Issue of the Month: QSRs and Social Media: The good, the bad and the ugly! - Part 4
In part 4 of our series Matthew McNamara from RBS Morgans analyses the use of social media in the QSR sector.
QSR Media: Is the use social media right for every QSR?
Matthew: I believe the use of social media is right for most businesses as long as it is carefully monitored. The use of social media in a QSR promotes brand recognition to reach the masses. This allows a QSR to get its message out, such as its social contribution to the community or new product offering they may be advertising.
QSR Media: What are the benefits of using social media?
Matthew: Multiple reach of users. With facebook, twitter, linkedin or Instagram once a customer checks in, likes or follows a business the direct news feed is then put in front of their followers. If any of your client’s connections then likes this post, the feed is then directly fed into their connections news feed. The multiples can be endless.
QSR Media: What are some of the downsides?
Matthew: It is difficult to screen negative comments from customer’s bad experiences and Posts from disgruntled customers will be directed into all of the QSR's connections, whether true or not. This can be potentially very destructive to a businesses public perception.
QSR Media: When shouldn't a QSR use social media?
Matthew: It is best used to promote customer awareness, such as the QSR's community work, new products or any special customer offers.
QSR Media: Are there any social media sites that are better for QSR's than others?
Matthew: McDonalds looks to do it the best with restrictions of content on their Facebook page. There are over 23 million connections with a constant feed of product update and updates on their community work.
