As more restaurant executives probe the potential impact of social media on their business, both in sales and reputation, they look for those using the new tools well: Who are the heavy Twitter hitters? What moves engagement on Facebook? How are location-based networks like Foursquare going to impact customer decisions?
They also look for the hard-to-define return on investment, and a new study reveals that social media efforts on various platforms are having impacts both on sales results and brand perceptions.
Ad agency Ogilvy-ChatThreads released this month a study of 400 U.S. restaurants consumers, tracked in the first half of this year, and found the social media exposure, integrated with other marketing channels, was associated with increases of between two and seven times in week-over-week consumer spending.