Social Media as a Marketing Tool for Restaurant Business

Marketing forms the backbone of every business. Effective marketing management helps
organizations reach out to their customers and build long term relationships with them.
Traditional marketing strategies including television advertisements, print ads, hoardings,
billboards and email marketing have now taken a back seat. Instead, marketing has taken a
digital form. Since its inception, social media has been playing a significant role in our daily
lives. Businesses use social media for several purposes. This includes promoting products and
services offered by the business, establishing long term and sustainable relationships with them
and receiving as well as evaluating consumer feedback. This report highlights upon several
resources that throw light on the invention, acceptance and growth of social media as a
marketing tool within businesses. For improved understanding, a restaurant business has been
considered.
Restaurant business is a part of service industry. Service industries are often highly competitive
and marketing becomes a highly important aspect of the business. Social media helps businesses
in setting the right positioning in the minds of consumers. He, Zha & Li (2013) state that several
businesses in the service industry are using social media as a channel to provide these services to
customers. They are using various platforms including Facebook, Twitter, Instagram, Snapchat
or Pinterest. The restaurant can provide a link to the menu as well as telephone contact number
on their Facebook page. Customers could be given an option to book a table through the
restaurant’s social media platform.
Social media pages of a restaurant can help the business in spreading a positive word of mouth
by sharing relevant content on its social media pages. There are five perceived constructs of
social media marketing strategies. These include entertainment, trendiness, customization,
interaction and word of mouth (Kim & KO, 2012). The content shared across social media
platforms is very critical to the success of the social media strategy adopted by a business.
Therefore it is imperative that the content that the restaurant shares on its social media platforms
is creative, relevant, authentic and attractive. This will make sure that customers can relate to the
content shared on social media platforms and at the same time the content shared can attract
customers to visit the restaurant.

One of the most critical features of any successful social media platform of any business is the
activeness of these social media pages. The restaurant must ensure that its Facebook and
Instagram pages are consistently updated. All the events taking place at the restaurant must be
proficiently covered in its social media platforms. The quality of the pictures shared must be
high. The idea must be to create a positive look and feel of the restaurant. Social media can be
used as a tool to set the right positioning of a particular brand in the minds of its customers
(Vries et. al., 2011). However, in order to achieve this organizations must take the right step in
the direction of customer relationship building. Several customers post queries regarding the
restaurant. The business must be proactive enough to respond to these queries in an effective
manner. Similarly if customers post a positive or negative review, they must be acknowledged.
Social media also helps businesses in gaining a transparent feedback from customers. For a
restaurant business, there are several other platforms as well like Zomato wherein customers can
effectively write a review for any restaurant they visit, they can provide a feedback and even rate
the restaurant. These reviews are essentially public and can be viewed by all the users. Zomato is
frequently used as a tool for customers to gain an honest feedback about a restaurant before
visiting it. Feedbacks shared by customers on social media platforms are honest and should be
effectively addressed by businesses in order to deliver improved customer service (Fisher, 2009).
A new organizations aims to gain a large number of followers on several of its social media
platform in order to make the platform efficient enough to reach out to a large number of
customer through this platform. The reach of social media is very high and this is exactly what
makes it a proficient tool used by marketers to conduct their business (Lipsman et. al., 2012).
The creativity of the content shared on social media by a business largely defines the number of
followers that the brand will gain. Therefore, businesses must keep a sincere focus on ensuring
that a large number of people actually follow these social media pages in order to make sure that
they have a large impact and that the strategies adopted are successful.
Social media marketing can also be branched out into better forms of marketing. For example,
social media platforms can be used as a tool for influencer marketing. Influencer marketing
refers to the process of marketing a product or service with a help of an influencing personality
(Kumar & Mirchandani, 2012). These may include famous actors, standup comedians, singers or