In today’s increasingly cutthroat restaurant industry, the potential power of social media is undeniable. If you do it right, you can level the playing field and compete with the big guys.
The rules on social media seem to change daily. What’s correct one day isn’t necessarily the best practice the following day. So how do you keep up and beat the competition?
Here are five tips to keep you ahead of the curve.
1. Don’t get filtered out. Either pay to play or post Facebook content your audience wants.
You may have noticed the number of people who see your posts on Facebook is dwindling – that’s no accident. Facebook now filters out anything it deems too promotional. The only way to get that message out is to pay for those impressions. How do you avoid this? Publish posts that educate, entertain, inspire and inform your audience. They’ll see you as a resource, engage with you and return for more.
You should also consider adding Facebook as a new expense in your marketing budget. Ten dollars here and there will increase the number of impressions you receive and get you in front of new people fairly cheaply.
2. Post attractive photos that tell your story.
While diners understand restaurant websites usually present food and interiors in their best light, they’re also looking for your social media photos to tell a more honest story.
The big advice here is to keep it informal. Photos taken with smartphones are acceptable. Remember, this is your book cover to the world. If you wouldn’t put the picture on your personal Facebook page, why would you put it on your brand page? Use well-lit and nicely styled photos. Vary the topics. Go for plated shots of food, employees, the restaurant at its busiest and best, special events and unique moments. Make the story of your establishment one that people want to be a part of and you’ll generate interest both online and in-person.
3. Instagram beats with the pulse of a younger audience.
A lot has been said about Facebook’s aging demographic. The data shows young people are abandoning the Newsfeed for the more photo-centric Instagram. A younger member of your staff may be a great resource for what’s trending and how shots should look.
No other social media outlet demands outstanding photography like Instagram. Its users are a photo-savvy bunch. Instagram is also the preferred platform for foodies, making it a must-have for restaurants.
Posting only the best photos and using the platform’s filters smartly and sparingly are keys to success here. Don’t forget the hashtag. If done right, it can generate new followers and more promotion. If done wrong, your followers will treat your message as spam.
4. Talk Twitter to me. Engage tweeters and they’ll come back for more.
Twitter is a powerful tool for staying on top of how customers are responding to you. Keep an eye on your stream and respond quickly when someone comments or tags you. Question them about their visit and thank them for their feedback. Tag food suppliers who are connected to your restaurant. Keep the conversation going. The one-on-one engagement is priceless and will make users feel personally connected to your restaurant.
5. Give the squeaks the grease. Always respond to negative reviews.
Staying on top of the many online restaurants review sites can be a challenge. Yelp, Urbanspoon, TripAdvisor – make sure to visit all of them frequently. As a general rule, respond to all negative reviews, and if time permits, respond to the best positive comments. A quick response to someone’s negative feedback might be the key to turning a “we’re never coming back” experience into a “second chance” visit.
These are just some of the recommendations that we provide to our clients in the restaurant industry. They’ve grown their audiences, increase their engagement and helped with social media based campaigns. We can help you with your restaurant’s social media and online reputation management as well. Please call us at 216.631.5411
for details.
Todd Sheppard
Todd Sheppard is the Director of Public Relations at TWIST Creative, Inc. and tracks changes, trends and best practices in social media marketing. He works with the agency’s top clients with a focus on the restaurant and hospitality industry. He develops and implements both traditional and social media strategies that help clients express their brand messaging and advance their market position.
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