Using Twitter to drive customer service
People love to talk about restaurants, whether it’s recommending somewhere for dinner or telling friends where to avoid. Due to the rise in popularity of social networking websites, like Facebook and Twitter, these conversations are now taking place online, and this has big implications for restaurant marketing.
Twitter enables people to share their thoughts and opinions with 100s or 1000s of friends and followers in seconds. It’s a very conversational social networking tool, and has been compared to a cocktail party in which people chat about all manner of topics throughout the day. The speed and reach of Twitter means that popular topics can spread amongst millions of users in hours.
So what does this have to do with your restaurant’s marketing? Well, Twitter’s huge reach means that if a customer has a bad experience at your restaurant and starts tweeting about it then their complaint could be heard by 1000s of people. Many people now tweet on their mobiles, which means they could be telling their followers about your restaurant before they’ve even finished their coffee. So, as you can imagine, Twitter presents a challenge and an opportunity for restaurant marketing.
The challenge is being able to respond to comments on Twitter before they spread and potentially harm your reputation. But in order to respond you first have to be able to listen to what people are saying. Luckily, there are some great free monitoring tools (such as Tweetbeep.com, Tweetdeck.com and HootSuite.com) which can notify you whenever your restaurant’s name is mentioned. You can then respond to what’s being said and find out what you can do to put it right.
The flip side of the coin is that Twitter also presents a great opportunity to enhance your restaurant’s marketing and reputation for great customer service. People love it when they feel their voice is being heard and are likely to be singing your praise after you’ve dealt with their complaint in a courteous and responsive manner.
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