How you interact with guests and potential guests will constantly be under viral scrutiny, so the messaging has always got to be interesting, fun and relevant. Just as these messaging qualities can attract more customers to your pub, getting them wrong can keep people away.
It’s not all within your control either, review sites such as Yelp, Tripadvisor and Urbanspoon can create an unpleasant and negative view of your pub unless you have a strategy to deal with them. Without a doubt, you will receive bad reviews from time to time and, while not getting hung up on them, you will need to develop a strategy for dealing with them.
So, when first thinking about your social media strategy, a plan and route map are required. Many operators simply upload a website with links to their Facebook page, and that’s fine if your business doesn’t require anything more. However, as social media becomes more embedded in the consumer’s everyday behaviour, your ability to keep your pub top of mind with these consumers may make the difference between a good business and a great business. Remember that the pub experience is often a spontaneous one, people deciding to go somewhere for a drink on the spur of the moment. You want your pub to spring to mind when that happens.
So, whatever your social media strategy is, you need to plan it well and integrate it into the day to day activities in your pub, as well-prepared and well-executed as the food from your kitchen or the drinks from your bar.
Planning Your Social Media Presence
When planning for your social media presence, here are some of the questions you should ask yourself:
- What are my objectives?
- Who am I trying to reach?
- What sites do I want to be on?
- What do each of these sites provide for me to help me reach my customers?
- What information will potential customers want from me?
- What am I offering?
- What’s unique about my place or what I offer?
- How am I going to engage my existing customers and my potential customers?
- How am I going to keep relevant to mobile customers?
- Who is going to manage my internet presence?
- How will I inform my customers without annoying them?
- How am I going to deal with negative social media?
- How much am I going to spend on it?
- How am I going to stand out from the crowd?
Through all of your planning, you should remember that you are not simply trying to deliver information to your audience, you are really trying to engage them in a dialogue. The more your social media becomes a conversation with your customer, the more loyal that customer will be to you and the more likely they will be to recommend you to friends and acquaintances, bringing you more new business.
So in order to create a good dialogue or conversation, all your social media communication must work on a theme of building good, solid relationships. Finally, build reward into your dialogue with followers….consumers who are interested in you like to know that you are interested in them. Good use of social media for your pub is not a one-way street.