You’ve read our blog posts about social media. You know that it’s important to be posting on social media. You have photos. You have hashtags. You know how it all works and you know you need to be doing it.
But then, you freeze.
When it comes time to write and schedule some social media posts your restaurant, you freeze: you don’t know what to write. Is it clever? Is it creative? Does it say the right things to your loyal guests and potential guests?
We want to make being a successful restaurant as easy as possible for you. We have 3 tips for writing social media posts for your restaurants.
1. Keep It Simple
Simplicity is key. Captions on Facebook and Instagram don’t have to be complicated. Keep things simple and use language you want to see used in your restaurant. Here are a few examples.
- You have a new special in your restaurant for the coming month. You have a great picture of it that you want to share. Here’s a sample caption: “We have a mouthwatering pumpkin cheesecake on our dessert menu, just for the month of October. Creamy pumpkin and cream cheese, spicy graham cracker crust, topped with a smooth caramel drizzle. Only available for a short time!”
- You’re highlighting a stellar employee who is moving on to bigger and better things (college or a new city). “This week, we’re saying goodbye to Jane, one of our top servers for the past two years. Jane is a hard worker who always has a smile on her face and we know no matter where she lands, she’ll make the best of every situation. Join us in wishing her good luck on her journey!”
As with the first time, make sure you use language that is correct for your restaurant. We’ve all seen news stories about restaurants that decide to go all in on a customer that annoys them, leaves a bad review, or just generally rubs them the wrong way. Here’s the thing: you’re going to get bad reviews or annoying guests. It’s just a fact of life. How you respond to them is important. Stay authentic to your restaurant’s tone, but never create a situation where you become the butt of a joke in the media.
Here are some examples.
- You have guests fill out comment cards in your restaurant. You receive a comment on a server, that you know to be entirely untrue. You want to address this on social media. Here’s what to say: “If you’ve ever visited Name Restaurant, you know that we love getting comment cards. Today, we received a comment about a server that we felt was unfair and, most importantly, untrue. However, we know the feeling to be valid. This is a reminder to all our guests: if you have an issue in our restaurant, never hesitate to ask for a manager to talk it out and find a solution. We believe in problem solving and always making things right, for both our valued employees and loyal guests.”
- A server makes a major mistake in your restaurant. You choose not to fire the guest because, of course, mistakes happen. However, guests are asking why that server wasn’t fired on your Facebook page. Here’s what to post: “At Name Restaurant, we believe in finding the good in every person, every employee, and every guest. A server recently made a mistake at our restaurant that we know was disappointing to multiple guests. This server has been disciplined and will receive new training to help them avoid mistakes in the future; actually, all our servers will receive this training. We want to ensure our guests that we take them seriously, but we also believe in our employees and know that mistakes are almost never made with malice. We hope you can understand that we are giving a valued member of our restaurant family a second chance. If you have questions, please don’t hesitate to email us.”
3. Use Emojis
This is the most fun suggestion we have. Sometimes, it’s ok to just use a few emojis. Say your bartender made a new drink and took a beautiful photo of it on your restaurant’s patio; you want to make that drink your new special. Posting it on social media with your preferred hashtags and simply, “New special thanks to Rob the bartender,” followed by a drink emoji and sunglasses emoji is fun and simple—and gets the point across. Using emojis can be a way to start in the beginning and then expand to writing more detailed, branded descriptions.