{"id":14140,"date":"2017-12-21T01:24:23","date_gmt":"2017-12-21T01:24:23","guid":{"rendered":"https:\/\/www.rivaliq.com\/?p=14140"},"modified":"2019-11-19T18:21:18","modified_gmt":"2019-11-19T18:21:18","slug":"seasonseatings","status":"publish","type":"post","link":"https:\/\/www.rivaliq.com\/blog\/seasonseatings\/","title":{"rendered":"Season\u2019s Eatings from the Rival IQ Team"},"content":{"rendered":"

\u2018Tis the season for pies, cookies, (boozy?) eggnog, and epic meals with friends and loved ones. But if you\u2019re somehow not familiar with this blockbuster holiday season for food, what do social media posts from top US food publications tell you to cook for Thanksgiving, Christmas, Hanukkah, and beyond?<\/span><\/p>\n

We took a look at how <\/span>Bon Appetit<\/span><\/a>, <\/span>Food52<\/span><\/a>, <\/span>Food & Wine<\/span><\/a>, <\/span>Food Network Magazine<\/span><\/a>, and <\/span>Saveur<\/span><\/a> handle the holidays across their social channels. Why these five? They\u2019re industry leaders in food media–and also our team\u2019s go-to resources for cooking and baking all year long.<\/span><\/p>\n

Who thinks you should be baking pies instead of cookies? Turkey instead of ham? Cooking instead of roasting? We undertook this, er, groundbreaking research in the hopes of answering one major question: if you didn\u2019t have a single heirloom recipe of your own, what would food media tell you to make this holiday season, and how would they tell you to make it? And, what would keywords would they use to catch your attention?<\/span><\/p>\n

How\u2019d we do it?<\/h2>\n

We started by creating a landscape with these food publications in Rival IQ and limited our scope to the last 30 days (we\u2019re not interested in Halloween posts this time around). We reviewed 8,000 social media posts on Facebook, Twitter, Instagram, and Youtube.<\/span><\/p>\n

We gathered data using Rival IQ\u2019s cross-channel ranking capability to comb through mentions and uses of different keywords, as well as channel-specific rankings for Facebook, Twitter, Instagram, and YouTube.<\/span><\/p>\n

Engagement is defined as measurable interaction on social media posts, including likes, comments, favorites, retweets, shares, and reactions. Engagement rate is calculated based on all these interactions divided by total follower count.<\/span><\/p>\n

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With high posting frequency and engagement for each, we knew we\u2019d come to the right place to dive deeper into the content of the 1,000+ posts each organization published each month.<\/span><\/p>\n

After combing through posts from the last 30 days to check the frequency and engagement on a number of topics, we used the keyword search function to look more closely at how many mentions each of the below search terms (common food fare) appeared in posts from our five foodie friends. Then, a quick export of that data to a .CSV file allowed us to sort by engagement rates, and then average engagement rates by search term.<\/span><\/p>\n

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Here\u2019s what we searched:<\/span><\/p>\n