National Doughnut Day takes place on the first Friday of June every year, with the biggest brand smackdown taking place between Krispy Kreme and Dunkin Donuts.
This year, June 7, 2013, how did the two baked good bigwigs stack up?
Social media benchmarking company Unmetric examined the performance of Krispy Kreme and Dunkin Donuts on social media during Doughnut Day 2013, calculating an Engagement Score for each post based on a combo of Likes, Comments, Shares and Estimated Impressions.
The results: Krispy Kreme scored an average of 84 for the period analyzed while Dunkin Donuts scored 56. That said, the latter has almost 6 times as many Twitter followers as the former, and took an average of an hour less to respond to each customer tweet.
Get the full lowdown in Unmetric’s blog post here, and check out the infographic below: