Social Media Management
Don't Forget About This Critical Aspect of Your Marketing
The Fourth Pillar
For many if not most restaurants, the purpose of social media can be confusing as there are no clear guidelines as to how to best implement it or even what it contributes to the overall success of the business.
Because of this, many restaurant owners or managers neglect placing any importance on this aspect of their business’ marketing efforts.
If you are one of them, you neglect this at your own peril, as the following statistics reveal:
- When choosing a restaurant, Gen Z and Millennials are 99% more likely to rely on social media and online reviews than are Gen X and Boomers.
- 33% of Gen Z say ads cause them to usually (or always) try new things, compared with 21% of Americans overall.
- 71% of consumers who have a good social media service experience with a brand are likely to recommend it to others – Ambassador
- 63% of customers actually expect companies to offer customer service via their social media channels, and 90% of social media users have already used social media as a way to communicate with a brand or business. – Smart Insights
- 80% of companies online are under the impression that they deliver exceptional social media customer service, while only 8% of their customers say that they agree. – Smart Insights
- Visual content is more than 40 times more likely to get shared on social media than other types of content. – Hubspot
- Out of all industries, consumers read restaurant reviews more than any other industry. – Bright Local
- A half-star difference on a Yelp review rating can swing restaurant business by a whopping 27% – Foodbeast
- Restaurants who respond to customers on social media will win as 71% say they’re more likely to recommend a company that responds quickly to them on social media.
- 75% of consumers have used Facebook to decide on what restaurant to eat at. – Social Media Monthly.
Even though it’s hard to know the exact impact social media has, the statistics listed above show just how important it can be to your ongoing and ultimate success, and by addressing this fourth pillar consistently and intelligently, you can be sure all of your bases are covered.
Social Media is closely tied with our third pillar, which is Reputation/Review Management. They overlap and work in conjunction with each other. The reviews which will actually be seen and read are generally left on social media sites like Facebook, Yelp, Google My Business, etc. so it makes sense to be actively monitoring these sites for reviews and addressing them ASAP, whether they’re good reviews or otherwise—yes, it’s even good practice to respond to good reviews, as that furthers the idea that you care about your customers and appreciate their patronage.
“Capitalizing on the influence of social media is just as much about being consistently responsive as it is about being proactively creative.”
“Being available online means you are likely receptive to feedback and reviews, which in turn gives the perception that your brand is modern, available and reliable.”
How Does Social Media Help Both Your Business and Your Customers?
How Social Media Helps Restaurants
- Spreads the word
- Authentic and reliable reviews
- Shows a human side to your business
- Inspires trust in your brand
- Showcases your customer service
- Gains customer feedback
What Do People Want From Your Social Media Page?
- Book a table
- Menu options
- Give feedback
- Read reviews
- Your location
- Opening hours.
Social Media Management can be broken down into two categories: initial setup and optimization of the various social media pages, and then ongoing management of those pages with posts, updates, photos, videos, etc.
- Optimize the page
- Add menu
- Hours of Operation
- Add cover image/thumbnail
- Vanity URL
- Daily posting
- Check-In Marketing
- Facebook Offers