A recent report in Ad Age says most of us are doing it wrong when it comes to posting on our Facebook pages. That’s why we’re bringing you the Post This, Not That for restaurants and other foodservice establishments.
But first, let’s take a quick look at the research. Facebook conducted a study over the course of a month on 1,200 Facebook post from 23 brands. They used an algorithm to see which posts got more results in likes, comments and share.
- When you share posts that are related to your brand, you get a lot more response. Lesson: Instead of talking about the weather (unless you’re the Weather Channel), you’re better off posting photos and posts about your food, events and restaurant.
- People like your page to hear about your products. While there are a few exceptions and it’s cool to break it up once in a while, the more you share about your “brand,” the more shares, likes and comments you’ll receive – which translates to more awareness – which translates to more sales.
- Sharing is the silver bullet – not likes. Facebook users that share your posts get you the most exposure because the posts show up in their timeline for their friends to see. That’s a bigger investment than a like and a better indicator of what’s working in your marketing.
- Photos and video boost shares. Don’t just post the daily specials. Add a visual aid like a daily specials menu to entice guests to think about your restaurant around lunch or dinner time.
- Give your customers time to engage. Add content at relevant times during the day – 10-10:30 a.m. and 3:30-4 to help spark conversations about where to go for lunch or happy hour.
To read more about the research, click here.
Post This, Not That #1: Use Visual Aids
One thing we do on the MustHaveMenus Facebook page is to post about cool places we eat and cool uses of our menu templates – Check out our regular “Menu Bump.” This shows our customers how others are using the product and gives them ideas. You can do the same thing – post pics of your customers celebrating birthdays, your staff entertaining the guests or of the mariachi band.
Don’t just post – “Today’s lunch special is country fried steak and two veggies.” BORING!
Visuals like this summertime specials menu can help guide guests to share the menu with a friend when they are making lunch plans. Be sure to use the Menu App to publish to your Wall. And invite them to share it with their friends.
Post This, Not That #2: Post photos of your food.
If you’re not posting photos of your food, you’re missing out on the power of Facebook. A mouthwatering photo of your filet will get shares and likes in no time and some hungry folks in the door.
Post This, Not That #3: Post about the good you do.
Do you support local schools and charities? It’s a great idea to post about the good you do in your community. Fundraising nights and special events that you participate on behalf of a charity are great ways to show the human side of your brand. Use fundraising flyers and special event flyers to showcase the good you do. And don’t forget the photos and videos. These are great ways to get feedback from your customers.