I work with a lot of restaurants and small business owners and these are the four most common mistakes I find when evaluating their current social media strategy.
1. Lack of content
Content is key! No matter what platform you’re working with, if your content is lacking so is your engagement. Whether it be images, gifs, or videos, your content needs to reflect your brand and the image you want to portray. Creating a content calendar (or use one of ours) is the first step to producing quality, relevant content your fans want to see.
Each person in the world (at least among the 1.59 billion people active on Facebook) is connected to every other person by an average of three and a half other people. So by liking, commenting, and sharing your content (engagement) your fans are creating virtual “word of mouth” on your behalf.
The more actions your fans are taking on your Facebook page, the more likely others (their friends) will see your page too.
2. Not utilizing video
Video is especially hot right now. Your fans want to see the real you. Take them behind the scenes, show them your most popular dish, or highlight your star employee. Even better if you go Live. Facebook Live videos are watched three times longer than regular videos (Facebook Newsroom). Platforms like Facebook and Instagram make it easy to produce quality live videos right from your phone.
3. Failing to look at the metrics
Most platforms for social media already have built-in metrics that make it easy to see exactly how many people are seeing your posts. I’m not talking about just how many fans you have. Metrics can show you how many people actually view your content, what demographic they generate from, and when they’re online viewing it. This is valuable information when it comes to developing a successful social media strategy.
4. Lack of commitment
Usually, a business or restaurant owner will reach out to me after they’ve tried to manage their own social media and discover they no longer have the time to keep it up. Even just managing one platform takes time away from running the business. And when you find yourself pressed for time, the first thing to go by the wayside will be social media. Unlike other marketing strategies, momentum and consistency are crucial to keeping your content at the forefront of your consumers.