How to grow fans, create relevant content and increase engagement on Facebook: Case study of JUST EAT

Tess Tucker

Journal of Digital & Social Media Marketing, 2013, vol. 1, issue 1, 17-23

Abstract: With over 25,000 restaurants in its network, JUST EAT is one of the world’s largest online takeaway ordering sites. Due to its young customer base and fun brand personality, the company has found social media to be an effective route for bringing the brand to life, engaging with existing customers and acquiring new customers. For example, the 900,000 fans of JUST EAT’s Facebook page have been grown through a mixture of paid advertising and stimulated organic growth such as Facebook competitions. JUST EAT takes an entertainment-focused approach to social content, ensuring the content is aligned with the brand strategy yet reactive to customer feedback. Keeping up with Facebook changes can be a challenge for any marketer. JUST EAT has found that mixing up types of posts can help stay ahead of the algorithm changes as they happen.

Keywords: social media; Facebook; branding; restaurant marketing (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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