Whether you use one social network or several, you've asked yourself that dreaded question:

WHAT THE HECK DO I POST TODAy?

So we scoured the Facebook, Instagram and Twitter accounts of restaurants large and small, collecting real-world examplesinto this handy reference guide. You can use it to plan out your posting strategy or to find a quick new idea any time you're stuck.

We've arranged our content examples by topic so they're easy to reference. And remember to have fun!

THERE’S MORE TO EXPLORE

Ask your Sysco Marketing Associate for more information on building and

improving your digital identity.

CALENDARMake a calendar of things you want to post and topics to post about,even if it’s only a week in advance. This eliminates the daily stress ofbrainstorming, and allows you to hand the calendar off to a designatedsocial media manager or other trustworthy employee.

PHOTOSYou’ll need lots of great photos. Upgrade your smartphone as soon as you can (the camera quality improves with each hardware iteration.)Recruit your staff as smartphone photographers to get the best variety of shots, but be selective about what actually gets posted.

Find a place with indirect natural lighting for consistently great photos.

Try enhanced camera apps like VSCO Cam or Camera+ that offer morecontrol when taking photos. Follow up with retouch/editing apps likeTouchRetouch or SnapSeed. For creative collages, the Instacollage andFramatic apps make great looking posts on the fly.

PicMonkey.com has a great suite of easy-to-use photo editing tools,many of which are free.

GRAPHICSCanva.com is an amazing free tool for creating all kinds of graphics, from printable posters, flyers and menus to Facebook headers and Instagram posts. It’s VERY, VERY easy to use. You can upload your ownimages for free or purchase stock photos for $1 each. Their new ‘Canvafor Work’ is a subscription service that keeps your marketing consistentfor your entire team using your brand colors, logo, and other approvedgraphics that can be accessed and edited 24/7 from any internet-connected computer.

VIDEOIf photos have been critical to your digital identity up to this point,videos are the future. Your phone and your staff’s phones probablyrecord HD video already. It’s time to start using them to promote yourrestaurant! Snapchat’s popularity is making vertical video the new standard for social media posts. Don’t forget the gif-making apps like GifGrabber for posting animated images to Twitter and Facebook.

FUN Even if you run an upscale or white tablecloth restaurant, customers still want to have fun when they dine with you, so as long as you’rebeing true to your brand, your social media posts should have an element of fun, as well.

CUSTOMIZING YOUR HOUSE BLENDMany articles online will suggest exactly what you should post, what time of day is best to post it, and more. But in reality, social media best practices are different for each business. Your customer mix may be dramatically different than anotherneighboring restaurant, and your digital identity should reflect your unique personality and speak to your specific audience.

The only foolproof way to know is through trial and error, a slow but effective way of determining what your customers aremost interested in, and what time of day they’re most responsive to your posts. Of course, we can learn a lot by observingthe social media pages of the dominant restaurant chains, but the better you know your audience, the more success you’llhave reaching them and connecting with them through these networks.

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The biggest mistake many restaurants make with social media is just posting their daily specials, and nothing else. No conversation, no interaction, no appetizing food images – just boring, predictable, advertising-y posts. Your customers will quickly tune that out, and maybe even unlike or unfollow you. But food is a huge part of your identity, and that’s especiallytrue online. The art is in making your food into a compelling, buzzworthy message for your customers.

1. EXPERIMENTATION IN THE KITCHENShow us your creativity in the kitchen with some behind-the-scenes excitement like we see on Food Network.

2. HOW-TO/ INSTRUCTIONALSimple, hands-on educational posts or videos, like on YouTube.

3. RECIPESShare your famous wing sauce or salad dressing recipe.

4. FOOD PHOTOSTake them every day! Upgrade your smartphone and find thebest lighting in your restaurant (near a window.)

5. FOOD VIDEOSThe future of restaurant marketing!

6. HIGHLIGHT A FEATURED INGREDIENT Shine a spotlight on a seasonal or trendy flavor.

7. MENU GRAPHICSCreatively communicate your menu listings - not just text.

8. YOUR RESTAURANT’S FOOD TRIVIA“We serve more than two tons of french fries each year!”

9. New ITEMSShow us the latest and greatest you have to offer.

10. SIGNATURE ITEMSMake sure prospective customers know about the unique dishes at the heart of your brand.

11. BEVERAGESWhat’s new on tap? What’s local? What do you make in-house?

12. FOOD & FLAVOR TRENDSLocal / Sustainable / Organic / etc.

13. RETIRING ITEMSYou hated it, so it’s going away! Last call!

14. DESSERTSAn easy way to increase check totals, differentiate your business, and send your customers away with a positivefinal impression of their dining experience with you.

15. VENDOR RELATIONSShow off your local connections – tastings at area breweries,visits to local Farmer’s Markets, menu consultations at Syscowith our Executive Chef and culinary team.

16. FOODIE LINKS• Food Blogs (Local / Regional / National)• FoodBeast• “Look what we found on Pinterest”

17. OTHER FOOD-RELATED POSTSStart by browsing Food Network links: recipes, celebritychefs, TV show sites. You’ll find cool stuff to share!

18. PROMOTE CARRY OUTEspecially if you offer online or mobile ordering and well-branded carry out packaging.

19. CATERINGJust a few excellent photos can say more about yourrestaurant’s catering capabilities than paragraphs of prose.

NO RERUNSDon’t repost the exact same photoover and over. That gets old quickly. It only takes a minute to take a photoand give your customers somethingnew and interesting to look at!

PHOTOS > TEXTKeep text-only posts brief. Post with photos whenever possible. For betterbranding and engagement, include a photo and brief text that includes a ‘call to action’ – a specific direction for your customers to follow now.

EYES ON THE BIG GUYSStill stumped for what to post?Check out the chain restaurant socialmedia sites to see their sparing use of traditional advertising messagingand a bumper crop of creativity.

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10 SIGNATURE ITEMS They differentiate your restaurantfrom the competition in the minds of your customers. 12 FOOD TRENDS Your customers are more food-literate

then ever before. Show them you’re up to date.

18 CARRY OUT Even your regulars might not realizeyour to-go capabilities. Show them off!2 INSTRUCTIONAL Entertaining while educating –

what a great combination!

4 FOOD PHOTOS The bread and butter of any restaurant’s social media posting. Start shooting!

12 FOOD TRENDS Local, organic, gluten-free, natural... does your menu reflect any of these current trends?

19 CATERING A few great photos allow your customers toenvision what a meal, catered by you, might look like.

14/18 DESSERTS & CARRY OUT If you promotedesserts to go, pack them to travel well.

13 RETIRING ITEMS Give LTOs or low-sellers one lasthurrah and you might spur impulse visits!6

19 CATERING Catering customers are looking for reliable,stress-free options. Show them you’re the best choice!

4 FOOD PHOTOS Over 65 million Instagram posts use thehashtag #foodporn. People love great food photos!

14 DESSERTS Most restaurants don’t do dessert trays anymore, so show off your sweet side on social media!

9 NEW ITEMS Regulars as well as prospective customersare interested in knowing what’s new on your menu.

9 NEW ITEMS There’s a fun urgency in knowing today is the FIRST DAY a new item has ever been offered.

2 HOW-TO You don’t have to post a step-by-step recipe.Sometimes it’s just fun to see behind the scenes. 7

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16 FOODIE LINKS For some great ideas, Google Saveur magazine’s Best Food Blogs of 2015.

FEATURED INGREDIENT If you’ve got it, flaunt it.Especially if it’s interesting and delicious!

9 NEW ITEMS Appetizing concept. Appetizing photo.Appetizing description... SOLD!5 FOOD VIDEOS Most smartphones shoot HD video

now, so no excuses for not posting some fun clips!

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15 VENDOR RELATIONS After a decade of watchingFood Network, we love to see behind the scenes!

BEVERAGES An easy way to increase check averagesand enhance the overall dining experience.

7 MENU GRAPHICS Most networks won’t let you postPDF files, so get creative with presenting your menu.4 FOOD PHOTOS Only post great photos. If they’re

dark or blurry, retake them until they’re appetizing.

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They’re the heart of your customer service and one of the key differentiators between you and the competition. Train them well,be proud of them, and show that pride on social media!

20. INTRODUCTIONHello, my name is...

21. ACKNOWLEDGEMENT / RECOGNITIONWho’s great? Who’s the unsung hero?

22. TRAININGFood tastings, deep cleaning day, training classes...Your customers will appreciate that you havea training program for your staff.

23. CELEBRATING WITH STAFFStaff holiday parties, birthday parties, new tattoo, graduation – any excuse to celebrate!

24. STAFF SPORTSKickball, billiards, softball, cornhole, or whatever they do!

25. INTERVIEWIf you have some big personalities, let them shine.

26. SHARE/RETWEET POSITIVE FEEDBACKIf your customers have singled out your staff for kudos, let the world know.

27. NATIONAL WAITSTAFF DAY/SERVER DAY(MAY 21)

NATIONAL EMPLOYEE APPRECIATION DAY (First Friday in March)Remind your customers and make it a celebration for everyone!

28. looking good!Take pride in the simple things, like your uniforms,especially if they change seasonally or you offer similarshirts for sale to customers.

29. WITH THEIR PETSPeople love your restaurant. And animals. It’s destiny.

30. FIELD TRIPS & OUTINGSPaintball, mini-golf or visiting the local microbrewery for a private tasting – if you do activities as a group, share that fun, familial side of your restaurant.

31. GUEST CHEFS AND/OR BARTENDERSKeep your regulars engaged – mix it up!

10 21 RECOGNITION From exec. chefs to busboys... every-one likes their contribution to be acknowledged.

27 SERVER DAY Retro photos are a cool way to showyour staying power, and only slightly embarrassing.

27 SERVER DAY Most people don’t know this holiday.Promote it early so your customers can participate!

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25 INTERVIEW If it fits with your brand, shine the spotlight on the characters that make up your place.

STAFF SPORTS Demonstrate your team spirit in a new light.

28 LOOKING GOOD! New logo! New uniforms!New hats! Whatever you’ve got, show it off! 26 RETWEETING FEEDBACK You already know they’re

the greatest, but now the world will know, too!

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32. SHOUT-OUTS & THANK YOUSBe appreciative of your everyday customers. Where would you be without them?

33. THE PROBLEMS YOUR RESTAURANT SOLVESHighlight the awesome ways your restaurant makes life easier/better for your customers and the community.

34. CUSTOMER EVENTSCatered parties, customer appreciation events, etc.

35. SPECIAL CUSTOMERSLocal celebrities, noteworthy groups and guests (always check with them before posting their photos online.)

36. REVIEW QUOTATIONSShare all the nice things they’ve said about you on comment cards, Yelp & TripAdvisor, and via e-mail.

37. KIDSMillennials care about your kid-friendliness, so promote what makes your place great family dining, including kid’smenu selection, coloring pages, and reviews (by kids.)

38. SHARE & RETWEET CUSTOMER POSTSIf they’re posting about you, (hopefully) you’re doing something right! Show these socially-savvy fans some online love by sharing their post with your entire network.

39. CONTEST WINNERSWhen your customers win at Trivia night, karaoke, photocontests or any other store promotions, that’s a great post!

14 39 CONTEST WINNERS Showing winners lets your customers know they might be next!37 KIDS They say the darndest things, and provide

endless photo opportunities.

38 SHARE CUSTOMER POSTS It shows you’re listening,it’s good etiquette, AND it’s good publicity!

35 SPECIAL CUSTOMERS Thank them for choosingyour place, and invite them to come back again soon!

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36 REVIEW QUOTATIONS It’s your feed, so you canchoose the very best lines to share.

SHOUT-OUTS When your regulars have specialnews that’s tied to your restaurant, share it!

34 CUSTOMER EVENTS When customers trust you withtheir life’s biggest moments, that’s wonderful news!37 KIDS Be nice to them. They’re your future customers

(and your current customers, too!)

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40. INTERIOR / EXTERIORThis can be interesting, especially if you have a unique decor.

41. CONSTRUCTION / RENOVATIONBefore and after photos of restaurant build / remodel.

42. HISTORY OF THE BUSINESSIf you have a cool story or history, share it, and don’t forget to celebrate the restaurant’s birthday or anniversary.

43. TIMELY INFOOpening Soon! Now Open!Updated seasonal/holiday hoursClosings for private partiesDiscount days for certain groups

44. NEW TECHNOLOGYMany people turn to social media to find out what’s new,so share any upgrade news!

45. SPECIAL EVENTSFundraisers, guest bartenders, parties, engagements, Paint Nite, Trivia Night, Ladies Night, Karaoke, etc.

46. CATERING CAPABILITIESShow off your skills and your style.

47. BUSINESS MISSION / VISIONHelp your customers understand your core values.

48. PRESS COVERAGELink to articles on local publications’ websites.

49. AWARDSDon’t be shy – if you’ve earned them, let the world know!

50. COOKING CLASSESThis is a great way to build deeper relationships with yourcustomers. If you offer classes, promote them everywhere!

16 45 SPECIAL EVENTS Sharing them with your fans andfollowers creates a broader sense of community.44 NEW TECH It doesn’t have to be flashy in order

to be interesting, but it doesn’t hurt, either!

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43 TIMELY INFO Restaurants opening soon can use social media to build excitement and anticipation.

HISTORY Noting friends’ birthdays and anniversariesis a staple on Facebook, so join the fun!

41 RENOVATION When you’re working to improve yourbusiness, customers take notice!49 AWARDS Winning awards is great, but letting the

world know via social media is smart.

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41 CONSTRUCTION Sometimes the ‘Before’ photos areeven more intriguing than the ‘After’ photos!

46 CATERING Not every restaurant offers catering, so ifyours does, use great photos to spread the word.

49 AWARDS When acknowledged by your peers, behumble and gracious, but don’t forget to POST!48 PRESS It’s not every day that your restaurant makes

the news. Capitalize on the publicity when you can!

44 NEW TECH Tablet technology for customers and forpoint of sale systems is a growing trend.

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48 PRESS Sharing content from local publications isfree publicity for them, as well as for your business.

TIMELY INFO Even before you open, take photoswhile you’re perfecting recipes. You’ll need them! 43

42 HISTORY Find fun ways to announce your key dates.Make them share-worthy to increase organic reach.

PRESS When you’re featured on the news, preparefor an influx of new customers. Be sure to wow them!48

43 TIMELY INFO See how many LIKES or FOLLOWERScan you amass before you even open your doors!

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51. SHOUT-OUTS TO OTHER LOCAL BUSINESSESIncluding competing restaurants. Be nice. We’re all in this together and you can never have too many friends.

52. SHOUT-OUTS TO LOCAL FOOD BLOGGERSRestaurant reviewers are customers, too.

53. CONGRATULATIONSSpread positivity! When local individuals or groups haveearned it, give them some love.

54. CHARITY AWARENESSLet your customers know if certain charities are close toyour heart. You’ll find others who want to help, too.

55. SPORT TEAM SPONSORSHIPLocal kids, schools and even adult leagues need encouragement (and sponsors!)

56. COMMUNITY SERVICEPromote awareness and lend a hand.

57. LOCAL HISTORYOccasionally, share a local history blog’s post for someadded culture and class.

58. LOCAL CURRENT EVENTSAnything fun going on? Weird animal sightings, themed marathons?

59. LOCAL TRADESHOWSDog shows, bridal shows, car shows, etc.

60. LOCAL FESTIVALS, FAIRS & FOODIE PARTIESKite festivals, food festivals, wine festivals, BBQ festivals, ‘Best of’ parties, beer festivals, fireman’s muster, concerts,state & county fairs and everything in between!

61. WEATHER EVENTSMeteor showers, storms, eclipse, full moon, heat, cold, etc.

62. PHOTOS OF LOCAL SCENES & LANDMARKSQuickly, before drones are outlawed!

20 60 FESTIVALS Even if the festival isn’t culinary, it’s stillgood business to promote community events.60 PARTIES Foodie parties and galas give you a

chance to impress many prospective customers.

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58 LOCAL CURRENT EVENTS You know your customers. What would they feel is newsworthy?

FOOD FESTIVALS Show off your skills and maybewin a few awards!

54 CHARITY AWARENESS Be involved. Increase awareness and let your customers know your values.60 LOCAL FESTIVALS Colorful, unusual traditions make

charming social media posts.

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63. SPECIAL OFFERSFeature your deals and promotions.

64. GIFT CARDSFor the person who has everything... or is just hungry.

65. MERCHANDISEA strong brand can support all kinds of merchandise sales.

66. ENTERTAINMENT CALENDAR

67. CALL TO ACTIONHere’s what to do right now. Do it!

68. PROMOTE CUSTOMER LOYALTY PROGRAMMany chains have moved their frequent diner programsinto the digital age, but even if yours is old-school, use it!

69. CROSS-PROMOTION OF YOUR OTHER SITESHype your Instagram account on Twitter. Promote yourwebsite in your Facebook feed. This helps your restaurant become more discoverable on search engines and lets your customers know they have options for how to interact withyour brand online.

70. POSTS TO DRIVE TRAFFIC RIGHT AWAYBouncebacks, giveaways, coupons, secret word discounts (offering a set % off.)

71. PROMOTE ONLINE ORDERING / DELIVERY

72. TODAY’S SPECIALSYes, you can post about your specials. Occasionally.

73. COLLECT ADDRESSES FOR E-MAIL MARKETINGIt’s a more reliable way to reach your audience.

WATCH OUTOnly about 20% of posts should be a traditional advertising messaging. The other 8 out of 10 posts should be informative,educational, interesting, interactive and fun!

24 63 SPECIAL OFFERS The word FREE is always a greatattention-grabber, too!63 SPECIAL OFFERS The fastest way to your customer’s

heart is those four little words: All You Can Eat.

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65 MERCHANDISE If your brand is strong, people willwant to take part of it home with them!

DRIVE TRAFFIC Bounce-back receipts are a greatway to increase frequency in your regular customers.

66 ENTERTAINMENT CALENDAR Give customers reasons to join you again soon!64 GIFT CARDS If you provide a consistently great

dining experience, gift cards should sell year-round!

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71 ONLINE ORDERING Do you offer curbside pickup or a dedicated carry out window?

71 ONLINE ORDERING If you have a website or appthat offers mobile/online ordering, promote it!

72 TODAY’S SPECIALS Yes, you’re allowed to post them.Just don’t post the same photo over and over.

68 CUSTOMER LOYALTY Do you have a Customer Relationship Management (CRM) strategy?

73 SIGN UP Start collecting e-mail addresses today.E-mail marketing is coming back in style!

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CALL TO ACTION Sometimes, just asking your customers to LIKE or SHARE or RETWEETcan achieve the desired effect, but making your post fun and share-worthy helps!

CUSTOMER LOYALTY Giving away a little something for free. Classic, compelling restaurant marketing!

74. NAME/CREATE THE NEW MENU ITEM

75. GUESS THE INGREDIENTSSee Croissants Bistro Facebook post below.

76. PHOTO CONTESTSIdentifying photos, taking photos, sharing photos –People love photos and there are lots of ways to engage your customers with photography!

77. SOCIAL MEDIA MILESTONESTeasers can generate likes and shares: If we get 100 LIKES on this post, we’ll... If this post is shared 20 times, we’ll...Also celebrate big numbers of FANS/FRIENDS/LIKES/FOLLOWERS.

78. TRIVIA CONTESTS/QUIZZES

79. COLORING CONTESTS

80. SCAVENGER HUNT

81. CONDITIONAL GIVEAWAYS

Social media games and contests are a great way to encourage interactivity and let your customers have fun with your brand.

Croissants Bistro in Myrtle Beach offers multiple fun contests for their customers. A weekly “Guess the Ingredients”Facebook post awards a free dinner entrée to the first person who correctly guesses the components of a dish.(above left)

They also photograph their French mascot character in different locations around town, and whoever guesses theexact location first gets a free box of macarons. (above right)

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76 PHOTO CONTESTS The chains run differentphoto-based contests all the time. Check them out!

SCAVENGER HUNT In the example above, the hunthas been redefined for the 21st Century.

78 TRIVIA CONTESTS Trivia night is huge in many barsand restaurants. Bring that energy online!81 CONDITIONAL GIVEAWAYS Free app if your team

scores the first touchdown! Free pizza if they win!

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CONDITIONAL GIVEAWAYS “What’s your favorite sandwich? Comment below for a chance to win a $50 gift card.” Of COURSE they’re going to comment!

QUIZZES They might take a little planning, but they’re a fun way to increase social media engagement and make your brand feelfun and light-hearted.

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79 COLORING CONTESTS Coloring isn’t just for kids anymore! Grown-up coloring books are selling out in bookstores and online. Find creative ways to tap into that fun trend, and fun rewards for contest winners!

SOCIAL MEDIA MILESTONES Prepare some special graphics to accompany your posts about reaching thebig round numbers! And don’t forget to THANK your fans and followers!

Ask for opinions on ANYTHING:

82. T-SHIRT DESIGN

83. LOGO DESIGN

84. MENU DESIGN & ITEMS

85. Seriously... Anything

86. TAGGINGDo this too much, and you’ll become unpopular quickly, but it’s okay to occasionally ask people to tag their friends in your posts. This increases the organic reach of your message, and gets your content in front of new eyes –potential new fans, friends or followers.

87. VOTINGLet your customers vote their opinion on what specials you should offer by using likes vs. shares on side-by-sidefood photos.

Encourage them to vote for your restaurant in regional‘Best of’ competitions.

One way to encourage social interaction online is by asking for customers’ thoughts and opinions directly. Knowing you careenough to ask, and that you’re listening to their input and feedback builds trust and stronger relationships with your audience.

32 84 MENU INPUT Social media is a smart, informal wayto collect feedback on menu selection or design.85 ASK ANYTHING It’s especially relevant to ask for

input on upcoming customer-focused activities!

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83 LOGO DESIGN Your customers may love your logo,or they may hate it! Find out!

TAGGING This clever post from Sonic asks you toTAG a friend, increasing post reach.

87 VOTING When your customer’s vote counts themost, ask for their help. They’ll be there for you!87 VOTING Official poll, informal vote, or even Survey-

Monkey – just remember to share the results.

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88. RANDOM LIFE COMMENTARYOur server just hit 12,000 steps on her FitBit, and it’s noteven 4 PM!

89. RECOMMENDATIONS FOR MOVIE NIGHTCan we stream Sharknado yet?

90. VACATIONEveryone loves thinking and dreaming about their vacations, even if they’re just staycations.

91. MONDAY / HUMP DAY / FRIDAYThese are universal touch points for many customers.

92. Shared Social Humor / Trending Memes Tap into popular trends or movements. Act fast, some onlylast a day or two.

93. ARTICLES OF INTERESTOn Facebook, especially, people share links and listiclesfrom sites like mashable, buzzfeed and lifehacker.

94. SPORTSApparently, some people are passionate about this subject.

95. HOLIDAYS / SEASONAL EVENTSAcknowledge the big, national holidays and seasonalevents, but also some of the fun, random days nobody has ever heard of!

96. NEWS OF THE DAYSome people get all their news from social media.

97. SCENIC PHOTOSOooo! Aaaah!

You can post about everyday experiences, too. Those are the sort of real-world things people want to see from their friends’ postson social media. It helps humanize your business and establish a friendly rapport, demonstrating that you’re not a big, facelesscompany - you’re real people with real lives running a restaurant they love. By its nature, this category could be exceedingly random, with content only limited by your creativity.

34 97 PHOTOS Great photos make great posts, and ifthey’re of your restaurant or food, that’s perfect!92 SHARED HUMOR / MEMES Everyone needs to LOL.

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92 MEMES Individuals and businesses riffed on themovie poster for the recent Straight Outta Compton.

HOLIDAYS They don’t need to be legitimate, call-your-mom holidays. Any excuse will do!

96 NEWS OF THE DAY If you notice a trending issuethat complements your mission/vision, newsjack it!94 SPORTS Live-tweeting, fantasy leagues, group

viewing, commentary – sports fans love it all.

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95HOLIDAYS Check www.daysoftheyear.com for an exhaustive list of all the wackiest holidays thatyou and your customers could ever care to celebrate!

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88 RANDOM COMMENTARY You can ponder the meaning of life, or let your customers do the existential musing for you!

95 SEASONAL EVENTS The school year provides many shared life experiences for both young people and their parents.Social media is the perfect place to connect and commiserate – or celebrate!

98. Arresting ViSUALSThat’s one way to grab their attention

99. ANIMALSCute or otherwise, they’re the Old Reliable of the internet.

100. TRIVIA / INTERESTING FACTSWater chestnuts are not nuts? And neither are cashews?!Mind = blown!

101. DAYDREAMINGShare anything that’s on your mind!

102. HUMOR Although not appropriate for every brand, if you can make someone smile, even if it’s only a little smile, you’veimproved their day and made the world a better place.

This document isn’t an exhaustive list! There’s plenty of room for your own ideas. As long as you’re staying true to your restaurant’s brand and personality, and not offending anyone, get creative and have fun with your social media posts!

38 98 ARRESTING VISUALS Don’t post something just tobe sensational. Make sure it supports your brand.98 ARRESTING VISUALS This may be beyond your

Photoshop skill level.

101 DAYDREAMING Everyone likes a little escape fromthe daily grind.

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100 TRIVIA I’ll take Potpourri for $700, Alex! ANIMALS If they’re not camera shy, you can feature your feathered or furry friends.

102 HUMOR Being funny is harder than it sounds, andcan take many forms. 100 TRIVIA It doesn’t even have to be food related!

People love interesting facts!

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102 HUMOR There are endless variations on the stick figure family theme. Do they actually sell these decals?

102 HUMOR If you’re going to have fun with your customer’s posts, make sure it’s an extension of your brand identity. And make sure theperson writing the comments is mature, responsible, and understands what’s at stake - your digital identity is serious business.

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99 ANIMALS Nom nom nom!

102 HUMOR Eclectic. Unexpected. Strange. A little meta. Perfect for your Millennial audience.

FACEBOOKFOUNDED: 2004USERS: 1.4 Billion

Over 71% of online adults in the U.S. are on Facebook, and its massive international audience generates 4.5 billion LIKES each day. Direct uploads of user videos to Facebook now exceed linksout to YouTube, making Facebook the platform of choice for social video sharing. Advertising onFacebook allows an unprecedented amount of control as to who sees your ads or sponsored postsand when.

INSTAGRAMFOUNDED: 2010USERS: 300 MILLION

Purchased by Facebook in 2012, this photo sharing network is hugely popular with Millennials.68% of Instagram users are female. The user base is split 50/50 between iPhone and Android owners. Unlike Facebook, where users often share trending articles and memes of the day, Instagram is more about users sharing their personal view of the world via photos they’ve taken.It’s common to use many hashtags for a single post to make content more discoverable.

TWITTERFOUNDED: 2006USERS: 316 MILLION

Twitter’s growth in the U.S. has slowed dramatically, but its user base is fanatically supportive. Although posts are still limited to 140 characters of text, you can now attach photos and videos.Twitter owns the Vine video network (6-second video loops) and is popular with a host of celebrities. Restaurants looking to launch a new Twitter account should be aware that core Twitter users expect LOTS of posts, not the once-a-week you might get away with on Facebook.

SNAPCHATFOUNDED: 2011USERS: 200 MILLION

The messaging app that lets you take photos or videos, add text or drawings, and send these‘snaps’ to your friends. The catch: you set a time limit (from one to 10 seconds) for how long yourfriends get to see the message. After that, the snaps disappear, and no one can see them any more.Though Snapchat refused buyout bids from Facebook ($3 Billion) and Google ($4 Billion), they’restill figuring out how to monetize the network (they’re experimenting with in app purchases now)and there isn’t a great ad platform for small businesses yet.

PINTERESTFOUNDED: 2010USERS: 72.8 MILLION

Pinterest is a visual discovery tool for pretty much everything. Need an idea for remodeling yourkitchen? Check Pinterest. Themed children’s birthday decorations? Pinterest. New party recipes for the family reunion? You get the idea: visual inspiration and research made easy. But because so much restaurant marketing is visually driven, it’s a great platform to showcase all your most appetizing photos and what makes your restaurant stand out! Oh, and 85% of the users are female.

WHATSAPPFOUNDED: 2009USERS: 800 MILLION

Whatsapp is an instant messaging app for smartphones purchased by Facebook for $19 Billion. It is currently the most popular messaging app in the world with over 30 billion messages beingsent every day.

YELPFOUNDED: 2004MONTHLY VISITORS:135+ MILLION

The home of over 71 million crowd-sourced reviews of local businesses. Even if you have mixedfeelings about Yelp, you should claim your restaurant’s page there and be aware of what’s beingsaid about you. Like it or not, review sites are a key piece of your digital identity. It’s worth the extra effort to maximize the benefits you receive, while having a PR emergency plan for a worst-case scenario.

TRIPADVISORFOUNDED: 2000MONTHLY VISITORS:280 MILLION

Similar to Yelp, but with fewer class-action lawsuits alleging extortion.

PERISCOPEFOUNDED: 2015USERS: 10 MILLION

The newest kids on the block are the live-streaming apps: Meerkat, Periscope (owned by Twitter)and Facebook Live. These are early days of live video networks, but Periscope takes the early leadwith 10 million accounts. Facebook Live is only available for celebrity users at this stage. How canyou use it? How will it be monetized? Stay tuned. But consider this: as a restaurant, there is an exciting live show in your kitchen every single night.

TOP 5 GRAMMAR ERRORS TO AVOIDRead before you post! Poor grammar makes your business seem unprofessional . If you’re uncertain of your own grammarknowledge, find the grammar nerd on your staff and have them proofread your content before posting. You may have anEnglish major who would love to show off their eagle-eyed editing skills and help you avoid these common mistakes.

1. MISUSE OF APOSTROPHESAdding an apostrophe - s does not make a word plural. In most cases it makes a word possessive. (Denny’s, Papa John’s) Apostrophes also form contractions like don’t (do not), we’re (we are,) and she’s (she is.)

2. THEY’RE • THEIR • THEREThey’re is a contraction of they are: They’re going out for wings.Their is a possessive pronoun: I didn’t order those. The Buffalo wings are theirs. There refers to a place: Put the wings over there.My friends aren’t at the restaurant yet. They’re on the way there.

3. IT’S and ITSThis rule is confusing, so be extra careful! An apostrophe often indicates possession, but not here.It’s is a contraction of it is or it has. It’s in the fridge. It’s been ages since I looked in the fridge.Its (without the apostrophe) is the possessive form. The fridge has its own ice maker. Unfortunately, it’s broken.

4. YOUR and YOU’REYour is a possessive adjective. This is your salad. You’re is a contraction of you are. You’re going to love your salad.

5. TO • TOO • TWOTo can be a preposition before a noun or an infinitive before a verb. I’m going to the bar to drink.Two is a number. These grammar rules are so confusing, I may need two drinks.Too means also or additionally. Great idea! I’ll have two drinks, too.

DIVIDE & CONQUER

Some restaurants have found success in delegating their social media responsibilities to multiple staff members.

One person handles Facebook, another does Instagram, while another handles Twitter,etc. That should leave the manager some timeto review Yelp and TripAdvisor and deal withany potentially serious customer service issues.

If one of your staff excels at photography, consider giving them some extra time to take photos to be used across all your socialmedia channels.

QUICK POSTING TIPS:

Be true to your brand. Make sure your posts reflect the personality of your restaurant,speaking to your customer base in an authentic voice.

Be creative. People use social media to stay informed and entertained. Keep your content fun and your customers engaged.

Think of it as sharing, not advertising. You're having a two-way discussion. It's more like a telephone than a megaphone.

Don't post the same photo or message over and over. And post different content on each network you use. Your Instagram posts shouldn’t reuse your Twitter or Facebook posts.

It takes time to find your voice and build your audience. Keep working on it.