Social media gives consumers ideas about things to do and buy to make their lives better.
These ideas include which restaurants to go to on Saturday nights.
Restaurant Customer Statistics for Every Social Media Manager
An effective social media strategy in marketing is a must for all restaurants. Here are five statistics that prove just how successful social media can be for restaurants when there’s an emphasis on the customer.
Statistic: Customer advocacy will increase by 25 percent if you answer a complaint, according to Convince and Convert.
Why it matters: Customers, who cheer on your brand, matter. Customer advocates will talk about your brand to their friends and family. In addition, they’ll talk across online channels social channels like Instagram, Facebook, and Google.
Statistic: “The average response time for a brand to reply on social media to a user is 10 hours, while the average user will only wait 4 hours,” according to Sprout Social.
Why it matters: When you text your friend and it’s not urgent, you probably expect them to respond within a few hours. Brands should do the same.
Statistic: When it comes to online reviews, 53 percent of customers expect businesses to respond within one week, according to the 2018 ReviewTrackers Online Reviews Survey. But 63 percent of customers say that a business has never responded to their review.
Why it matters: Businesses are falling short to meet customer expectations. About half of customers expect businesses to respond to their review, but only 37 percent of customers receive a response.
Statistic: Customers who engage with businesses on social media actually spend 20 to 40 percent more money on those businesses than on others, according to Bain & Company.
Why it matters: Customers will invest in brands that invest in them. When a customer reaches out to you on social media and you respond, it shows you care.
Statistic: Facebook is the primary social media platform for most Americans, according to Pew Research Center.
Why it matters: According to the ReviewTrackers 2018 Online Reviews Survey, Facebook is growing more than second for the distribution of online reviews. Google is growing the most. Customers are going to Google, but they are also Facebook when sharing how they feel about a business.
What Restaurant Customers Want to See
When social media managers at restaurants are creating social strategies, it can be difficult to know just what to post. There’s so much social media noise out there, how do you stand out? According to Sweta Patel of Food NewsFeed, there are three key elements that make up a social media message for a restaurant. He writes those are the customer perspective, the internal perspective, and the marketplace perspective.
“With the customer’s perspective, you need to reveal what is ultimately important to them when they go out to eat,” he writes. “Are they more satisfied with a high energy atmosphere? Or would they enjoy a more slow paced and intimate dining experience? Talk with your customers to find out what their ideal dining experience would be.”
In this sense, it’s crucial for social media managers at restaurants to understand that part of what they do is customer experience marketing—i.e., sharing and promoting the experience you deliver to customers.
Patel goes on to write that from an internal perspective, you should ask yourself what the message is for your restaurant and if that message is communicated in the restaurant’s atmosphere. He also writes that restaurants should look at what distinguishes them from the competition and ask whether or not that distinguishing factor is highlighted in the social media message.