Survey Construct: Social Media Use by Restaurants (National)

Last week, I did a brief survey of the user-rated top 30% of restaurants in the $$$ category ($20-$30) on Urban Spoon in Portland, OR.

This week I am expanding the survey nationally and deepening the data collection. Here are the geographics are the survey:

Portland (OR), Seattle, San Francisco, Los Angeles, Denver, Chicago, Dallas, Boston, New York City, Philadelphia, Washington DC and Atlanta.  In addition, I am also surveying rural geographic areas: Pacific NW, Southwest, Southeast, Central, Mountain and New England.

The data I am looking for centers on this question: How approachable is a restaurant digitally (website, email, social media)? How many restaurants across the USA are approachable?

Data points collected ask these questions:

  1. Is the restaurant listed on Urban Spoon and Yelp and if so, are their menus published on these sites?
  2. Does the restaurant have a website?
  3. Is the website interactive (brand story, photos, menus, events)?
  4. Is there a direct email link?  This question assumes a browser prefers a direct email link vs a comment form.
  5. Is there an active blog?
  6. Are there direct links to social networks?

We’ll publish a summary report early next week.

Jeffrey Kingman



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