Using Social Media to market your hospitality venue is all about conversations, and reaching your patrons where they are (in the on-line world).
The current Australian federal election is highlighting how hard it is to create conversations with your audience. Both Labour and the Coalition have been accused of using Twitter and Facebook to broadcast their message, and not engaging with the voters. Similarly, when thinking of using Social Media to market your brand, your venue, yourself … what are you looking for ?
At The DMA, we believe the on-line experience of your audience should match the off-line, real world experience of your patrons – in tone, manner and attentiveness. When someone walks into your venue, they will see some advertising posters, special boards, info about up-coming events. They will be warmly greeted by staff, and given attentive service and a warm experience. On-line, this is backed up with some broadcast and mentions of events, specials and info for your on-line audience. Better still if these specials are for this audience alone, and make sure that these take up 25% or less of your post on Twitter / Facebook / your blog. Respond quickly and attentively to all feedback – positive and negative – just as you would if the person spoke to you in the restaurant.
Be consistent, engaged, and on-line as much as you can be. The Social Media world is a place where you can reach your patrons 24×7, and represent your brand and the unique experience of your venue. Start as you mean to continue – like real relationships the time and effort is rewarded by a growing audience.
Be patient, as it takes time to build trust and participation across your on-line activities.
Sure, it’s all common sense … and uncommon in application.
In future posts we’ll have a look at some case studies of hospitality venues and their use of Social Media, highlighting success and hopefully providing some ideas of how you can harness the Conversation to market your business.