Social Media Handbook - Unilever Food Solutions CA Tweet Best Practices:...
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Social Media Handbook
You are on your way to serving your burgers to more fans as a member of Hellmann’s® Burger Route™!
Every time guests share your burgers online to enter the #BurgerRouteContestCA, they’re sharing your restaurant with all their
friends and followers.
Use this guide to find best practices and tips to increase your exposure on social media and keep guests coming back for your amazing burgers.
Burger Route™ Social Media Handbook
Table of contents here Table of Contents
4 - Introduction: Why social media?
7 - Business basics + tips
9 - Best practices: Facebook,
Twitter, Instagram, Hashtags
14 - Thought starters for sharing:
Promotion + photo tips
17 - Sample posts: Facebook,
*Pew Research, October 2015.
76% of Internet-using adults— and 90% of those age 18–29—use social media.*
Restaurant guests have more choices than ever, so in order
TO STAND OUT FROM THE COMPETITION, IT’S IMPORTANT TO ENGAGE THEM WHERE THEY ARE. And a majority of your guests are online:
Whatever platform you use, remember is the basic purpose of social media:
“What Restaurants Need to Know About Social Media”, NRN July 25, 2014
The tone of your posts should reflect the personality of your restaurant. Users look for authenticity!
Use social media to listen, don’t just broadcast. It’s a tool for conversation and building relationships with your guests.
Engage your guests, get their feedback and ask them questions.
Why use social media?
Though there are dozens of social media options, this guide will focus on the three most often used by restaurants like yours:
Facebook Twitter Instagram
Facebook, Twitter and Instagram all have dedicated sites for businesses, which help you get the most out of your social accounts.
Facebook for Business: https://www.facebook.com/business/
Twitter for Business: https://business.twitter.com/basics
Instagram for Business: https://business.instagram.com/
These guides also help you advertise. Sponsored posts are an effective way to increase your reach and cut through the clutter to connect with your audience. Learn more about sponsored posts in the Burger Route™ Media Toolkit!
https://www.facebook.com/business/ https://business.twitter.com/basics https://business.instagram.com/
The following 3 pages outline best practices and tips for each platform.
Which sites are right for you?
Because tweets are limited to 140-characters and the feed is constantly updating, Twitter is ideal for sharing real-time content.
Twitter is great for customer service and networking in your community and industry.
Facebook is the world’s largest social network.
If you only use one social media site, Facebook is probably the best use of your time.
Instagram is a platform that focuses on images and short-form videos.
Instagram is most often accessed on mobile, and users can tag photos at specific locations.
Facebook has placed an emphasis on promoted posts and limited the reach of Page content that isn’t sponsored. Paid posts allow you to reach more people and target users based on their location, demographics and interests.
400 characters allowed before you must click “see more” to
75% of users 18-34 use this platform.
Facebook Best Practices:
• Challenge yourself to tell a story in 6 words or less. You can't
do it for every post, but when you can, it will stand out.
• Post 3-5 times a week, and no more than 2x a day.
• Make sure you have more than one admin on your business
page to have a continuous rotation of updates.
59% of the Canadian population uses Facebook.
Golin Harris | http://www.forbes.com/sites/cherylsnappconner/2015/11/08/for-brands-and-pr-when-is-the-best-time-to-post-on-social-media/
Tweets can be easy to miss—that’s the nature of Twitter. Twitter’s strength is in interacting with guests who @ mention you or reply to your tweets. It’s a direct line to your customers.
Character Limit: 140
• Maximum with a link: 117
Most are college-educated and under 50 years old.
Tweet Best Practices:
• Include media when possible. Posts with images perform best.
• Tweet engagement decreases after posting
more than 3 times in a day.
• You can pin a tweet to the top of your feed to temporarily highlight
important information. (Ongoing promotions or extended hours,
25% of the Canadian population uses
Golin Harris; 7 Tips for Better Tweets, NRN August 27, 2014
Character Limit: 2,200
• No links are allowed in the captions, but you can link to your
website in your profile.
Instagram Best Practices:
• Use emojis sparingly. They are a great way to add personality but
should not be the primary form of content.
• Brands that post daily see the highest engagement. Set up an
account if you have new content to share on a regular basis.
• Repost content from your customers. Simply ask the guest if you
can reshare by commenting or direct messaging them.
• Consider how the photo will look in the newsfeed AND next to the
last 8 photos that you posted. Your last nine photos should
illustrate your brand story.
55% of adults 18-29 are active on the platform.
16% of the online Canadian population
6 Tips for Creating a Good Hashtag: https://medium.com/@salesforce/6-tips-for-creating-a-good-hashtag-7d90a3a512df#.gtr79sbjk 126 Tips for Creating a Good Hashtag: https://medium.com/@salesforce/6-tips-for-creating-a-good-hashtag-7d90a3a512df#.gtr79sbjk
• A quick way to link to other content about a subject
and engage in larger conversations.
• Often used to make jokes or commentary.
# Keep hashtags short, unique and ownable. For example, using #burgers, you wouldn’t be able to find
which tweets came from your customers.
# Hashtags aren’t always possible to track on Facebook. Restrict hashtag promotions to Twitter or
# If you’re tracking hashtags for a contest, make sure you choose unique hashtags. For example, you
can’t track both #BurgerFriday and #RestaurantName at the same time, unless you’re using a paid
aggregator service like Hootsuite, TweetDeck , SocialBoard or Social Mention
# Use caution when hopping onto other trends that may not match your tone or might communicate an
https://medium.com/@salesforce/6-tips-for-creating-a-good-hashtag-7d90a3a512df#.gtr79sbjk https://medium.com/@salesforce/6-tips-for-creating-a-good-hashtag-7d90a3a512df#.gtr79sbjk https://hootsuite.com/ https://tweetdeck.twitter.com/ https://www.thesocialboard.com/ http://www.socialmention.com/
Regular posts are essential. (Ever visit a page that hasn’t been updated since 2014?)
If you’re worried about the time it takes to manage social media, apps like Buffer and HootSuite allow you to schedule posts in advance so you can stay relevant in followers’ feeds—without spending all day checking your pages.
Golin Harris 13
Here are some ideas of what restaurants can post:
Share restaurant promotions & events • Limited time offers • Weekly specials
Highlight current food trends • Seasonal dishes or ingredients • Find food holidays and celebrations—National Hamburger Month,
Tie in to local events & venues • Partner with other businesses for a neighborhood promotion • Highlight community events
Show behind the scenes at your restaurant • Share pictures of your chef experimenting in the kitchen • Profile servers and staff
How to post the best photos:
• Choose simple photos: Clear, colourful and appetizing.
• Change up point-of-view. Try taking food photos
from the perspective of a diner. Overhead food
photos are also popular on Instagram.
• Natural light is best—avoid fluorescent lighting
• Turn on your camera's grid and remember the rule of thirds.
• Don't forget the human element. Have someone grabbing for the fries or hands holding the burger for added authenticity.
Use these post examples and ideas as a guide, but remember
to let your own personality, brand and style shine through.
Find more post inspiration
in the Burger Route™ Soci