I often run into examples of poorly executed social media "programs". Generally this comes from a highly undervalued view of social media, poor planning and an under-estimation of the complexity of the channels.
Quite often this will lead to an inconsistent and off-topic communication plan when it comes to talking to your fans or brand advocates through social media channels. Here are a few things I see happen all the time:
- You talk endlessly about yourself, your product and special offers. You're talking at your consumers, fans, brand advocates not to them.
- You talk endlessly about completely off-topic content. Try to be relevant to your brand values.
- You are always borrowing the content of others. You have content in your business, I know you do. Now use it.
- Food - the food is made fresh everyday, daily specials are always unique, the ingredients are from local suppliers, the chef puts creativity into every special and plate.
- Events - events are unique and frequent, from daily events to special events we are always dedicated to creating amazing experiences for all of our guests.
- People - our staff are the heart and soul of our business, we care about each other and work hard to make our workplace fun and exciting even though it can be stressful at times.
- Environment - we've spent years, countless hours and invested in the ambiance of our business, we are always looking to make our restaurant feel like home, a comfortable atmosphere where our customers are comfortable and welcomed.
- Food - we're going to take 50 pictures of all of our menu items, the chef is going to give us a brief description of each and what makes it unique.
- Events - we know that 50% of our events are planned. We're going to use the creative we've already made, take photos at the events and also re-use photos from our previous events.
- People - we're going to take short videos and take pictures of our staff. We want to tell their story and we also are going to take pictures of staff in their environment and show some behind the scenes peeks for our customers.
- Environment - we're going to take some pictures of our restaurant, the ambiance and tell our story. How did we get here? What did we do that was a challenge? We want our customers to understand and feel the same passion we feel for this business.