Why is social media important?
It allows you to reach people
locally, regionally, nationally and even internationally. If you understand the characteristics of your target audience, you will be able to personalize your messages to resonate with that audience more appropriately. Those consumers can become your customers and brand advocates.
40% of digital consumers use social networks to research new brands and products
Social media engagement 101
• Post valuable content to generate conversations & interactions – Facebook rewards conversations
• Live videos are almost always a hit – 6x more interactions than other videos
• Encourage conversations through open-ended questions and replying back to threads
• Stay local: create events & post relevant local updates to increase community participation in your posts and page
What social media sites should you use?
• Facebook: Share updates about local news & events and current products & offers
• Twitter: Tweet about upcoming events & promos using pertinent #hashtags
• Instagram: Showcase products & recipes to grow your audience
• Pinterest: Promote your brand & show products in use to share new ideas with consumers
• YouTube: Video content is hot – connect with your customers through video.
• LinkedIn: Connect with businesses & recruit new employees
Pro-tip: Facebook influences 52% of consumers’ purchases
Leverage the reach of social media for crisis management
• Make a public social media statement on how you are handling your business/keeping everyone safe
• Keep your audience informed especially when it comes to sharing hours, ability to pickup/deliver and how
• Consider what info customers will be seeking, ask them to reach out to you directly through DM/comments
• Put together an FAQ based on frequently asked questions
• If you are donating food, post about that and share who/your experience! Make sure to tag charities and ask others to help if they can
What to say to soothe your community during a crisis
“In a time of crisis, we want to commit to maintaining meaningful connections between our business and you. We are taking the necessary measures to ensure our premises and products remain safe. Please comment below or reach out to us through direct message if you need anything and we will get back to you as soon as possible.”
“Through social media, we are able to commit to provide proactive and responsive support for our loyal customers. Although the future may be a bit unclear, we are here to provide you clarity when it comes to our business. We are taking the necessary measures and sensible precautions to protect our business, workers and community. For any questions, do not hesitate to reach out to us through direct message or comment below. Wishing everyone good health and happiness.”
Pro-tip: be sure to tailor your message to your location, industry or product as needed.
Create engaging food and drink social content for the housebound
• Live Video Streaming / Uploading Videos or regular social posts
• 7-day dinner challenge: share videos - show how to cook something off a restaurant menu and upload it to Facebook or go to Instagram live and have people cook along with you!
• Show cocktail recipes – use Facebook & Instagram live
• “Kitchen Hacks” – easiest way to peel garlic, how to properly wash a wooden cutting board, just some secrets behind the kitchen that would be helpful for those who are not the best chefs!
• “Bar Hacks” – cutting lemons, mixers to always have on hand, how to muddle, secret ingredients
• How to create a “Kid Menu” for the picky eaters of someone’s household!
• 3 ingredient recipes to make with common things found around the kitchen
Start conversations….and keep them going
• Invite your friends, family & employees to like your business social media pages
• Include links to your social pages in your email signature, website, & printed materials.
• Encourage those in your offline community to join your brand online: including customers, event leads, partners and even vendors
• Connect with influencers in the industry (brand advocates who are active on social media) as well as potential partners
• Don’t over-sell or be too promotional. It’s good to mix up your posts and include local news, product & business updates as well as socially engaging content.
Step outside your immediate social community.
• Tag people, use keywords and #hashtags, and interact with any likes, comments, shares or retweets on your social media posts to encourage community growth and sharing
• Like other local business pages; comment and share relevant content from others