Many independent restaurant operators simply don’t have the time—or the desire—to manage their websites and social media themselves. It’s common to hand these tasks to a trusted manager or outsource them to a freelancer or agency. Skilled web developers and social media marketers can certainly strengthen your brand. However, stepping back from your online messaging can sometimes create challenges—from guest confusion to missed opportunities and even lost business.

Develop written guidelines for the kinds of online messaging you allow. Because guests have diverse beliefs, political or religious posts may not connect well with everyone. You take a risk when you publish them on your business’s media. Viewers will attribute anything posted on your website and social media feed as a reflection of your restaurant’s culture and views. Your restaurant is in the food service and hospitality business. You are best served by avoiding controversial topics. Offended guests will share posts and screenshots with their social media networks.

A brand is no longer what we tell the consumer it is—it is what consumers tell each other it is. – Scott Cook

Review content promoting special events and offerings before they go live. A recent Valentine’s Day promotion advertised a fixed‑price meal that “pairs well with our signature margarita.” Some guests assumed the drink was included with the special, leading to disappointment when they learned the cocktail wasn’t part of the offer.

When you pass along your social media duties, we strongly encourage you to approve posts for the first few weeks to ensure the messaging aligns with your brand. Establish a trial period to ensure content and tone are consistent with the image you wish to convey about your concept. The copy should be written clearly and without typographical errors. Mistakes on your website and social media can create confusion and may affect how guests perceive your brand.

Develop a social media policy for your staff. Ensure your crew knows what they can and cannot post about the restaurant on their social media feeds. All restaurant companies—even small independent operations—benefit from having clear guidelines outlining what is appropriate and inappropriate for employees to post on social media.

Social Media Policy Template for Restaurants

Social media is now mainstream and restaurants, like any business, need to recognize that people, and sometimes even their employees, are talking about them online.

All restaurant companies, including small independent operations, would be wise to have establishes guidelines for what is appropriate and what is not appropriate communication for their employees on social media websites.

Case in point -- The Youtube.com video showing two Domino's employees doing gross things in one of their restaurant's kitchen in April 2009 should have sent a strong warning to anyone in the restaurant business about indiscriminant employee social media use.

Download this template entitled "Policy Regarding Use of Social Media by Employees" as a guide to create your own policies and guidelines for your company and its employees.

Summary of Features & Benefits:

• Provides guidelines for establishing your own social media policy
• Discusses and details examples of inappropriate social media use for employees at work and when they are off duty
• Addresses employee use of company equipment and facilities for non-work-related activities
• This template can be easily modified to reflect the specific policies and guidelines you want in your restaurant

Source: RestaurantOwner.com