Social Media for Restaurants: The Mistakes That Are Costing You Customers

Author: FoodPEEPS

Australians are highly active on social platforms – your feed is often a customer's first impression of your venue.

Social media is one of the most powerful tools available to foodservice operators and one of the most consistently misused. With more than three-quarters of Australians active on social platforms and the majority accessing them via mobile, your Instagram or Facebook presence is often the first impression a potential customer forms of your venue.

Jacob Ritchie, Director and founder of Two Birds Social, a Brisbane and Gold Coast-based agency whose hospitality clients include the Marriott, Sheraton and Westin hotel chains, has seen every variety of social media misstep. Here's what he identifies as the most common, and how to fix them.

Mistake 1: Treating Social Media Like a Billboard

"The number one mistake we see is businesses using their social media as a mini-billboard," Ritchie says. Constant price promotions, deal announcements and calls to action don't build the kind of relationship that keeps customers coming back.

The alternative is deceptively simple: think of your social feed as a conversation, not an advertisement. Post content that informs, entertains or connects, behind the scenes content, staff stories, seasonal dishes, supplier relationships.

Mistake 2: Cutting and Pasting Content

Text and captions are where your tone of voice lives. Mass-produced copy does nothing to differentiate you. Ritchie's advice: think about how you'd talk to a 25-year-old customer who just walked in and translate that into your captions. Write as though you're talking to a friend, because that's what social media is supposed to facilitate.

Mistake 3: Poor Visual Standards

Shooting angle and composition make a significant difference – even on a smartphone.

Blurry, pixelated or poorly lit food images will undermine even the best kitchen. You don't need a professional photographer at every service, but you do need someone on the team who understands basic composition and lighting. Smartphone cameras are capable of excellent food photography when used well.

Mistake 4: Inconsistency

Sporadic posting is one of the easiest ways to lose reach and relevance. Social algorithms reward consistency. A content calendar, even a simple one is the difference between a social presence that builds over time and one that flatlines.

The good news: these mistakes are eminently fixable. You don't need a large budget or an agency retainer to do social media well. You need a clear voice, decent visuals and the discipline to show up regularly.