According to Nation’s Restaurant News, “No matter how large a marketing department it has, a restaurant company simply can’t respond to every complaint or question it receives on its Facebook wall. ”

“However, regardless of how many comments a restaurant brand answers, the speed at which the chain responds can give it a significant marketing advantage, according to Expion, a social-media management software firm. Raleigh, N.C.-based Expion conducted a study of restaurant responsiveness on Facebook over a 90-day period from Feb. 15 to May 12, and ranked casual-dining chains as well as fast-casual and quick-service brands by which companies responded the fastest to messages posted by fans on their Facebook pages. How many comments a restaurant may choose to answer is a matter of strategy, but speed is always imperative, said Peter Heffring, president of Expion, whose restaurant clients include Applebee’s Grill & Bar. ”

Read more: http://nrn.com/article/speed-matters-when-it-comes-facebook#ixzz1Mo91FgRc