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,

    Twitter, Instagram

  • *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



  • 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

  • 6

    Facebook, Twitter and Instagram all have dedicated sites for businesses, which help you get the most out of your social accounts.

    Facebook for Business:

    Twitter for Business:

    Instagram for Business:

    Business Basics:

    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!

  • 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.


  • Best Practices


  • 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.

    Character Limit:

    400 characters allowed before you must click “see more” to

    continue reading.

    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 |

  • 10

    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,

    for example.)

    25% of the Canadian population uses


    Golin Harris; 7 Tips for Better Tweets, NRN August 27, 2014

  • Golin Harris

    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

    uses Instagram.


  • 6 Tips for Creating a Good Hashtag: 126 Tips for Creating a Good Hashtag:


    Hashtags are:

    • 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

    unintentional message.

  • Thought Starters


    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

    when possible.

    • 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.

  • 16

    Sample Posts:

    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