The 3 Biggest Mistakes Restaurants Make with Social Media Marketing

The Internet has truly changed our lives both good and bad. We have more
access to information today than in the history of mankind. We can connect on
social media and have "friends & fans" around the world. On the bad side, it's
never been easier for people to attack your restaurant with negative reviews on
social review sites like Yelp!

Having a brand myself, I need the Internet to get my message out there. Your
restaurant is a brand and you also need to keep your brand message and
promise out in front of your current guests while inciting future patrons.

A big percentage of my restaurant coaching is around the topic of Modern
Restaurant Marketing. Just like how the Model A car is an outdated model, much
of traditional restaurant marketing techniques have become the same. Radio,
print ads and billboards cannot even come close to the R.O.I. (return on
investment) that social media channels offer! For as little as $5 bucks I can get
my message out to more people on Facebook. I can dial in the exact
demographic I wish to reach and target those customers that align closely with
my brand. When was the last time a local newspaper or magazine would let you
run and as for $5? Maybe in the 1940's.

Oh, and don't think that bartering is a good deal for print ads and radio spots. It's
not. Giving away product is great if you own just a service business like massage,
business consulting, or any "time based business". When you sell a perishable
product like food, giving it away is a bad idea for marketing.

When you work with around 400 restaurants a year through webinars, workshops
and one-on-one coaching you notice that there are patterns to success and
there are habitual habits that lead to failure. When it comes to social media,
here are the big three that I see quite often.

1. Not thinking social media has a big impact.

This one drives me crazy. If you just look at the pure facts and statistics alone
you'll see that social media drives traffic to products and brands. I classify this
one more along the lines of ignorance and denial. Granted, some of us are
older and perhaps learning the ins and outs of Facebook and Twitter may
have not been a top priority. The truth is in today's market you need to have
at least some comprehension of social media channels and the effect it has
on modern restaurant marketing.

Saying that your customers are not on Facebook or Instagram is an excuse
that just is not fly with me. Smart operators embrace change and stay on top
of trends in order to get their message out where today's consumer can see it
and that's the Internet.

2. Not understanding the not-so-subtle secret of social media.

All right, I am about to reveal the big secret to success in social media
marketing. It's about being social. Now in this modern-day age of selfie mania
it is easy to get drawn into a narcissistic attitude about posting on social
media.

Being social does not mean just posting what today's lunch or dinner feature
is. Being social is about engaging with customers. Successful modern-day
restaurant marketing incorporates the rule of “like before you invite”. Smart
restaurant operators do a little research into the people that like their page
on Facebook or follow them on Twitter or Instagram. They like their post and
share their Tweets and photos. When you take interest in the people who like
your brand you create brand loyalty beyond measure.

3. Not using all social media channels.

You need to think of social media channels much like TV channels. Some
people like ABC, some like NBC and some like Fox. Same goes for social
media. I know people who love Facebook, but cannot stand Twitter.
To be effective you need to understand that each social media channel has
a demographic that comprises the majority of the market. Pinterest is huge
with women. Many of the younger millennials stay away from Facebook,
however the use Twitter like we use text messages on our phones.

Sure this can be all overwhelming especially if you just recently created
Facebook profile and the thought of trying to manage 4 to 5 other profiles on
other social media channels makes your heart palpitate. Take it from
firsthand experience that social media can be learned and can be
managed very effectively and easily. For my TRC brand I juggle 15 social
media profiles across Facebook, LinkedIn, Twitter, Instagram, Tumblr,
WordPress, Google+, YouTube, Foursquare, Waze, and Pinterest. I spend
about an hour on Sunday creating content and scheduling my post to go like
clockwork throughout the week using social media management tools like
Hootsuite and Buffer.

If all else fails and you still feel social media is not for you, then hire someone
who does. The bottom line is if you want your restaurant and brand to thrive in
today's market you gotta get online.