burgundy improved: Boston Restaurants Discuss How They Use Social Media

I often write about how great certain restaurants, chefs and other industry professionals are at attracting ? and holding? my attention on social media. But behind the scenes, what exactly are those restaurants thinking about as they hit ?send? on those 140-characters?

Yesterday, I was invited for a lunch and discussion about social media with some of the best and the brightest minds in the Boston restaurant industry. Hosted by West Bridge, the lunch was assembled to foster an open discussion about how restaurants are using social media to propel their business, attract customers and make a name for themselves in the Boston hospitality scene.

The group included the following:

Over sandwiches, salads and fabulous butterscotch pudding, the nine of us had a candid conversation about how social media affects the restaurant and hospitality industries. Here are some of the key takeaways I gathered from our lunch discussion.

Is Instagram the New Facebook?

The recent changes in Facebook?s algorithm make it much harder for posts to get pulled into fans? Newsfeeds, and because of this, Hadley Douglas said Facebook, which was instrumental when Urban Grape first started, is now becoming ?useless? for her to gain visibility among fans.

Molly Hopper agreed, although she praised the visual aspect of Facebook, citing a photo that Eastern Standard posted on Facebook of Saturday?s snowfall, which gained 66 likes. When Instagram was brought up as an alternative, Hopper said, ?I don?t think if Instagram starts a conversation? in the same way that Facebook does.

For Douglas, however, Instagram is quickly replacing Facebook as a platform to share photos. On the urbangrape Instagram account, Douglas posts photos of new products, telling customers to call and reserve bottles before they sell out. There, she said, she has seen great success.

Converting Fans Into Customers

This transitions into the next point, the point that is discussed time and time again in conversations about businesses on social media: How do you turn fans into customers?

For Island Creek Oysters, Chris Sherman takes the Hubspot approach, funneling social media fans back into direct marketing channels. Through coupon codes, limited-time discounts and freebies, Sherman can push fans toward their website to input email addresses, and add them to the list of email marketing.

Both Douglas and 90+ Cellars? Jeannie Hannigan were quick to remind the table that freebies don?t work in their industry, due to Massachusetts laws preventing free alcohol giveaways.

?Basically, anything fun on social media, we can?t do,? joked Douglas.

For Eastern Standard, drawing customers in for their late-night menu came down to a practice in consistency. She makes it a point to post about their late night offerings every day, using the hashtag #latenitebos, while also ensuring that the content changes, as not to bore fickle social media followers.

Handling Bad Reviews

Naturally, the incident at Pigalle last week was at the forefront of everyone?s minds.

When asked how often they respond to customers via social media, there was a resounding ?every single time? from across the table.

Hannigan cited?Boloco?s CEO John Pepper, who preaches responding to every single mention, both good and bad, on social media.

When a comment is negative, most at the table said they take the conversation offline to remedy it, picking and choosing who to engage with and who to lose as customers. For example, with Yelp reviews, Douglas only responds to reviews with untrue information.

Sherman said he likes to keep the conversation online, leaving a trail so that other customers can see how Island Creek handles it, letting their brand personality shine through.

Personality is Key

On that point, TJ Connelly said it?s important to respond online as you would in person, such that, if you wouldn?t use foul language with a customer in your establishment, don?t use it online.

On that note, it?s more than OK to add personality into your posts. He cited Puritcan & Co.?s Chef Will Gilson, who often Instagrams candid photos of his staff, such as a recent one of them getting Iced.

Douglas agreed, and said she aims to talk about the Urban Grape 50 percent of the time and her family?s city life the other half of the time.

?You?re there telling a story,? said Connelly. ?You?re building a relationship with people.?

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