We analyzed 2,463 Facebook messages initiated by 10 restaurant chains in the fourth quarter of 2010, 2012, and 2014. We have found status updates experienced a substantial decrease by restaurants while usage of photo updates increased dramatically in the same period. Photo remained to be the most "popular" media type, receiving most "Likes," comments, and shares from consumers. Video was not "popular" at all in 2010 but experienced a slight increase in usage and slowly emerged in 2012 and 2014 as another "popular" media.
Drawing from the research findings, I made the following recommendations to businesses: