With over 140 million users, Twitter is a social platform that connects users with the latest trending stories, ideas, and news they choose to follow. Twitter is best for posting short messages (referred to as “tweets”) that are sent to a timeline or those searching the hashtags in the post (#foodie).
According to research by Hootsuite, a social media management platform, 83% of people who tweeted at a business and got a response came away feeling better about that business. Like any social platform, Twitter needs to be updated consistently, as it acts as an extension of your customer service, connects your brand with customers as well as local businesses, and keeps your establishment top-of-mind.
MAKE TWEETS CONVERSATIONAL
Twitter encourages casual, direct conversation between customers and businesses. Engage your customers by tweeting out questions directly to your audience. For example, post an image of a new menu item or a video of your chef plating a dish with a message that gives more background on the ingredients and/or flavor. Include a call-to-action question asking your audience to “Retweet if you want to try this new item!”
During high-traffic times such as the holidays or special events, make sure you tweet the details to notify your audience and build excitement. Follow trending hashtags relating to the event and send out content as a response. For example, as it gets closer to October 31st, utilize hashtags such as #Halloween, #Pumpkin, and #TrickorTreat. When there are no special events, research trending topics and hashtags that can help generate more engagement.
SET MEASURABLE GOALS
Building an engaged following, improving your brand’s reputation, and responding quickly to customer complaints are a few goals you can set to track your Twitter strategy. When these goals are met, set larger milestones such as adding at least 100 new contacts and maintaining a response time that’s less than 10 minutes. Having measurable goals, setting objectives, and keeping track of your Twitter activity helps you see if your efforts are working and allows you to adjust accordingly.
CREATE A TWEETING SCHEDULE
Once your goals are set, map out the content you want to send and when you plan on tweeting. Space out your tweets to improve visibility and ensure as many people as possible see your content. Take note of the times your followers are active on Twitter and schedule your tweets during those times. If you or your staff are too busy to send out regular tweets on your own, there are social media management platforms such as Hootsuite or Sprout Social that allow you to pre-load posts that will launch your tweets at a designated time.
According to Twitter’s figures, Tweets with videos are six times more likely to be retweeted than tweets with photos. Also, tweets with videos are three times more likely to be retweeted than tweets with GIFs. Create simple videos of your restaurant’s atmosphere or go behind the scenes in the kitchen to give followers a chance to see what’s going on with your business in real time. Twitter’s recording feature and apps such as Periscope (owned by Twitter) allow you to easily stream or post up to 140 seconds of recorded video to your Twitter stream. Posting videos to Twitter is a great way to capture your followers’ attention and keep them engaged with your brand.