Small Business Marketing News

The 10 "Most Loved" Brands On Social Media

Written by Tim Morral
Published: 9/18/2012

DigitalCoCo releases Consumer Sentiment Index (CSI) naming Starbucks as U.S. consumers' favorite brand based on social media mentions.

Social media has transformed consumers' relationships with the brands that are important to them. Digital CoCo's recently released Consumer Sentiment Index (CSI) shows which brands have been most effective in leveraging social media to forge connections with consumers.

Social Media Study on Most Loved Brands

Based on social media sentiment for 3,400+ restaurant brands, the Digital CoCo CSI tracked mentions and "likes" of more than 32,000 restaurant/hospitality industry terms, including the sentiments of consumers known as "super influencers". Brands were then scored and ranked in the areas of food, service and brand sentiment.

According to the study, Starbucks is the nation's "most loved" brand on social media with a combined Q1/Q2 score of 72.9. Other brands rounding out the top ten included: Red Mango (70), Panera Bread (62.1), Boudin Sourdough Bakery & Café (62), Peet's Coffee & Tea (61.5), Bonefish Grill (61.1), Hard Rock Café (60.1), Buffalo Wild Wings (59.6), Noodles & Company (59.3), Chick-fil-A (57.8).

Additionally, the report identified the behaviors and demographics of restaurant "super influencers", i.e. consumers who have exceptionally high amounts of influence on social media.

  • Young females carry the most influence: 29% of super influences are females 18-34, 23% are females 35-49, 21% are males 18-34 and 12% are males 35-49.
  • While female super influencers tend to value good service and brand experiences, men emphasize the quality of food and service.
  • The most common complaints cited by super influencers include slow service, inaccurate orders, poor service and food quality, and a refusal to customize menu items to customer preferences.

As social media occupies an increasingly greater place in small business owners' marketing strategies, entrepreneurs need to be able to identify the appropriate social media platforms for brand building. Even more importantly, entrepreneurs need to develop skill sets that allow them to transform social media followers into bona fide brand advocates online.

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