Subscribe   Share

The Social Marketing Revolution

Guerilla marketing has taken a decidedly tech turn. Pros: It's cheap and effective. Cons: What's Twitter again?

When times get tough, budgets get slashed—and marketing can be hit pretty hard. Yet surprisingly, one area of marketing—social media—is seeing an influx of dollars. Part of the reason is the low cost of social media. Viral marketing through blogs and YouTube, social networking sites like Facebook, MySpace and Twitter—a mini blogging community—and user-generated content such as Yelp! is a bargain compared to TV, radio or display ads; the tools are free, with expenses coming from the time to brand and manage the pieces.

Restaurant concepts are getting with the program, some more quickly than others. The pioneers have already seen some very positive results in terms of increased Web site and store traffic, redemption of coupons, purchase of gift cards and the buzz building around the brand, online and off.

Social Graces

So you joined Twitter, Facebook and MySpace. Now what?

• Don't just sit there—do something! The social media sites all provide detailed logistics and support under their “Help” sections. And there are plenty of social networking blogs and user forums where seasoned members share strategies.
• Enlist a dedicated member of your staff to monitor and contribute to Twitter, Facebook and restaurant-related sites like Eater and Yelp! Engagement is the way to build your brand.
• Get your chef or menu team to “tweet” regularly on Twitter about specials of the day, excitement over a local fruit or vegetable that just came into season or an appetizer in development.
• Teach your best patrons how to post on Twitter, Yelp! and Eater, if they aren't doing that already.
• Incorporate social media as a regular item in your marketing budget and concentrate on measurable objectives.

Excerpted from Restaurant Business, May 30, 2009