: 1227.6
• Average Engagement Rate: .015%
Facebook
• URL: https://www.instagram.com/burgerking/
• Followers: 1.7 Million
• Average Interactions: 14789.4
• Average Engagement Rate: .87%
Instagram

4. Successful vs.
Unsuccessful
Burger King
Posts
SuccessfulTwitter Posts
• The posts contain
humorous content.
• The posts seem to be
targeted to teens and
young adults.
• The posts I found were
posted toward the end of
the week (Thursday-
Sunday).
UnsuccessfulTwitter Posts
• The posts contain
information about the
company's products and
delivery options.
• The posts are more serious.
• The posts I found were
posted toward the
beginning of the week
(Monday-Wednesday).

5. Successful
Posts

6. Successful
Posts

7. Unsuccessful
Posts

9. • URL: https://twitter.com/mcdonalds
• Followers: 3.6 Million
• Average Interactions: 513.20
• Average Engagement Rate: .014%
Twitter
• URL: https://www.facebook.com/McDonalds/
• Page Likes: 79,587,494
• Average Interactions: 1121.4
• Average Engagement Rate: .0014%
Facebook
• URL: https://www.instagram.com/mcdonalds/
• Followers: 3.5 Million
• Average Interactions: 32349.8
• Average Engagement Rate: .92%
Instagram

10. SuccessfulTwitter Posts
• The posts are light-hearted
and fun.
• Several of the popular posts
are celebrating national days
and holidays.(ex. Mothers
Day and French Fry Day)
• The posts I found were
posted throughout the week
and weekend.
UnsuccessfulTwitter Posts
• Several of the posts are
promoting concerts, events
and sweepstakes.
• The posts contain several
details and bits of
information.
• The posts I found were
posted mid-week
(Wednesday andThursday).

11. Successful
Posts

13. Unsuccessful
Posts

15. Takeaway
Company Where What When Why Opportunities
(1= Challenge
5= Opportunity)
Burger King Twitter
Facebook
Instagram
Mix of text, videos and
pictures
Videos and photos
Pictures and the
occasional video
~every 1 to 4 days
~1-3 times a week
~1-2 times a week
To gain customers and
encourage them to
come to Burger King
to try new products.
3: Lots of likes,
moderate comments,
few retweets
2: Moderate likes, few
comments and shares
4: Lots of likes and
comments
McDonald’s Twitter
Facebook
Instagram
Videos, pictures and
occasionally text only
Videos and photos
About an even mix of
videos and photos
~3-10 times a month
~2-7 times a month
~1-6 times a month
To educate customers
on new promotions
and products to gain
their support.
1: Few likes,
comments and
retweets
2: Moderate likes, few
comments and shares
4: Lots of likes and
comments