Social media has become a blessing and a curse for the restaurant industry. The same immediacy that makes it ideal for connecting with customers is exactly what can damage a brand when used against it, according to a new eMarketer report, “Social Media Damage Control: Learning from the Restaurant Industry.”
Social media is used to connect, correct and keep tabs on problems as
they arise. It is also prominent for advertising and promotions. In
fact, it is the most-used marketing tactic employed by restaurants by
far, according to a study conducted by Ipsos MediaCT on behalf of Groupon and the National Restaurant Association.
Among US restaurants in March 2013, 80% used social media—17 percentage
points higher than email, which was the next most popular choice.
Social’s ubiquity is likely because it’s viewed as less expensive than
traditional forms of marketing. Furthermore, 68% of restaurants said
they monitored restaurant review sites, showing that keeping on top of
customer feedback is considered to be part of marketing for many in the
industry. Read More