Sample Social Media Strategy for Masala Library

1. Masala Library
Comprehensive Social Media
Strategy

2. Table of Contents
Facebook
Marketing
Instagram
Marketing
Twitter
Marketing
Other
Social
Sites

3. Facebook Marketing

4. 7FacebookTips

5. Change Cover Image
• Cover image: You have 851x351 pixels to market your
business, for free.
• Include delicious photos of your food, or people having a
good time while eating with friends.
• You could change your cover image whenever you have a
menu change, and market the new items or specials.

6. Use Facebook Tabs
 Facebook Tabs: Use tabs on your
Facebook Page to entice people to visit
your eatery.
 The first four tabs in particular are key –
these are the tabs that show up on your
front page (without clicking to open
them all).

7. Share Photos Of Food
 Photos of Food: The most shared posts on
Facebook are images. You’re in the business of
food, and food is a very visual thing.
 Be sure to include lots of images of your food in
your regular Facebook updates. You could even
create a lookbook of your current menu items.

8. Exclusive Offers and Deals
• Deals: Post exclusive offers on your
Facebook Page. Give deals to patrons
if they “like” your Page.
• Give group deals (using a third party
app, as per Facebook rules), to entice
your Fans to share your deal with
their friends - and get those friends to
become Fans of your Page too.
• A group deal can lead to immediate
foot traffic into your establishment
too!

9. Contests and Sweepstakes
– Use social sweepstakes and contests on your
Facebook Page.
– These social promotions add excitement, and
a great reason to get your customers coming
back to both your Facebook Page, and your
restaurant.

10. Geo-Target Ads
• Facebook ads lets you do all kinds of very
specific,niche targeting. For restaurants and
diners, this is ideal.
• You can target your ads to be seen only by
Facebookers in your particular geographic
location.
• You can also target your ads to be seen by
those with specific likes, and by those who
like certain pages.

11. Embed Videos
• Videos look awesome when embedded directly
into an Update, or in a tab.
• If you have videos about how your food is made,
or You have an interview with your chef/ food
suppliers/ happy customers - include them in an
update.

12. Instagram Marketing

13. • Instagram is a hugely popular photo sharing site.
• With its seamless integration with Facebook, it’s used
about 95% of the time when your patrons are posting
images to their Facebook friends.
• You can use Instagram in conjunction with your
Facebook tactics, or you can use the site on its own.
• Here are seven tips for using Instagram marketing, on
its own.

14. Trending Hash tags
• To increase awareness about
both your Instagram profile, and
your restaurant, include relevant
trending hash tags.
• For example, if it happens to be
#nationalcheesecakeday, and
your culinary delights include
cheesecake, post a scrumptious
photo of it.

15. Niche
• Get found more easily by your niche market by
using specific hash tags. For example, if you’re
a Indian restaurant in Dubai, use geographic
specific tags, like #IndianMealsDubai.
• Instagram is a mobile social site. Including a
specific location in your tags can get found by
foot traffic looking to eat, just outside your
door.

16. Campaign Specific
Hashtags
• When you’re running a particular marketing campaign
(such as a contest or group offer), create a tag just for that
promotion.
• This lets your followers - and anyone else - engage with
your campaign by using your hashtag in their posts, too.
• For example #MasalaLibrarySundayRecipe can be used to
popularize the recipes, campaign & brand name.

17. Photos of Menu
• Instagram is a site of photos. Use
this opportunity to post
delicious photos of your menu
items.

18. Engage With Menu Items
• Take photos of your menu
one step further - get your
customers to upload their
favourite items, to help
build your menu of images
on the site.
• This type of user generated
content not only gets your
customers involved with
you socially, it creates a
stronger bond and
customer loyalty.

19. Employee Appreciation
 Take a photo of your staff working with your
product or menu items. It could be a chef, a
waitress, or even a busboy. Post them to your
company Instagram feed, with a short
description.
 Use these types of photos to show that
you’re an establishment that values the
people that work for you.
 At the same time, you’ll likely create a cool
working environment for your staff! It also
shows that you’re a fun place, and likely with
great customer service.

20. Photo Contests
• If you want to gain a lot of user generated
content (UGC), set up a photo contest - on
Instagram. A photo contest can motivate your
customers to engage with you, your menu
items, and your restaurant.
• They can generate a lot of customer loyalty, as
someone who takes a photo and submits it in
your contest will care if they win or not. They
will likely think about that photo and your
menu item and your place for a least a little bit
of time. Smple Image
Sample Image

21. Include Images Of Your Food
• Although Twitter is a text based site,
updates with photos in them get
shared, can get you more followers on
Twitter , and can drive traffic into your
establishment.

22. Group offers
• Promoting your establishment through
coupons and discounts has long been a part of
successful marketing.

23. Time your Tweets
• Send out tweets close to breakfast, lunch
and dinner times.
• Unlike Facebook, your tweets will show up
in Followers’feeds immediately as you send
them.
• Invite your followers to join you for your
special deal for Twitter followers.
• And use hashtags for the meal times, like
#lunch or #dinner. It makes it even easier to
find you on a Twitter search. Remember:
think like your customer!

24. Use Promoted Tweet
• Choose your best tweets, and
pay to promote them to a
targeted audience.
• This is particularly effective
for your timed updates being
sent out around meal times.

25. Geo-Target Your Ads
• It is incredibly important to geo-target your ads
on Twitter. If your place of dining is located in
Seattle - make sure you check off the geo-
targeting location of Seattle when you are
paying for your promoted tweets.
• Getting your message to the right patrons in the
right location is particularly true for your mobile
users. You might just reach your customers as
they are walking by your door!

26. 5 Other Social Media
Sites
For Restaurants

27. • 1 Pinterest
•2 Blog
•3 YouTube
• 4 Yelp
• 5 FourSquare