• Aleya Harris

HOW TO BUILD AN EFFECTIVE SOCIAL MEDIA STRATEGY

Updated: Apr 19, 2019



The game of social media can be tough and with thousands of food and beverage companies vying for attention, it’s easy to get lost in the shuffle. From knowing when to post to finding engaging content, there’s a lot of areas to take note of. However, building an effective social media strategy can be all you need to gain momentum and following these fundamentals is a great way to start.


1. Understand your audience

Firstly I can’t stress enough that you understand your audience before you begin to make a game plan. That’s going to be the driver for pretty much how you run your account. Learn your followers’ demographic information such as age, gender, occupation, and ethnic background. Facebook, Twitter, and Instagram all have analytic tools that can you help you break that down.


2. Know what to post

Once you’ve got a good grasp on how your audience thinks, it’s time to figure out content. What does your audience want to see? For example, if you’re trying to reach burger lovers, think about things that get their mouths watering. Maybe it’s the way yellow cheese melts on a patty or the aesthetics of green crispy lettuce. I would recommend also checking out other accounts to get inspiration on what to post. You can also use a social media content creation service like The Social Media Pantry to help you get the right message out.



3. Know when to post

After you’ve got an idea on what your followers want to see, figure out when to post. Learn which days and which time of the day can get you the most engagement. Knowing how often to post is a must as well. You definitely don’t want to post to point of annoying your followers, but you also want don’t want to post too little.


4. Find the best platform

Finally, understand what platform works best for you. I’m not saying you can’t use every social media platform, but it’s safe to say certain ones work better for some companies than others. Facebook might be your strength if the majority of your audience is between 24 and 35, but if you’re appealing to a younger crowd, Instagram may be the way to go. Compare and contrast numbers of different platforms to see which ones to get your name out there better – and focus on that platform.

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