Social Listening Blog-Burger King

 



       The brand I selected is Burger King. Burger King isn't always someone's first choice when they want to go out to eat. Their competition is McDonalds, Taco Bell, Subway, etc. The bigger named companies put Burger King behind the curtain. But Burger King comes out with new items frequently to keep a competitive advantage. I enjoy the food from Burger King. It's interesting how they can get in the holiday spirit and come out with their holiday specials. The two items above are the Ghost Pepper Whopper and Ghost Pepper Chicken Fries. In honor of Halloween, they posted this picture Oct 2 saying, "trick... or heat? find out what the Ghost Pepper has instore 10/13." The caption brought excitement to the fans with the first comment from Nickolas Bottone saying "I just had the ghost pepper whopper today!! I'm so glad it's back!!"

    Burger King's brand proposition is to bring a variety of different food specials to make the whole family happy. They bring quick service to satisfy customers and they emphasize their smokey taste from their flame grilled cooking method.  

    Most of the comments on the post were positive but others were just complaining about the inconvenience they have run into. Burger King then responded to them in a timely manner trying to offer a way to fix it.



    Some people are very nice with their complaints like Brandon Bates, he just explained what happens and why he doesn't go to Burger King. He wasn't aggressive or rude towards Burger King, he then got a kind response back from BK. Kasey Amber also complained but in a nice way, she put laughing emojis at the end to show there were no hard feelings. Burger King then asked her to DM them so they could figure it out.

    I scrolled down a little more and found Kimberly Pinette's comment, she didn't give any details of what happened or why she won't go to Burger King again. Burger King was fast to respond and was very positive trying to see if they could do anything to help. Negative comments are good for BK to receive because they are able to grow as a company and be sure to make everything quality from the service to the food they make.

    Burger King has social media accounts on Instagram, Facebook, and Twitter. They have a heavy investment in technology which has allowed them to reach out to their customers on multiple platforms and spread their advertising faster. Burger King has embraced their digital marketing by using their mobile app to make it quick and easy to order food and access special deals and promotions.

    If I was a Brand Manager, I would take any negative comment and respond to them in the way Burger King does (timely and polite). Then take it to the CEO, if the problem is too severe the CEO will need to make a statement regarding the complaint. to hopefully help keep their customers. 

    While making this assignment it showed me that Burger King understands that the world is changing to technology and BK definitely took advantage of it. They have 8.5 million followers on Facebook, 1.8 million on Instagram, and 2 million on Twitter. I learned that it's crucial to use social media to its fullest because that's how you're going to reach your audience.


Burger King's Successful Digital Marketing Case Studies (safalta.com)

"Burger King" on Facebook



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