Social Exposure

It is impossible these days to come across a restaurant or a bar that does not have some kind of social media exposure in some way, shape or form. In some cases it isn't even up to the business itself to generate this type of exposure. Anyone can create a fan page for any business on a social network like Facebook. Enthusiasts can also start a blog about a business without any identifiable relation whatsoever to that business. Is this the type of exposure you want for your business? Maybe.... At least people are talking about you, right?

I think it is great for any business. Studies show that over 50% of adults seek out information about restaurants and bars before they decide on where they will spend their money. The big factor in connecting you (the business owner) with the consumer is, "The Bridge." Which social media device are you using to grab the eyes and mind of who your next possible consumer may be? Having your own website is nice, completely necessary and reliant on the fact that they who are searching for that perfect dining experience already know about your restaurant. So, what about the people that have no clue you exist? What are you doing for them?

Well, while this form of social networking is generating greater demand amongst businesses, competition is rising to a whole new level. You will start to fewer and fewer companies that have membership fees and instead will work off a commission for your business. You will start to see new companies rising to the occasion to defeat the unexpected negative impact that some of these social platforms and coupon distributing sites have created due to a lack of understanding what is actually "best" for the business, not just how many discounts can we sell. Groupon is an example of one of those, "This is genius... to...What exactly are we selling here?" type of experiences now. Not to say that it isn't improving some business income out there, but can there be a better modified form of this idea to secure a consistent profit margin where customers engage themselves more in the restaurant experience and not so much go and spend the exact limit of the coupon to get their moneys worth and leave without actually seeing what the restaurant has to offer. The article above goes into detail about the rise of these discount websites and how evolution of them is of course inevitable.

Another platform that I came across recently when reading over RestaurantNewsResource (article), was about touristlink and there latest idea in involving businesses and organizations to create social profiles for their travelers who use the site. It will provide tourism with a in depth look at what locals and other tourist like about certain businesses in different travel destinations. Let's be honest, we have all been to those bars that run strictly off its local crowd. It can be very difficult to spread word of your establishment if the word never breaks the community bubble. Some locals feel very strongly about their local watering-hole and discourage outsiders from even entering what they call, "Their bar." If you are a business owner and you are fine with this, well then you will never make money, especially if you are in a tourist destination.

Engaging your guests is also a valuable tool in assuring that they will come back. This article taken from RestaurantNews involves more of a creative approach to get the customer to feel as if they are a part of the business themselves. This is where restaurants and bars can and should incorporate the Facebook, Twitter, blogs..etc.. Obviously the consumer has found you and now let them run wild with the experience that you have created. As simple as a TV screen hooked up to a twitter feed or the Facebook photo page of your business gives the guests a look into the many people whom frequent your establishment on a regular basis and rave about it.

Concerns with being too reliant on social media.... Definitely! You are opening your world to possible negative criticism. As all of these websites allow feedback from real life customers they recognize the comments that are not typically in favor of the business. The aim of these social platforms is to provide the consumer or traveler with a patrons honest experience. So be prepared to face the words of those who were not satisfied with your services. There are people out there who use technology as a way of wreaking havoc on businesses that can create business interruptions if not recognized or treated in a timely fashion.

There are some additional coverages and endorsements in insurance that will cater to the needs of a business reliant on social media and the use of technology to promote their business. Be wise in your decision on how you plan on expanding your business and getting word out to the people. Remember, there is no one social media platform that can cover all of your needs as a business seeking greater consumer recognition. The right combination and adequate research of these devices will serve you a better chance at building a stronger customer base. Just make sure you back it up with the service people expect.