Many operators have difficulty maintaining objectivity on social media. Most of us have multiple accounts, and our personal experiences can cloud our decisions about how to use our restaurant social media accounts.

"The term 'social media' brings up many subjective feelings for different people based on their individual bias," says Shawn P. Walchef, the owner of Cali Comfort BBQ in Spring Valley, California. His remarks underscore the value of hiring a firm to handle your restaurant social media promotions to ensure expertise and objectivity. However, whether you manage your restaurant’s social media or outsource, you would be well-served to audit the efforts.

Where to start? Adrienne Gurman is the founder and CEO of Buzz Generation in New York City. She points out common weaknesses in restaurant social media efforts that you can correct today.

• Using stock images instead of genuine photographs of your independent restaurant and food. "This can lead to false expectations for first-time customers. Guzman advises that Instagram provides editing and filter options to enhance the quality of the food photos so there's no need to use stock photos."
• Missing opportunities to promote the guest experience by only posting food pictures. "They need to create a restaurant social media experience that includes people enjoying their meals, the friendly staff, celebrations and special events."
• Using an inconsistent branding and design strategy across all digital platforms. The website and social media platforms should be instantly recognizable and in line with the restaurant's personality. The concept’s image, theme, and vibe should be consistent across social media platforms.
• Underrepresenting your community involvement. If a restaurant sponsors a local sports team, they should post about that. The same goes for having a booth at a street fair or participating in a local food tasting.
• Infrequent posting. Gurman advises businesses to create a calendar and schedule for posts in advance to keep the sites fresh and relevant.
• Lacking patience and perspective. People think social media will automatically generate new guest traffic. However, social media is used to increase brand awareness and exposure. Says Gurman, "The ROI is not always immediate; owners need to be patient but consistent in their posting."

Source: RestaurantOwner.com