Establish a Media Presence
Insta, Tweets, Or The Book of Faces
The number of social media platforms seems infinite, but you’ll be most effective if you focus on these:
- Facebook – Reaches a range of demographics, gets people involved with Facebook Live, and is essential for promoting live events—which we’ll talk more about in a bit.
- Instagram – Capitalize on the visual format to create a recognizable aesthetic for your brand, do giveaways, and advertise promotions.
- Snapchat – 73% of 18-24 year-olds reported using Snapchat in a national survey, so if you’re looking to draw in a younger crowd, post info, promos, and lifestyle images to your story regularly.
- Twitter – A great resource for getting direct feedback from customers and establishing a brand personality (the wittier, the better).
Respond to Concerns
Social media can be a double-edged sword when it comes to a business’s reputation. Yes, it increases the company’s visibility, but it also makes it easy for people to visibly complain after a negative interaction. It is absolutely vital to customer loyalty and the health of a small business to respond quickly and helpfully to online complaints. Monitor your Facebook and Yelp reviews and follow up with the customer. Offer a free dessert for their trouble and encourage them to give your business another chance. You want to win back a customer, but even if you can’t, your efforts will show people that you value your customers.
Create a Narrative
Social media is more than a way to get your service out there. It allows you to create a narrative around your product that resonates with people and the more defined your narrative is, the more compelling it will be to customers. Talk about how your restaurant started and what your goals are. Figure out what your passion is and tailor your social content to reflect that. For example, a restaurant could be in search of creating the most exquisite creme brulee or a fun after-work ambiance. You could be dedicated to sourcing food locally, or using environmentally-friendly brands. Whatever your niche, commit to it and invite people to share it with you through social media.