Food and Drink International - Winter 2016 Volume 2 - 14

social media: by Paige Leidig

Best Practices
Why social media is the recipe for success.

S

>> One of the biggest advantages of social media is its 'always available focus group' nature where users offer immediate, real-time feedback on whether an idea is great or needs some work.

Since you can't taste or even smell the food in a marketing campaign - no matter how good your visuals - restaurant brands
must rely on other tactics to attract diners. The smartest ones
use social media to whet diners' appetites - but just like creating the perfect dish, it takes a bit of skill to get things just right.
Here's how some of the biggest
brands out there do it, according to
the NetBase Social Media Best Practices Guide 2016: Restaurant Brands.

Increase Brand Awareness
with Social Promotions
There are a lot of ways to get diners
fired up enough to share on social and

14

spread the word - but free food is definitely a big draw for fans of restaurant
brands. It's certainly working for Ben
& Jerry's and Krispy Kreme, who take
part in #FreeConeDay and #NationalDonutDay, respectively.
In Krispy Kreme's case, they're
smartly taking advantage of a tailor-made national event. Ben & Jer-

food & drink international * winter 2016 volume 2 * www.fooddrink-magazine.com

ry's created their own event in 1979,
and it's become an annual - and now
global - phenomenon with more than
a million scoops given away in 2015.
Brands like Dairy Queen and Haagen
Daaz have followed suit with their
own Free Cone Days - and rightly
so. When you use social listening for
competitive intelligence, the whole
point is to use anything that's working
for others in your own way. And why
let a good hashtag go to waste?
What's great about both scenarios is that creating your own event
allows your brand to grab share of
volume without having to fight for it


http://www.fooddrink-magazine.com

Table of Contents for the Digital Edition of Food and Drink International - Winter 2016 Volume 2

Contents
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Food and Drink International - Winter 2016 Volume 2 - Cover3
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