Facebook for Restaurants

By Caitlin Fegley, RCM Social Media Fanatic

Whoever thought that when we were all making our Facebook pages years ago that it would turn into what it is today? I know I didn’t. But what I do know is that Facebook has become a networking tool not only for those of us looking up old classmates and posting pictures, but also for companies who want to make their businesses stronger by connecting with their audience on a different level. My focus today: restaurants.

We started a project recently that involves creating a Facebook page for a QSR (which I just learned stands for quick service restaurant). In starting this venture we realized that the focus is not so much on the creative, but on the dialogue. We needed to research how QSRs can be implemented into social media in the most effective way, and here is a little bit of what we discovered.

When it comes to restaurants, new studies point to social media still having somewhat limited impact on the overall consumer universe, but a very strong influence among younger audiences. In fact, one-third of fast-food diners reported not using any social networking sites; however most of these non-users are over the age of 54.

One interesting statistic I came across is that 48% of early-adopter groups confirmed that a restaurant’s presence on a social network (such as a branded Facebook fan page) positively influences their decision to try that restaurant. These early-adopters (who use social media the most) are also likely to be among the first to broadcast their opinions about a restaurant promotion, a new restaurant concept or one that they have tried for the first time.

That isn’t all. Restaurants can use social media to get immediate feedback on food, service and pricing, and to enlist fans as ambassadors to grow restaurant brands. The benefits are continuous and this is why we are seeing social media play a large part in so many restaurants’ marketing efforts. Among those who have used social media in relation to fast food, nearly 70% said that it’s extremely or very important for fast-food brands to participate in these media.

Strategy before Creative always!