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!

Advertising Insights for 2010

I know I'm late in wrapping up 2009, but am reading Advertising Age, and column by Dana Severson and I wanted to share his/my thoughts with you. I will only mention the points I agree with though (or else why share? ;)



1. Print media is not dead. Don't even think about the research, think about your favorite magazine and how it inspires you in your everyday life. Magazines are closing their doors because advertisers are spending less. It's not because we stopped reading them. That's what makes it sad. Domino magazine: Come Back!



That being said, don't eliminate print from your advertising plans--just invest more in one magazine. Instead of doing small ad sizes in bunch, invest in the one that hits your target audience the best and go all out with a full page. It has been working for me: rates are cheaper, there's less competition for the reader's attention and your ROI will be much greater.



2. Social networking only works if you commit to it. Unless you are conversing with your audience, there's not point to use Facebook or Twitter. It's better to have none at all then have one sitting there with something you posted 6 months ago.



3. Your online banner ad still generates interest--the measurement of success from your efforts will show in sales numbers and can be totally unrelated to the number of clicks. The presence is still worth something. Ad networks have us all thinking that the only value in online ads is conversions. It's not true.



That's all for today folks. Thanks.