January 21, 2019 |
This is the second in a three-part series on misconceptions that restaurateurs need to be aware of when using social media. For the first part, click here.
“THERE’S NO WAY OF MEASURING RETURN ON INVESTMENT (ROI) FROM SOCIAL MEDIA CAMPAIGNS!”
While it is not as easy to measure your ROI as it is with sales, you can successfully and effectively measure the impact of your social media campaigns when you have the right metrics in place before you start.
There are many different ways to define success, so you need to have a specific goal for your campaign. For example, are you looking to increase bookings? Generate interest in a new menu? Encourage people to download and use your ordering app?
Knowing what you want to achieve will allow you to put the metrics in place to measure your success. It’s not a good idea to have too many different goals per campaign. Not only is it more difficult to determine how it’s performing, but you will end up delivering a muddled and confusing message to your audience. When you have a clear goal, you can create a strategy that works towards achieving it in a realistic and sustainable fashion.
There are many different tools available that will allow you to monitor your social media streams and customer mentions. This gives you the ability to see what is working for you and what isn’t, and allow you to pro-actively adjust your approach to best fit the needs of your brand.
“I NEED TO HAVE ACTIVE ACCOUNTS ON EVERY SOCIAL MEDIA NETWORK!”
You should take the time to sign up to the various platforms to claim usernames that are appropriate to your brand and prevent trolls or other parties from masquerading as your restaurant. This does not necessarily mean that you need to post on every single social media platform though.
By using data collection tools and software, you can determine who your customers are and which channels they are visiting more frequently. You can also determine where your competitors are posting and discover how well they are performing. Once you have this information, you will be able to see which channels you should be most active on and when you should be posting.
For example, if most of your customers are using Facebook and Instagram, then you will want to have a strong presence there and not waste time and resources focusing on a different platform. It is important to remember though, that customer expectations change and so do the popularity of different channels. You need to keep up-to-date with trends and updates, so your social media strategy can remain optimised, effective and visible in the right places.
“SOCIAL MEDIA IS FREE, I DON’T NEED A BUDGET!”
Most of the basic functions on social media are free, and it doesn’t cost anything to sign up on most platforms. However, it is unrealistic to assume that you will reach your full potential and fully benefit from social media if you don’t have a marketing budget available to promote your channels and content.
When you pay for your advertising, you are more likely to be seen by a higher number of people. However, it is extremely important that you are producing high-quality content that people want to get involved with before you rush to advertise. Social media platforms use algorithms to weigh the relevance and value of content, and there is less of a focus on the number of likes and shares a post gets now. Sites such as Facebook rank engagement and comments with more weight, and will be more likely to show your adverts on feeds when you are producing content that meets these criteria.
Social media marketing and social media pay-per-click (PPC) marketing have largely taken over from traditional forms of advertising (such as newspapers, television and radio) and are more likely to be seen than banner ads or pop-ups (due to ad-blocking software).
Traditional advertising focused on being seen by the largest number of people possible in the hopes that some of them would be interested in visiting your venue. Social media advertising allows you to target interested individuals directly and increase your potential bookings. If you don’t have an appropriate budget for the needs of your venue, you are going to miss out on opportunities to fill your tables.
“EVERYTHING NEEDS HASHTAGGING; I NEED TO USE LOADS AND LOADS OF HASHTAGS!”
Hashtags act as an index, people can click on them and see what other posts are using these markers for. This makes them valuable tools to get your restaurant seen by people who aren’t necessarily following your business page. However, you need to use them appropriately. Make sure that you check who else is using a specific hashtag before attaching it to your post, and that it is not only relevant to your business but isn’t going to be used incorrectly and cause offense.
You also need to be careful of the number of hashtags you are using. For example, using more than two hashtags on Facebook actually puts people off from reading your posts, but on Instagram you can use up to 30.
When you are using a site whose optimal hashtag use is low, it’s not a good idea to go for the most commonly used or generic tags (such as #food), so many people use this hashtag every day, your post is going to get swamped and is unlikely to be seen.
Being creative with your hashtags or creating a bespoke one for your restaurant is a good way to gain attention and promote customer involvement, but you mustn’t go too obscure – otherwise people won’t search for it.
April 18, 2019
April 17, 2019
April 16, 2019