QSRs & Social media: The good, the bad & the ugly! Part 2
In part 2 of this series Paola Tanner of Fuse Franchise partners gives us her expert opinion.
QSR Media: Is the use social media right for every QSR?
Paola: Good word of mouth is good for any business and most QSRs will be on social media regardless of their strategy. That is people will talk about them with their friends. The first step into positive social media is to have happy customers. Ultimately the answer depends on your strategy and what you want to get out of social media. Well managed, social media is very powerful for QSRs.
QSR Media: What are the benefits of using social media?
Paola: The benefits in my view are linked to the fact that you can interact with your customers more so than with other forms of marketing. QSRs can address customers complaints, communicate company news and send relevant information to keep your audience interested in your brand. The other benefit is the direct feedback you instantly get when someone has a good or bad experience at your restaurant.
QSR Media: What are some of the downsides?
Paola: I think social media is perceived as a free form of marketing and in fact it takes a lot of resources in time and money to really drive it. In a QSR chain, franchisees might participate in a way that is not aligned with the companies view of how social media should be used, this could damage the brand. If the QSR is part of a chain I would suggest all social media activities to be regulated by company policies to avoid misuse. Another downside is the risk of negativity spreading if not managed properly.
QSR Media: When shouldn't a QSR use social media?
Paola: QSRs shouldn't use social media to sell as people are there to connect with their friends. Instead there are clever ways to communicate new products and engage your audience into conversation about your brand so they spread the word.
QSR Media: Are there any social media sites that are better for QSR's than others?
Paola: Obviously there is a dominant platform, Facebook but it ultimately depends on the target audience of each QSR and where the majority of their customers are interacting.
