Hard Rock Café, Jersey Mike’s reveal social media success tips

Trying to calculate a straight return on investment for social media based on traffic and sales following a Facebook or Twitter campaign misses the point and could neglect meaningful measurement of engagement metrics, restaurant marketers said.

Jersey Mike’s Subs and Hard Rock Café, two brands that recently grew their bases of social media followers and, more importantly, increased engagement with them, discussed results from recent social media campaigns with Nation’s Restaurant News.

A very social summer for Jersey Mike’s

Jersey Mike’s grew its number of Facebook likes 30 percent over this past summer, mostly on the strength of a “Christmas in July” fundraiser that raised more than $200,000 for the nonprofit organization Wreaths Across America. The charity funds an annual wreath-laying ceremony on the graves of American soldiers at Arlington National Cemetery.

More importantly for Jersey Mike’s was that the number of people posting about and replying to the brand on Facebook more than quadrupled during the height of its fundraising campaign, said chief marketing officer Rich Hope. Read More