Almost every hospitality venue has a social media account. Very few of them use it in a way that translates into actual bookings and revenue.
Know What You Want Social Media to Achieve
Different goals require different content and platforms. A venue with no clear objective tends to post generic food photography that looks fine but does not drive any specific action.
Show the People, Not Just the Plates
Content that shows your chef plating a dish or your team during a busy service tends to build more loyalty than another beautifully lit photo of food.
Respond to Every Comment and Message
Social media is a conversation, not a broadcast channel. Quick, genuine responses build the kind of relationship that turns a follower into a customer.
Use Stories and Short Video for Real-Time Content
Real-time content showing what is happening today consistently drives more engagement and feels more authentic than highly produced marketing.
Track What Actually Drives Bookings
Track which posts actually drive enquiries, bookings, or website visits, rather than focusing on likes and follower counts.
Be Consistent Rather Than Perfect
A venue that posts regularly, even imperfectly, will outperform one that posts rarely but only when content is flawless.
If you want help building a social media approach that actually contributes to your business goals, talk to Pestle and Mortar.
About the Author
Wayne Farmer is the founder and chief consultant at Pestle and Mortar, Australia’s hands-on hospitality consultancy. With experience running hotel kitchens, boutique dining venues, and a successful catering business, Wayne has spent his career helping Australian restaurant, cafe, and catering operators build more profitable, better-run businesses. Learn more about Wayne and how Pestle and Mortar works.