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The XXI century is already more than started and it would not be the same to understand it without the so much reviled as well as acclaimed social networks that are revolutionizing the world of communication, and the hospitality sector does not remain on the sidelines.
Its use by bars and restaurants It varies a lot but we could summarize it in three key factors to understand the data that the recent study throws up, la Promotion, Participation and Loyalty.
The survey was carried out during the months of October and November to several hundred establishments in the mouth of their representatives, collecting a sample of 300 responses from those surveyed.
Among the data that have stood out from the recent analysis of FACYRE and The Fork Regarding the use of social networks in catering, we find that 90% of the restaurants that have contributed information to it are present in one of the social networks in the online market.
We all know the most prominent or important by audience or by number of global users, being Facebook, Twitter y Google + the most used networks in our country, without forgetting Instagram with exponential growth in recent months.
- Facebook, The network created by Mark Zuckerberg in 2004 is the one most used by hospitality establishments for 92% of those surveyed.
- 90% of the restaurants surveyed are present on the social networks of Facebook, Twitter y Google +, considering them also the most interesting to carry out promotional actions.
- The benefits that the hoteliers of the RRSS perceive are the possibility of promoting their restaurant, increasing reservations or interacting with their customers.
- 70% of those in the basket claim to have increased their reserves by 10% since they have active social profiles.
- The general frequency of use by hoteliers is at least once a day sharing or publishing content such as photos, news about their establishment or their menus and offers.
The frequency of publication and the variety of content that each establishment seems to be from now on the workhorse for restaurants, since being on the Internet is not enough, and only 20% of respondents say they publish in two to four times a day in any of the social networks in which it is present.
The way of carrying out the publications is also one of the fronts that the sector should professionalize, since the content is not uploading and that’s it, the way of communicating, the target audience, the time, etc … are very important missions that If they are not done with true exercise of professionalism, the scope of the work will not be rewarded its fruits, and for these we see how another data is really enlightening by showing only that 40% of the respondents who have active social profiles develop an online strategy , clear and constant.
To conquer all audiences through the network
The result of this work of dedication online, either as promotion or loyalty, has been the rise of reservation platforms such as that of Fork, that was recently acquired by the internet portal of Trip advisor, and acts as the undisputed leader of this activity within the online channel.
Recently also in the Mountain View giant, it acquired an online reservation portal to integrate it into one of its most successful platforms and with a clear vocation for #UserExperience as is Google maps.
Now it remains to be seen how restaurants are able to focus their online and face-to-face strategies on a true bag of ideas and Omnichannel actions so that the perception of users is also global and we are the restaurant customers, the ones who decide how, when and where to book, go or simply know the daily activity of “the food houses ”.