By Mila Holosha

Social media management can seem like an overwhelming undertaking, but can operators manage their restaurant’s social media accounts themselves? Not only is it possible, but it can also be highly beneficial for business. No one understands the restaurant, feels its atmosphere, and knows its essence better than someone who works there, and that unique perspective allows you to convey the right message to your customers.

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Let’s explore the five steps you need to follow for a successful social media strategy in your restaurant.

Step 1: Adopt the right mindset

When it comes to social media, many fall into the “simplicity trap.” Everything seems straightforward in theory; posting photos and videos of your dishes might seem easy at first. However, in practice, many feel frustrated when learning how much time and work can be involved in following a regular social media routine.

This is where the right mindset becomes a game changer. Your social media success hinges on your perception of this communication channel. For example, if you feel that social media is a chore, this will come across to your audience.

Start thinking of your social media account as an online magazine for your establishment. Use it to share as much as possible about different aspects of your everyday life. This approach helps create a real connection with customers and builds trust. Moreover, adopting this mindset will make it easier for you to execute a regular strategy, without an exhaustive daily struggle to search for content ideas. Sharing your business to the fullest makes finding content easy!

Step 2: Make a strong first impression

Your social media channels represent your business and may be the first time customers are exposed to your brand. Consider the impression your social media accounts will leave on potential and existing customers. Use this simple checklist to guide you when you brand your channels:

Ensure that the account name is clear and memorable.
Provide your restaurant’s address and website to help customers find you.
Include details like your phone number and email so people can easily reach you.
Focus on your establishment’s unique offering to stand out against the competition.
Communicate your restaurant’s values to connect with like-minded consumers.
Advertise current special offers or events to help drive traffic and create a buzz.
Include a call-to-action to get guests engaged. For example, instruct your audience to check out the menu, order delivery, or make a reservation.
Pay attention to how your overall posts look together. For example, your Instagram grid should look cohesive with consistent themes, colours, and content.

Step 3: Create content categories

To effectively manage your restaurant’s online presence, create distinct categories for your content.

Here are some examples for you to consider:

Menu: Showcase your dishes and drinks, of course, but also share the story behind them. What inspired your chef to create these items? Why should customers try them? Including videos or photos of people enjoying menu items can help motivate potential customers to visit.

Kitchen: Offer a glimpse into your kitchen for behind-the-scenes content. Show the conditions under which your food is prepared, demonstrate plating, and tell customers more about your suppliers. If you work with local farmers, it can be beneficial to tag and highlight them in your content.

Staff: Conduct short interviews with your staff to help your audience get to know your teams. Let them share their journey in your restaurant, their hobbies, and what working here means to them as a way to connect with your customers.

Owners: Give a little history and insight into your business with the owner’s story, how they came up with the idea of the restaurant, the challenges they faced, and their vision of the establishment. This is a great way to convey the restaurant’s values and mission. An interview format can be an interesting way to communicate this content.

Top management: Similarly, featuring interviews with your chef and general manager can make them seem more approachable. Some topics for discussion might include their interest in the restaurant industry, work approaches, and sources of inspiration.

Events: Rather than simply announcing upcoming events, tell the story behind them. Explain how the idea was conceived, what message you want to convey, and how it aligns with your restaurant. Post-event communication is also important; share photos or video reports to provide a complete picture and get people excited to attend your next event.

Special offers: Just like advertising upcoming events, go beyond making mere announcements. Explain the inspiration behind the offer, the main product featured, and any stories connected to it.

Reviews: Reviews and testimonials go a long way in encouraging people to visit. Share customer reviews and positive feedback you receive to add credibility to your content.

Customers: Feature your guests in the content. Customers who are only deciding to visit your establishment should see who comes to your restaurant and what your community looks like. For example, create videos where customers share their favourite dish or drink from your menu, host photo contests, and encourage guests to engage with your posts and share posts about your business.

Expertise: If your restaurant has a specialty, like burgers, for example, position yourself as an expert in this topic. Share insights on new burger trends, tips on creating the best sauce, or secrets to the perfect bun baking. The key here is to build trust; when customers perceive you as an expert, they’ll be more likely to visit your restaurant.

Step 4: Be consistent

Consistency is key in social media. Create a regular posting schedule that works for you and stick to it. Be realistic so it doesn’t get frustrating and discourage you from posting. Sporadic effort does not build a strong social media presence and will not get maximum attention from your audience. Creating a real emotional connection with customers requires a commitment to consistent attention to your channels.

Step 5: Connect online and offline experiences

This step is often overlooked but can significantly benefit your restaurant; one of your main goals should be to bridge the gap between social media and the physical restaurant to connect potential and existing guests.

For example, when a customer walks by and visits your restaurant for the first time and they enjoy the experience, will they return soon? There are no guarantees, of course, but engaging with them and giving them compelling reasons to return like a new menu, special offer, or event, might tip the scales.

Social media is the perfect place to communicate with your customers and encourage them to visit. Remember, your restaurant can’t run on likes, so you need to make that connection and drive traffic from your content.

Here are some ways you can encourage customers to follow you on social media so you can engage and interact with them to build a relationship, loyalty, and increased traffic:

Add a QR code linking to your social media accounts on your menu and invite customers to follow you. By explaining that new menu items and specials will be posted on social, customers will want to stay in the know by becoming part of your audience.
Create a photo zone in your restaurant to encourage guests to use it as a background, tag your restaurant, and follow your account to help grow your audience.
Offer a small bonus (for example, a cookie, cup of coffee, or discount on their next visit) to customers who follow your social media account while dining in.
Periodically create special offers that are announced only on social media and guests will follow you, so they don’t miss out.
Attach cards to the bill with a QR code or links to your social media profiles to help advertise your accounts and grow your following.

While social media can seem like a full-time job all on its own, implementing this 5-step guide can simplify the process, grow your social media following, help your establishment stand out, and create a genuine connection with your existing and potential customers.

Mila Holosha is an International Restaurant Marketer, the Founder & CEO of Hospitality Marketing Strategies, and the Author of “More Than a Restaurant: Turn Customers into Fans.” She is also the Host of The Restaurant Marketing Insights Podcast.