Ultimate Social Media Guide For Restaurants
Ultimate Social Media Guide for Restaurants BUMS ON SEATS RESTAURANTS Media Junkies
Social Media Guide for Restaurants Use of social media by restaurants for marketing, service, and guest loyalty continues to rise. In 2013, Hospitality Technology reported that nearly nine of 10 US restaurants used at least some type of social networking as part of their outreach efforts. Adding a social media component to your existing marketing tactics can increase awareness of your establishment, generate excitement around your food, and strengthen loyalty amongst regular guests. The amount of budget dollars and time that social media occupies in a marketing strategy will vary from restaurant to restaurant. In this ebook, we’ll look at some best practices for restaurateurs and chefs looking to get the most bang for their buck as it relates to their social media activity. We’ll begin with some general social media best practices to keep in mind regardless of network. Then we’ll look at a few popular social networks individually, with larger sections devoted to the two most used platforms by restaurants, Facebook and Twitter. Contents 2 General Best Practices for Social Media 4 Facebook 6 Twitter 9 Instagram 10 Google 11 YouTube 12 Foursquare 12 Yelp Social Media Guide for Restaurants 1
General Best Practices for Social Media General Best Practices For Social Media Personality Calls-to-Action Successful restaurateur and TV personality Eddie Huang says that whatever your industry, everyone involved in your social media activities is a writer, or should at least think like one. Huang feels restaurants need to “think in three acts”, and always be telling your brand story. “Beyond the food, what are you about?” he says. Your social activity should always keep your story in mind. Whenever possible, your updates should include a call-to-action. Don’t just make an announcement, give your following something to act on. Link to an online ordering page, or ask them to sign up for your email newsletter. The only thing that might improve the Babbo tweet below is a link to an online reservation page. The Speed of Social Research consistently shows that updates with images attached to them get more engagement than simple text updates. Luckily, restaurants have no shortage of items to photograph and share with their audiences. Here’s a handy guide to taking better restaurant photos. One clear benefit of social networks is the speed and ease of updates. Your website is essential obviously but making edits to it aren’t as quick and easy as a tweet or status update. You can update your audience on new specials, and communicate unexpected events such as weather-related closures in mere minutes. Some restaurants even communicate last minute table openings. Imagery Don’t stop at food; share photos of staff, your bar, dining room, patio, anything you can think of that makes for a good image. Exclusives Give people a reason to follow, and then continue to follow you. Consider exclusive offers and discounts for guests following your accounts or sharing your updates. We’ve heard of some restaurants updating a “word of the day” on Facebook, then offering a discount to the first 10 people who mention it upon arrival. Social Media Guide for Restaurants 2
General Best Practices for Social Media It’s Not All About You Negative Feedback Don’t just talk about your business. Share other’s articles and talk about your industry. Take this example from one Ale House. The day will come when somebody will leave negative feedback on your Facebook wall, or on a review site like Yelp. If criticism is constructive and respectful, don’t dismiss it. Avoid lashing out in defensive anger; let cooler heads prevail. If that means taking a couple of days to simmer and prepare a response, so be it. Your responses are public, unless you politely ask to move the conversation to email or phone, so be mindful of how you look to the rest of your audience. Remember, nothing is erased from the online world forever. Screen grabs are easy to take, so don’t think your own bad behavior will disappear with the push of a delete button. Note the playful tone used in this update as well. Keep things light and breezy. You’re under no obligation to address every critique, particularly those using foul language and that are otherwise unhelpful. Don’t “feed the trolls” as they say. Social Media Guide for Restaurants 3
Best Practices for Facebook Using Facebook Facebook - the world’s largest social network - is the most frequently used (94% of surveyed restaurants) by restaurants. It’s also likely the one you’re most comfortable using as odds are good you’re part of its one billion or so users. Note: company Facebook pages can have multiple administrators, and each of them must have a personal Facebook account in order to get access to your page. Be aware that Facebook has different rules for company accounts vs. personal ones. Familiarize yourself with these before moving forward. Facebook can and will shut down your page if you set it up in as a personal account. And, if you’re looking to manage the page via mobile devices, be sure to download the Facebook Pages App. Building a Facebook Following Build it, and they will come. It’s a great movie line, but it’s not the case with Facebook and growing a fan base. Too many companies still believe simply having a Facebook presence is enough to get noticed. The best way to build engagement and earn “likes” is to let the offline world know that you’re there. Beyond paid tactics (more on that below), getting the word out to people in the real world is the best way to grow your digital presence. Some ways to bring guests to your Facebook page include: Table toppers encouraging people to like your page, including the Facebook logo Notes on your specials board(s) Have staff encourage guests to post a positive comment/review on your page (after liking it) in exchange for a small incentive (e.g. a 10% discount next time they’re in) Notices at the bottom of menu pages Stickers in the window Linking to your page in email campaigns Printing your Facebook page address at the bottom of customer receipts The point is that beyond paid advertising, most people won’t simply find you on Facebook by happenstance. Start building that fan base by converting current guests to digital fans. Enable Check-Ins Now that you’ve got loyal guests aware of your Facebook presence, it’s time to get found by more potential diners. Be sure to enable checkins at your establishment so guests can tell the world where they’re about to enjoy their next great meal. Follow Facebook’s step-by-step instructions for enabling check-ins at this link. Social Media Guide for Restaurants 4
Best Practices for Facebook Facebook Tabs The Facebook Tabs feature has many great uses. These are apps you can add to further personalize your restaurant’s page. You can add tabs linking to table-booking services, online maps, online ordering capabilities, and more. One of the most common uses is a Menu tab. Strongly consider adding this type of tab linking to an online version of your restaurant’s menu. In the below example, Mildred’s Temple Kitchen has a menu tab that lands customers on a PDF version of their menu. Facebook does allow businesses to target those ads based on a number of criteria. The ability to target by location is crucial for the restaurant industry. A hungry diner in Boston doesn’t gain much from an ad for a Toronto-based pub. A full breakdown of the various targeting options can be found here. New research, and fresh studies on the effectiveness of paid advertising on Facebook emerge on a regular basis, so we recommend doing some research of your own on the subject before diving head first into paid solutions. If you do go this route, remember the effectiveness of a great image, try to provide that strong call-to-action (e.g. check out our online menu, subscribe to our email for a free appetizer), and keep your copy short and sweet. Facebook Odds and Ends Note that the menu is right beside the photos tab (which is always first). Facebook allows you to arrange tabs in order of importance. The first few tabs are those that are visible at all times, so make them your most vital tabs. You can create custom Facebook tabs using a number of different services, Tabsite being one example. Advertising on Facebook You can opt to have Facebook promote specific posts to get them seen by a greater number of Facebook users. There is also the option of running ads in order to reach users who have NOT already liked your page. With organic reach (number of people who see your post in their newsfeed, or directly on your page) declining, more businesses are considering these paid options. While Facebook does not have the character limits of Twitter, it’s recommended to keep copy short, typically less than 250 characters. According to research from Buffer, shorter updates get 60% more engagement. Try to stay updated on policy changes at Facebook as much as you can. Unlike your own website, you are bound by their policies and rules as it relates to the content of your page. We don’t foresee many major changes affecting your business, but try to stay vigilante. Facebook has now incorporated the hashtag into its functionality. So be sure to use them in your updates whenever possible in order to be discovered by more people. We’ll get into a more detailed hashtag discussion in the Twitter section. Social Media Guide for Restaurants 5
Best Practices for Twitter Using Twitter Twitter is the other big name in social networking and has quickly evolved into every bit as much of a visual platform as Facebook. As such, many of the same tips discussed above will apply to Twitter (e.g. attractive cover page and images). The 140 character limit and high velocity nature of the Twitter feed, however, is decidedly unique. The open nature of tweets also makes it a bit easier to get discovered and build a following. Don’t be shy about reaching out to local foodies about a brand new menu, or promotion. Or to let them know about upcoming events. Keep an eye on your city’s hashtags and see what’s going on in the local area. Hashtags Twitter popularized the hashtag so be sure to use these handy tools for categorizing your tweets, and for helping your content be discovered by specific audiences. It’s a good idea to do a search for a hashtag to see just how frequently it’s being used before adding them to your tweets. Don’t overdo it. A tweet loaded with hashtags isn’t appealing to look at, and comes off as spammy. A good rule of thumb is to use no more than two hashtags per tweet. A few examples of relevant hashtags are: Getting Started on Twitter Restaurants should focus on building not just a large following, but a relevant following. Begin by following the locals. This includes anyone of note in your geographic location. The mayor of your town/city, local celebrities, journalists, high profile food bloggers, your business partners, other local businesses, and any existing customers you know by name. The best way to find these accounts is to do a search for your city’s name both by itself and in hashtag form (e.g. Montreal and #montreal). Be sure to retweet their content, create a Twitter list to keep track of important people, and engage with these people whenever possible. #restaurants #CityNameEats (e.g. #TorontoEats) #MeatlessMonday (sharing pictures of and recipes for vegetarian/vegan fare) #TastyTuesday (sharing favorite recipes and dishes) #ThirstyThursday (focused on drink specials) #foodporn (a great place to share your most mouth-watering food images) #localfood Hashtags are also a common way for Twitter users to have a little fun. Some brands create their own hashtags, others use existing ones in funny or ironic ways. Take this example from a terrific food brand, Eat 24. Social Media Guide for Restaurants 6
Best Practices for Twitter Local diners may be checking their streams just before leaving the office for lunch, or before heading out for dinner. Get your updates out there in time to reach people when they’re likely to be considering where to go for their next meal. Humor goes a long way on social media. With only 140 characters to use, quick puns are a consistent source of amusement. Pinned Tweets Twitter’s latest redesign now lets you pin a preferred tweet to the top of your page. If you’ve got one piece of information that’s particularly important, perhaps a new special, promotion or upcoming event, pin it to the top so it’s front and center. It’s very easy to do. Click the tweet itself, click on the line of three dots to reveal a dropdown menu, and select “Pin to your profile page.” If you are unable to tweet at these times (too busy prepping for those rushes), consider using a free tool like HootSuite or Buffer to schedule your tweets for launch at the desired times. An extra benefit of these platforms is the ability to create customized links that allow you to see the number of clicks each link is receiving. This offers you some insight into how successful your tweets are (or aren’t). Advertising on Twitter Like Facebook, Twitter offers a handful of paid ad types to choose from. Let’s look at the two most useful options for restaurants. Promoted Tweets: This option positions your tweets more prominently in user timelines and search results. Promoted tweets can be targeted by keywords (e.g. restaurants, vegetarian) by geography (city name), or by interests (e.g. foodies, journalists). As with Facebook, include a call-to-action in your promoted tweets. Avoid simply attaching a pretty image, or bringing them to your main page. Timing is Everything Twitter moves so fast that timing is far more important here than on Facebook. You’ll want to carefully consider when to post your updates. We recommend posting daily specials, images of those featured dishes, and big announcements just before breakfast, lunch, and dinner rushes. Social Media Guide for Restaurants 7
Best Practices for Twitter Promoted Accounts: This option targets users not already following you. You’ll appear in the “Who to follow” section of a user’s page (see above images). Example: Twitter states you only pay when new users follow your promoted account or when they retweet, click on, or reply to your promoted tweets. Only Andre, and anyone that follows BOTH of our accounts, will see this. Contrast with: Twitter Odds and Ends Now Andre, and our entire following, can see this particular tweet. Another benefit of a tool like Buffer for prescheduling tweets is the ability to keep your content spread out. Some accounts we’ve seen send 10 tweets in two hours followed by a week of radio silence. Keep consistent. You want to appear in user timelines but not to the point of annoyance. Don’t be put off by Twitter’s character limit. It only forces you to get to the point quickly. 140 characters isn’t a limit, it’s a challenge. If you are tweeting at someone and want your entire following to see it, make sure you’re not beginning the tweet with the @ symbol and username. Start with any word beyond the username, or at least add a period to the beginning. See the example to the right. Social Media Guide for Restaurants 8
Best Practices for Instagram Using Instagram Instagram is a hugely popular photo and video sharing platform. Now that it’s become part of Facebook, it’s used heavily by your guests for posting images to their Facebook profiles. Hashtags Like other networks, Instagram also allows you to add hashtags to images. Unlike Twitter, most users appear to be fine with the use of several hashtags per image, so go nuts. Instagram is also a hugely popular destination for #foodporn photos, so be sure to use that tag as well. And be sure to use geography specific hashtags to target those in your local area. Easy on the Filters By all means take advantage of the filters and other options offered by Instagram. Be weary, however, of looking like you’re putting makeup on your food, don’t overdo it. Your chef’s dishes looks terrific without filters, right? Let them sell themselves. On “Foodstagramming” According to a recent piece in the New York Times, some restaurants aren’t enthusiastic about guests Instagramming (foodstagramming) their meals and sharing them with their networks. Some feel it’s a bit invasive; that it’s improper dining room etiquette. Some establishments discourage or even prohibit the practice. We trust you to make your own policy choices on photography in your dining room. Bear in mind though that research from Empathica notes that “nearly three-quarters of consumers use Facebook to make retail or restaurant decisions, while half of consumers have tried a new brand due to a social media recommendation.” Some establishments engage customers with photo contests, asking customers to upload photos of their entrees using a specific hashtag, then offering discounts or gift cards as rewards. Social Media Guide for Restaurants 9
Best Practices for Google Using Google In many ways, Google (or Google Plus) is yet another social network for sharing content and connecting with customers. While not the most widely used social network, Google does have an impact on search, and that’s not something local businesses like restaurants can ignore. Once there, they can see your location, contact info, hours, reviews, and more. Google local pages are indexed and will show in Google search results and integrates with Google Maps to help prospects find your physical location easier. As well Google has launched their “City Experts” program (in major cities) that encourages higher quality Google reviews of local businesses. As Google continues to consolidate its efforts to move ratings and reviews of local businesses under the Google brand, it’s more important than ever to consider this social network for your restaurant. First, create a personal Google profile and then follow the steps at this Google Support link to create your Local Business Google page. Users on Google can now find your business when they select the Local tab on their homepage. This tab offer users recommendations for nearby establishments. Social Media Guide for Restaurants 10
Best Practices for YouTube Using YouTube The second largest online search engine (owned by Google, the largest) is YouTube. We won’t get into the process of making quality videos, that’s a entire ebook-worthy discussion. What we’ll recommend is keeping your video titles, tags, and descriptions keyword relevant to help make them more easily discoverable. YouTube offers analytics showing you which content is getting the most views and likes, letting you know which videos are hitting their mark. You can also segment your videos into playlists. Video content ideas for restaurants include: General promotional videos and any TV commercials you’ve used Special event footage Footage of your chefs and other staff in action (Example) Cooking and prep tips (Example) Video featuring musical entertainers that may play at your establishment Social Media Guide for Restaurants 11
Best Practices for Foursquare and Yelp Using Foursquare and Yelp You may already have a presence on these platforms without realizing it. Customers have been able to check in and offer comments on your establishment. Be sure to check both networks if you’re already listed and take steps to claim those pages and better control the information listed (hours, location, etc). Location-based social networking tool Foursquare has recently undergone some key changes. Claim your business page on Yelp Claim your business page on Foursquare They’ve launched a new feature called Swarm. The new Swarm app has been described as a “social heat map” which helps people find nearby friends and check-in to their location. As well, the Foursquare app is introducing friend recommendations, and doing away with the check-in feature in favour of exploration and discovery. This moves the social network into position as a Yelp competitor for providing better local search results. Like the other networks, Yelp offers paid solutions which can grant you higher rankings in search results, as well as the ability to add call-to-action buttons, and more images and video to your listing. Encourage satisfied guests, and your regulars, to write positive reviews. Offer an incentive if need be. And of course, be prepared to deal with negative reviews and feedback as well. Negative reviews are the main reason for resistance to social media adoption for many businesses. Refer back to the opening section for more on facing this challenge. Yelp and Foursquare will both be able to serve up reviews, ratings, and business information to interested diners searching for local food establishments. Do some research and decide which (if either) network may be best for your business. Social Media Guide for Restaurants 12
Facebook Facebook - the world's largest social network - is the most frequently used (94% of surveyed restaurants) by restaurants. It's also likely the one you're most comfortable using as odds are good you're part of its one billion or so users. Note: company Facebook pages can have multiple administrators, and each of them must
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