This document provides a framework for a social media strategy for restaurants. It recommends establishing a presence across major platforms like Twitter, Instagram, Facebook, YouTube and blogs. Key tactics include posting daily updates and engaging in conversations, hosting monthly contests to drive engagement, collaborating with food bloggers and experts, and creating shareable blog content. The goal is to connect with customers and food enthusiasts while promoting the brand in an interactive way across online and social media.

1. SOCIAL MEDIA STRATEGY
FOR RESTAURANTS
A FRAMEWORK BY BALAJI VIJAYARAGHAVAN
[MARCH 6, 2015]

2. FRAMEWORK
IN THE DIGITAL ERA, IT IS VERY IMPORTANT FOR BRANDS TO POSITION AND PROJECT COMPREHENSIVELY ON EVERY ONLINE MEDIUM
• WEBLOG
• PR
• SOCIAL MEDIA
• MAILING LISTS
• ADS & CAMPAIGNS

3. WEBLOG
COMMONLY KNOWN AS WEBSITE, WHERE THERE IS AN ACTIVE OPERATIONS OF THE BLOG PAGE. NOTE THE FOLLOWING ON IT:
• BRAND PROFILE
• MENU
• DISTINCT SOCIAL PLUG-INS
• BLOG PAGE
• PODCAST & GALLERY
• E-COMMERCE (IF REQUIRED)
• CONTACT PAGE

4. PR
LETS GET ON THE NEWS!
• NEWS RELEASES
• INTERVIEWS
• GUEST WRITINGS
• CHARITIES
• EVENTS
• BUZZ (CAMPAIGNS)
• PODCASTS (COOKERY)

5. SOCIAL MEDIA

6. PLATFORMS
THERE ARE A LOT OF PLATFORMS, IT IS VERY IMPORTANT TO HAND PICK THE PLATFORMS THAT WILL HELP THIS SECTOR
• TWITTER
• INSTAGRAM
• GOOGLE+
• FACEBOOK
• PINTEREST
• YOUTUBE
• ZOMATO & YELP
• FOURSQUARE & SWARM

7. PLATFORM: TWITTER
GUIDELINES
• MAKE SURE YOUR BRAND CARRIES A SIGNATURE HASHTAG
• TWEET ABOUT YOUR BRAND, GIVE SOME DAILY UPDATES
• GET INVOLVED IN CONVERSATIONS WITH BRANDS THAT SPEAK ABOUT FOOD
• INTERACT WITH FOOD BLOGGERS ON A REGULAR BASIS
• HOST TWITTER CAMPAIGNS, BLOGGERS MEET, ETC…
• OFFER DISCOUNTS & GIVEAWAYS FOR THE LOYALISTS

8. PLATFORM: INSTAGRAM
• THE EVOLUTION OF VISUAL CONTENT WITH IMAGES AND SHORT VIDEOS
STARTED FROM HERE, SECOND MOST ACTIVE SOCIAL MEDIA PLATFORM AFTER
FACEBOOK
• A SIMILAR HASHTAG DRIVEN CONVERSATION WITH ONE IMAGE A DAY MINIMUM
• INTERACT WITH CO-BRANDS AND FOOD BLOGGERS

9. PLATFORM: GOOGLE+
• A FACEBOOK-LIKE SOCIAL MEDIA PLATFORM THAT ENABLES INDIVIDUALS TO
LINK THEIR WEB PRESENCE AND RANKING.
• OPTION OF DIRECT E-MAIL OF THE UPDATES ON THE WEBSITES AND SOCIAL
MEDIA
• A SIMILAR STRATEGY TO THAT OF FACEBOOK SHALL BE FOLLOWED

10. PLATFORM: FACEBOOK
• A PAGE WITH A CALL-TO-ACTION BUTTON IS STRONGLY RECOMMENDED
• DAILY UPDATES FROM THE BRAND, INTERACTIONS WITH THE CO-BRANDS ON A
DAILY BASIS IS RECOMMENDED
• DO MAXIMUM POSSIBLE PROMOTIONS, WITH A TARGET OF ‘ENGAGING’ AND
NOT ‘BROADCASTING’.
• BANK ON FACEBOOK FOR THE VISIBILITY OF YOUR BLOG POSTS, ALONG WITH
OTHER PLATFORMS.

11. REVIEWING PLATFORMS
• IT IS MANDATORY TO HAVE A PROFILE ON PLATFORMS SUCH AS ZOMATO, YELP
AND FOURSQUARE.
• APPRECIATE AND ENCOURAGE CUSTOMERS TO RATE AND REVIEW THE
RESTAURANT
• GIVE A #SHOUTOUT TO THE HAPPY CUSTOMERS AND CONNECT WITH THE
UNHAPPY CUSTOMERS

12. PLATFORM: YOUTUBE
• VIDEO UPLOADING PLATFORM FOR THE UPLOADS OF CONVERSATIONS,
INTERVIEWS, CAMPAIGNS, DEMOS, ETC…

13. BLOG
• THE PRIME FOCUS FOR ANY BRAND, BEING SOCIAL IS TO CONNECT. SHARING
NEWS FROM TIME TO TIME WITH AN ELABORATE CONTENT.
• DO NOT BRAG ABOUT YOUR BRAND TOO MUCH, WRITE A VERY GENERAL
CONTENT WITH RESPECT TO THE FOOD, IT IS ABSOLUTELY FINE WRITING ABOUT
OTHER CUISINES ON CERTAIN OCCASIONS.

14. THE PLAN

15. CONVERSATIONS
• MINIMUM OF 2 BLOG POSTS A WEEK WHERE INTERACTIVE ARTICLES (SHAREABLE
BY PEOPLE) SHALL BE POSTED.
• ASK A QUESTION, ANSWER A QUESTION OR CREATE A CONSTRUCTIVE
CONTROVERSY WITH THE CONNOISSEURS OF FOOD.
• CONNECT AND INTERACT WITH THE REVIEWERS

16. EVENTS AND CAMPAIGNS
• A CONTEST/TWEETATHON ON A MONTHLY BASIS WILL DRIVE ENGAGEMENT AND
TRAFFIC TO THE PROFILES ON SOCIAL MEDIA (MAINLY TWITTER)
• A HANGOUT WITH FOOD EXPERTS ON AN INTERMITTENT BASIS THROUGH
GOOGLE+
• REGULAR BLOGGERS MEET AT THE RESTAURANT

17. ADVERTISEMENTS
• PREFER FREE EVENT LISTINGS [FROM THIRD PARTIES]
• NEGOTIATE A GOOD DEAL, STANDING ON THE CLAUSES WITH PR AGENCIES
• HAVE A SPECIFIED AND TARGETED AUDIENCE
• BE MORE SOCIAL AND MONITOR THE PROGRESS
• BE ROI CONSCIOUS

18. LETS GO…
Write to
me@balajivijayaraghavan.com