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The Online Revolution

Social networking sites like Facebook and Twitter help operators connect with customers.

Seemingly overnight, Facebook and Twitter have become necessities for any operation that doesn’t want to seem out of touch, especially with younger customers.

At 20,000-student Illinois State University in Normal, Campus Dining Services recently launched a Facebook page dedicated to the renovation of its largest dining facility, Watterson Commons, says Tracy Widergren, marketing coordinator.

"Because this is an occupied, 18-month phased renovation, communication with the students we serve is essential," Widergren says. The Facebook page will be used to post updates and pictures of the renovation and receive student feedback.

Highlighting LTOs:
At 18,200-student Washington State University in Pullman, Whitney Mueller, marketing graduate assistant for dining services, says the department is improving its Facebook and Twitter presence.

"Our goal is to use Facebook as a marketing tool to highlight limited-time offers, upcoming pace changers such as a strawberry shortcake bar and our ongoing monthly promotional series—A Culinary Adventure to Cuisine," Mueller says. She notes that Facebook is a useful, no-cost way to reach students and "pre-empt their needs" by sending information.

Fast and Free:
Another social networking component Mueller implemented is Twitter. Twitter is a free site that allows users to send out updates (kind of like mass text messages known as tweets) that must be fewer than 140 characters. The messages are sent out to subscribers via the Twitter Web site, text messaging or external programs. Mueller says it’s a great way to get information out fast.

"You can only tweet like eight words and a link," Mueller says. "So the real purpose is to get people to our Web site to get more information. For example, we are hosting summer barbecues outside along with a concert series, so two days before we’ll tweet 'summer barbecue, this Tuesday' and then we’ll do it again the day of the event.’

Adds Mueller, "Two months ago, Twitter was nothing and all of a sudden it blew up. It’s easy, fast and it works."

Source: FoodService Director, July 15, 2009   

MK the Restaurant, an independently owned Chicago dining spot, uses Twitter and Facebook along with e-mail blasts to tout a weekly food-and-wine tasting that attracts 30 or more guests on a typically slow Wednesday night. The deal pairs three small plates of fresh, seasonal cooking with three tastes of unusual wines. A tweet like the following spreads the word among MK followers: "Wine on Wednesday is tonight! Featuring oysters, scallops and gnocchi w wines paired by our sommelier! 6-9 p.m. $25." It's a two-way street—customers tweet back to say things like "Had the best dinner in a long time at MK on Wednesday night." Says MK manager Patrick Ewald, "This has made a lot of new customers excited about the restaurant."

Check out our article on the Social Marketing Revolution