Using Social Media to Strengthen Relationships

Getting Started

• Facebook and Instagram are the two social media platforms with the highest daily penetration of U.S. Adults

  83% of social media users are on Facebook and 74% use it every day – the highest daily usage of any platform. Instagram daily logins are second to Facebook at 63%, so it is recommended to use both platforms for maximum reach.

• Use social media in tandem with a website, email and other marketing strategies

Setting up a profile page

• Ensure you set up a business profile

  With a business profile you'll have access to business features and insights. Business profiles are also needed to put any marketing dollars behind paid ads.

• Include your website in the URL section of your profile

• Make sure your username and handle are clear and concise. If you have multiple locations under the same brand, use the same profile – it helps to leverage the overall reach.

• Your profile image should be easily identifiable during a scroll

  Nothing with too much detail, logos are usually the best bet.

• Consider your header image your billboard

  Swap it out to highlight promotions, events, product news or just to keep things fresh

• Ensure your profile is fully filled out

  Include contact information, menus, click-to-order – the fewer clicks the better. Add a cuisine type and any other helpful information.

• Use your bio to let people know what makes you special and what you want to draw attention to right now

Building out engaging content

• Show off some of the increased safety and sanitation protocols you’ve implemented for in-house dining, and the measures you’re taking to keep the environment safe

  For example, show table spacing or setting up a socially distanced to-go area

• Feature offers and LTOs and make no doubt about the fact that the restaurant is open for business. Feature takeout, delivery and highlight how to make reservations.

• Use photos and videos to receive much higher engagement than text alone

• Insert your brand into the conversation by using some local, trending hashtags e.g. #takeouttuesday, #supportlocal

• Experiment with posting frequency and time – look at 3-10x per week on each platform to see what works for the audience

• Listen to what your audience is saying – just be sure any community management response are set within the tone of your brand

Drive action that converts to purchase

• Support content with paid advertising to drive action

  Set up ads to boost posts, encourage likes on your page, or as a standalone ad that drives to either online ordering or a menu page. Define your target audience in ads by narrowing down to an age, a location, and likes and preferences.

• Capture email addresses – either through the social platform itself or through an online ordering tool

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