The simpler times of yesteryear included marketing plans that covered radio, television and public relations channels. Then came digital messaging. Now, chains also have to juggle into their budget (and time) a social media marketing strategy.

Whether social media investments are worth the effort seems to be a lingering question for a number of foodservice operators.

A survey just released by MustHaveMenus, a provider of restaurant menu templates, polled 1,300 restaurant owners and managers and found that nearly half do not use social media vehicles – including Facebook and Twitter – to attract customers. The results seem a bit surprising heading into 2011.

“Eating is a social occasion, and social media is a great way to turn a great meal into a tip for friends, family and foodies,” said Jim Williams, CEO of MustHaveMenus, in a story published by Technorati.

The survey also found that only 42 percent of restaurant operators invest in social media and 12 percent actually hire someone specifically to manage their social media presence.

This response is certainly different for larger chains such as Dunkin’ Donuts and Taco Bell, which have huge social media umbrellas. In some instances, Taco Bell has even bypassed traditional PR in favor of social media to announce new items, such as the Tortada.

Another example is McDonald’s hiring of its first director of social media, Rick Wion, in the spring. The company also tweets location-specific information such as regionally-based LTOs.

Local engagement

A greater immersion into social media by many quick-service chains is engaging customers more than ever. Fans have created their own Facebook pages for cult favorites such as Culvers, White Castle and In-N-Out Burger.

Even some menu staples have their own pages, such as Bojangles’ Seasoning, Long John Silver’s Hushpuppies and the McDonald’s McRib. 

For smaller chains, it may be more difficult to justify both the financial and time investments involved. The MustHaveMenus data found that 23 percent of owners/operators don’t believe they need social media to market to their customers, and 23 percent also don’t believe they have time to do so.

But the longer the hold-out, the further behind they’re bound to get. Another report just released from Digital Element, a provider of IP intelligence applications, found that, in one month, 58 percent of consumers ages 18-24 and 44 percent of consumers ages 25-34 used the Internet to find the location of a restaurant. Geography-based business locators are the latest advantages to emerge from social media use.

The report, “How Major Brands Can Serve Up Effective, Restaurant-level Customer Relationships Online,” takes the social media aspect a bit farther in suggesting ways for big brands to develop a hyper-local presence with their online strategies. It also suggests that major chains get involved in more specific, location-based online opportunities.

"What chain restaurants say online to customers is: 'Here's our brand, and if you'll tell me where you are, I'll tell you where to find us,'" said Rob Friedman, executive vice president, Digital Element. "But what savvy local competitors say online to customers is: 'We're as local as you, and here are all the reasons you should visit us.’ There is a tremendous disconnect between major restaurant brands and their local online communities.”

Brands can bridge the gap by implementing targeted search campaigns such as IP solutions from companies including Digital Elements; location-focused content aggregators such as food blogs; partnerships with geo-based phone applications; similar partnerships with social media outlets such as Facebook; demographic-focused campaigns based on region; and more.

These hyper-local efforts can help restaurants target their customers on a more personal level by customizing menu items and promotions and marketing events, catering and delivery services.