For my strategic public relations communication class, I collaborated with three other students to conduct a social media audit and conversation analysis for El Gaucho, a steakhouse in Portland, Ore.
We examined its Facebook, Twitter and Instagram presence and compared El Gaucho to two of its competitors – Morton’s The Steakhouse and Ruth’s Chris Steak House. To quantify data, we used programs such as Twitonomy for Twitter and Iconosquare for Instagram. We manually analyzed the three restaurants Facebook pages to get a better look at voice and interaction.
Here is what I learned in the process:
Maintain a consistent brand
Be sure to share the same account names and logos across all social media platforms. This will allow fans to recognize your organization easier; otherwise, the social media platforms function separately instead of being complimentary to one another. Choose one design and stick with it. Many platforms are customizable with “cover” or “background” images.
Use an appropriate voice
Every audience is different, so be sure to adapt your tone on social media to fit your audience. For upscale restaurants, many maintain a professional, witty, and lighthearted. Make sure this voice is consistent across all social media platforms. While every platform is unique in its own ways, do not make significant changes to voice across platforms.
Interact with your audience
Social media is a form of two-way communication. It’s important to interact with followers and respond to questions, comments and concerns. Don’t talk at your fans, talk with them; nobody likes to be ignored. The more you interact with your audience, the more engaged they will be with the content you share. A little goes a long way.