April 8, 2013
4 social media tricks to cook up delicious food and beverage PR
There was a time when a great review from the NY Times restaurant critic was the end-all, be-all for culinary PR in NYC. While a tasty review in the Times still matters, a review on a top NY foodie blog can be an outstanding PR agency win. But you have to be careful. Interactive and, often, anonymous blogs and foodie communities draw trolls like any other online forum. Plus, an online presence makes it easier for a diner who had a single bad experience to send out a scathing – and ultimately unfair – review.
As a top food and beverage PR agency in NYC, here are 5WPR’s can’t-miss tips we use to protect our client’s tasteful reputations.
#1 – Get out in front of negative reviews
You’ve probably seen those sad responses to negative reviews on culinary blogs. “We’re sorry you had a bad time. We strive to … yada, yada, yada. …” Instead of placating and being condescending, directly address the specific issue. Graciously invite the customer back and offer an incentive of some kind. Yes, some people are impossible to please. And, yes, some diners seem to thrive on negativity. But honest and conscientious responses will go a long way in the eyes of more reasonable diners.
#2 – Stay on top of social media
Social media is a potential gold mine for food and beverage PR. It allows brands to interact directly with customers. Offer time-sensitive deals or special coupons and contests for fans and followers. Turn slow times into a full house with these timely specials.
#3 – Use QR codes to encourage immediate feedback
Facebook and Foursquare offer great “locator” tools for users to tell all their friends where they are. To increase “likes,” “follows” and fun user-generated images on your own social media pages, use quick-link QR codes and other mobile apps to allow diners to offer immediate feedback.
#4 – Offer incentives for positive customer interaction
Weekly drawings for branded swag, discount coupons and other incentives can be used to increase activity on social media and review sites. The more a user posts, the more opportunity they have to win. And the more they post, the more other people interact with your brand. One simple “share this for a BOGO entrée” could earn you hundreds, if not thousands, of new fans.