Social Networking

Social networking has been a part of the marketing vernacular for the last several years. But what exactly is it and is it right for your restaurant? Social networks are online communities of people and groups who share similar interests. If done successfully, you can use them to reach an extremely targeted market. An army of supporters who will do the marketing for you. For free.

Social Networking Marketing, The Up Side

It’s where the kids hang out. It is estimated that two-thirds of all North American youth utilize social networks on a daily basis and they are often eager to engage with their favorite brands - including restaurants.

Other people are there, too. Millions of others, of varying ages and socioeconomic statuses are also online accessing social networking sites.

Leave your mark. It is easy to create a presence on social networking sites. The most popular sites at the moment are Facebook and MySpace. Creating a fan page on Facebook or MySpace page requires minimum computer knowledge or design skills.

Provide substance. The best way to make an impression in this environment is to provide something of value to your customer like a useful online application, coupon or information on an upcoming promotion.

Social Networking Marketing, The Down Side

Buyer beware. Although the sheer numbers are there, it is often hard to market to these groups. They are very savvy and often suspicious of marketing found in the social networking area.

Users are fickle. While certain social networking site might be extremely popular at the moment (Facebook, MySpace) they can become obsolete very quickly.

Traditional doesn’t translate. Most marketers make the mistake of trying to get their message out on these sites by repurposing their advertising campaign or creating a microsite, but according to the numbers this is not always an effective way to engage your target market.

This space is good for relevant promotions and brand information. Create something that users want to interact with and then pass on to their friends and you will have achieved success.

Reaching out is much more involved than starting a page on popular social networks and filling out your company info. You also have to attract other users by being interesting and engaging.