It’s no secret that social media presence is increasingly important in the current restaurant marketplace. Fortunately, you can, to some extent, control the perception of your brand on social media platforms such as Facebook, Instagram, Twitter and Snapchat. How you present your concept and how often potential customers are exposed to what you have to offer is up to you. Advertising on these platforms has become the preferred marketing choice for many operators because it is easy to manage and effective for connecting with potential guests. Marketing can be done in real time, strategically reaching consumers in your precise location and within a reasonable budget. The following tips will help you improve your restaurant’s social media presence and increase your reach.Number One: Use Vibrant Visual Content Visual content is the most effective form of content you can post. If possible, make an investment in a professional photographer as this is the best way to compile high-quality visual content that you can utilize over a long period of time. When planning a photoshoot make sure the photographer captures a variety of images. You’ll want to have several different food items from each section of your menu (appetizers, entrees, desserts, lunch, dinner etc.) as well as cocktails, beer and wine and non-alcoholic beverages. These should be shot individually as well as in groups. Ask for photographs of any unique design elements of the restaurant. Have the photographer shoot the restaurant both inside and out and during the daytime as well as after dark. If you can, get pictures of the restaurant when it is full of guests and appears busy. Also, request headshots of key team members as well as employees “in action.”If a professional photographer is not an option, consider investing in a good quality camera. There may be a team member with photography skills that is willing to help with content development. Pictures and videos taken with a smartphone can also be very good. Be sure that you have a clean workspace when taking your own photos and videos and that the area is well lit. If you can, arrange any props that make the photo more visually appealing. For instance, if you’re photographing a spring cocktail special with a citrus element, it might look nice to have a glass of lemons behind it or a bouquet of colorful flowers.The best strategy for accumulating visual content is a combination of all the above approaches. To be able to post regularly you will need a wide variety of photos in your database in order to keep your posts fresh over a period of time.Number Two: Update and Complete All Profiles This is simple but important. For each social media account you have, make sure that all the information is accurate, up to date and complete. Facebook has extensive options for sharing information about your restaurant with potential guests that visit your page. Everything from your business hours to parking options to your menu offerings should be provided. Take advantage of the opportunity to make it easy for your guests to learn about your restaurant and plan their next visit by completing as much of the profile information as you can. If you make changes to any of this information, it’s important to remember to update all social media platforms with the new details. Instagram is limited as far as sharing specific information about your restaurant, so your account needs to be a short but engaging bio explaining your concept and food as well as the address, phone number, and website link.Number Three: Maximize User Generated ContentMaking the most of this type of content is a great way to generate more posts without having to develop content yourself. This may mean searching your restaurant location tag on Instagram and finding photos posted by your guests. These can be reposted, and the original poster can be tagged. A great way to encourage your guests to post their pictures and videos on social media platforms is by creating a hashtag for your restaurant. Posting the hashtag and asking your followers to attach it to their posts will make it simple to find these posts by searching the hashtag. Using guest content is a fantastic way to cultivate unofficial brand ambassadors for your concept and build relationships with your guests.Number Four: Develop Custom Targeted AudiencesThis is a feature specific to Facebook. It is designed to help you choose the people that you want to reach based on demographics, location, interests, and behaviors. The best way to do this is to use the Facebook Ads Manager feature and you can access this feature through your business page account. Use either the Ads Manager App on your mobile device or the desktop version. Ads Manager will guide you through how to create custom audiences as well as “lookalike audiences” based on your current followers. Ads Manager will also be able to generate insights into your different audiences. You may create several audiences, some based on location for real-time ads and others based on demographics that may be interested in your various promotions.Number Five: Engage FollowersIt’s important when managing social media to make sure to not overdo promotional content. Your followers and potential guests will tire of seeing posts meant only to promote your restaurant and products. Another form of content that has the potential to generate buzz is an engagement post. This may be as simple as posting a picture of one of your signature menu items and asking a question like “When was the last time you enjoyed our BBQ Bourbon Short Rib Burger?” and then responding to your followers when they answer. Instagram and Facebook both have easy to use features for posting surveys, which is another great way to engage your followers. Social media contests asking your followers to repost or tag their friends is a great way to not only engage your current followers but gain new followers as well.Whether you are new to social media management or have been using it for years to promote your business, there is a constant stream of new features being added that can help generate sales with minimal advertising investment. It’s unquestionably worth your time to make an investment in building the strongest presence on whichever platforms you use. For more help creating a strong social media strategy, reach out to Synergy for an initial conversation to discuss your needs.