In the previous article, we offered some tips for those just starting out with a restaurant's Facebook page. Today, we'll delve deeper into the topic, focusing on social media management for restaurants and bars. Specifically, we'll focus on posting images and sharing frequency.
Facebook: Which images should you post?
On Facebook, sharing photos has become commonplace. Over the years, the importance of images has grown significantly, leading to the creation of full-fledged social networks dedicated exclusively to this type of content, such as Pinterest and Instagram. This increased interest in visual content has a very specific explanation. Images have become increasingly relevant because they allow for quick and effective communication , capturing users' attention amidst the vastness of online content. Furthermore, they require less processing time than text.
Another unique aspect of images is their ability to go viral , as they are easily shareable. This characteristic highlights the importance of understanding how to manage a restaurant or bar's online presence: if users share the content on the restaurant's page, the chances of reaching new customers increase, as does the sense of belonging among the most loyal customers. However, it is crucial that the images and information published are of interest to the page's audience ; otherwise, the viral potential is significantly reduced. Images can play three main roles: providing information, giving users advice, and entertaining and amusing.
A concrete example is Viva Nachos , a restaurant specializing in takeout nachos. For Halloween, the owners decided to launch a promotion on Facebook. The communication strategy was based primarily on an image that explained the dynamics of the offering, aiming for simplicity but with a strong, direct impact.
Taverna Orsone stands out as an excellent example of how to manage a restaurant's social media presence. Through targeted posts offering tips and advice, it effectively demonstrates how to showcase its unique dishes and fine wines. This strategy is particularly useful for suggesting new food pairings and encouraging customers to opt for diverse and stimulating culinary choices.
The last example cited concerns the creative use of images to entertain and engage the public. With numerous selfies taken in the venue's original bathroom, oTTo created an album featuring customer photos, accompanied by the hashtag #SelfieoTTo.
A crucial element to consider is including your logo in the image. This allows you to immediately identify the source, even when the image is shared on platforms other than Facebook. An image with your logo and consistent graphics significantly contributes to making a strong impression and lasting recognition online.
Here are some examples of page owners producing visual content. But what should you do when the photo isn't yours? The issue is complex and depends on the nature of the image, which may or may not be intended for commercial purposes. Generally speaking, it's good practice to credit the image's creator by simply including their name in the post where it's used. There are several image banks that offer free photos that could be used for your content, and you can find some in this Wired article on free photography services ( link ). However, we always recommend choosing photos taken directly at your location: they make the information appear more authentic, faithful, and genuine.
Sometimes, managing social media accounts can lead to public crises. In such situations, it's crucial to be prepared to handle them professionally.
We present the case of Piovono Zucchine , a restaurant in Brindisi that sparked outrage among users for posting an image mocking the powerful earthquake in Central Italy. Although the graphic appeared to be used to promote a charitable cause, users misunderstood it. It's important to remember that communication isn't just about what we intend to say, but also what the recipients understand. Consequently, negative comments and reactions quickly flooded in, to which the page responded forcefully and with little apology. Unfortunately, the strategy backfired. Within a short time, Facebook users downgraded the restaurant's rating from five stars to just one, drastically undermining the reputation the establishment had built over the years.
Here are some tips on how to manage a restaurant on social media without making mistakes:
1. Avoid trying to go viral at all costs by using sensational or provocative images. The idea that "the important thing is to get people talking about it" can be damaging on social media, where the audience is extremely active and has the power to quickly damage a brand's reputation.
2. Learn to manage crises, acknowledging your mistakes and apologizing to offended users. Demonstrating professionalism and integrity in these situations is essential. Furthermore, engaging your customers can be a valuable asset: they will often be the first to defend your brand.
Timing: How much and when to publish?
Contrary to popular belief, posting too frequently doesn't guarantee greater visibility for your content. This so-called "information bombardment" can be counterproductive, as users may become irritated by the excessive amount of sharing and decide to unfollow your page. There's no hard and fast rule for posting frequency, but common sense suggests maintaining a consistent presence on Facebook. Generally, one or two posts a day is an ideal number to keep your page active without risking alienating followers.
A key element for optimizing content sharing is Facebook's Insights section. Here, you can access a wide range of data and statistics about your page, including the times when posts are likely to receive the most visibility. Through the Posts section of Insights, you can understand user habits and plan a more effective content publishing strategy. This tool allows you to identify the times of day when your followers are most active online, allowing you to share posts during peak hours, when traffic is highest.
To summarize, here's how to effectively manage a restaurant's social media presence. Images play a crucial role as they facilitate direct and immediate communication. However, it's essential that they are engaging and represent at least one of the following types:
1. Information content;
2. Content as advice;
3. Entertainment content.
To maintain consistent activity and a significant presence on Facebook, it's essential to post regularly, averaging one or two posts per day. However, it's important to avoid overdoing it, as too frequent a post could have negative effects.
If you'd like to learn more about strategies for managing a Facebook page for a business, we invite you to read our article on business page optimization. In the meantime, we'd love to hear what strategies you use on your Facebook channel.