Well, the good news is that there’s room on social media for just about any story you want to tell. If you’re operating a restaurant, for example, there’s plenty of room for menu specials, one-off events, and promotions. And there’s lots of social media channels to choose from as well. If you’ve got lots of photos, there’s a social media channel for you. Rather just send quick bites? Twitter is your friend.
Now, the less-than-good news is that those stories are not necessarily what’s going to build your audience over the long-term or encourage engagement with your visitors.
And yet the “right” stories are probably right in front of your nose, too–or maybe your eyes….
So, here’s the thing: I don’t think you can underestimate how much information foodies want to know about your food! Where does it come from? Who grew it? Why did you choose to put those ingredients together? Can I make this at home – somehow, some way? Is it seasonal? What’s your favorite food for the season?
And that’s just one dish – multiply that by a week’s worth of meals.
If you’re the chef or owner, why did you choose a particular theme for your restaurant? How did you get interested in cooking? If you have more than one restaurant, how did the progression happen? What drives you to create new dishes? What is your inspiration?
These are the kinds of stories that you can tell that will engage your audience, and make them want to come back for more. Stories are kind of the secret weapon here! They fulfill a very human need for connection, and connection is key to social media success.
And don’t forget the images! If you have good ones, use them. If you don’t, get some made! Change them out regularly. Remember, consistency is a key to social media success.
One general rule of thumb for social media is the 80/20 rule. So for every 8 stories you tell, you can offer two promotions or specials. (And I wouldn’t count posting your daily specials on Twitter as a promotion – you get a pass on those….)
And let me know how it goes! You don’t always need to tell stories about your own food business; sometimes you can talk about a food in general, or a cooking technique. And don’t forget about highlighting employees from time to time. How long have they been working for you? What is their background? What is their favorite dish?
Personal works – and stories are our friend!