Non-commercial foodservice slow to embrace social media

When used, however, photos are the key to social media engagement, operators say.

College operators are significantly more likely than other market segments to use social media to connect with their customers, according to The Big Picture data. Seventy-five percent use Facebook, and 38% say they employ Twitter. FSD spoke to marketing managers for dining services at two universities to find out about their social media strategies.

University of Missouri, Columbia

“You can really only focus on one social media strategy at a time,” says Michael Wuest, marketing manager for Campus Dining Services. “We decided to focus on increasing student engagement. Some people are focused on grabbing tons of followers or ‘likes,’ but we wanted to develop a good group of customers who would become ambassadors of our brand.”

According to Wuest, the most effective way to engage students is relatively simple: use photos. A daily hashtag promotion, launched this semester, incorporates photos whenever possible. A hashtag is a way to identify a topic on Twitter. For example, the department does a promotion called MyPlate Monday where students are asked via hashtag to submit photos of their plates, which are then posted in a Facebook album.

“People are visual and we get a lot more responses out of people if we share pictures than if we share a text-based update,” Wuest says. “We do Tuesday trivia questions, and they were originally just text-based messages. We added pictures to the posts, and the number of people who responded jumped.”

Michigan State University, East Lansing

Photos are also a big part of the social media strategy for Lindsey Bliss, digital communications manager. Her department uses Facebook, Twitter and Instagram to connect with customers. Recently, Bliss says she sent one of her social media interns to the university’s Halloween dinner to take photos and live-tweet the event. By the end of the night, the photos had already been posted on Facebook by students.

“Definitely make [your social media strategy] immediate, relevant and really interactive,” says Bliss. “I’ve noticed a real trend toward image-based sharing, so we try to use a lot of photos. Anything we post will have either a photo, a link to a YouTube video or a link back to our website, so it offers something besides just text.”

One important note, Bliss says, is to keep the same username for all your different social media platforms so followers can easily find you. On Facebook, Twitter and Instagram, MSU students know to look for the EatAtState name.

“Another cool thing we do with Twitter is we post daily specials that students can’t find out about anywhere else,” Bliss says. “We want to create a feeling of exclusivity to give customers a reason to follow us.” 

More From FoodService Director

Industry News & Opinion

Foodservice operators and other employers in New York City are adjusting to a new law that enforces paid time off for staff who have been the victims of certain crimes.

Called paid safe leave, the benefit is believed to be among the first of its kind in the nation. A more limited version has been in effect in Minneapolis since last summer.

The New York law applies to employees who have been the victims of actual or threatened domestic violence, unwanted sexual contact, stalking or human trafficking.

Workers can also opt for safe paid leave if a member of their...

Industry News & Opinion

A Massachusetts bill to end lunch shaming has been stalled in the House, reports South Coast Today.

The House chair of the Education Committee voted on Tuesday for further study of the bill, which would prevent schools from throwing away hot lunches and/or serving an alternative meal to students behind on lunch payments. Under the bill, schools would also be unable to bar students with unpaid balances from participating in extracurricular activities.

Additionally, the bill asks schools to take action in reducing families’ meal debt by helping families apply for free or...

Industry News & Opinion

The University of California, Santa Cruz is converting its Cowell Coffee Shop into a “multi-service basic needs cafe” to aid students facing food insecurity .

The new cafe is being created through a partnership with dining services, the school’s center for Agroecology and Sustainable Food Systems and UCSC’s Cowell College. Due to open at the start of the fall semester, the lower part of the cafe will continue to be a study space for students (with free coffee and tea) and will also host nutrition and financial wellness programming.

Upstairs, the kitchen will be used as a...

Managing Your Business
quitting job

What prompts foodservice managers to clean out their offices and head out with a last paycheck? A new survey suggests the triggers may be changing with the times.

The canvass of 2,000 restaurant professionals, conducted by placement firm Gecko Hospitality, shows lifestyle issues abounding among the top 10 reasons for parting with a restaurant employer last year.

Here are the gender-specific lists:

Top 10 reasons female managers leave

1. Better opportunity

2. Unemployed

3. Relocation

4. Not satisfied

5. No growth

6. Long...

FSD Resources

Code for Asynchronous jQuery Munchkin Tracking Code