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The Five Reasons Social Media Won’t Work For Your Restaurant

Sep 16th, 2012
by Chris S. Cornell.
1 comment
Only after a restaurant has a grasp on the essentials, can it hope to effectively utilize social media.

Only after a restaurant has a grasp on the essentials, can it hope to effectively utilize social media.

Social media won’t save your restaurant from its woes.

Social media won’t drive customers through your doors, it won’t cause people to say good things about your food, and it won’t make your chef a household name.

I know this is not what you want to hear, but I’m going to tell it to you anyway.

There are five reasons why social media will not work for your restaurant:

  1. Your Food – Your restaurant is not consistently providing menu items that meet or exceed the expectations of your customers. Expectations differ for different categories of restaurant, but consistency is one of the most important ingredients for success in any business.
  2. Your Service – The service in your restaurant leaves your customers feeling like you don’t care. It’s a fact that customers will go where they are treated well. Even if the food you serve is excellent, customers will forsake you if they think you don’t care.
  3. Your Atmosphere – The atmosphere and cleanliness of your restaurant is unpredictable or predictably poor. Customers judge you and your food by the sensory cues that surround them. There are enough restaurants competing for every customer’s business that you may never get a second chance to make a good impression.
  4. Your Management – You don’t have a good grasp of the business administration of your restaurant. Inadequate record keeping, poor management of personnel, purchasing and inventory all prevent you from focusing on the things you dreamed about when you embarked on the dream of opening your own restaurant.
  5. Your Vision – You are spending all of your time working “in” your business, instead of “on” your business.
Social media won’t correct these five shortcomings, despite what you may have heard. In fact, it may simply speed up the rate that people find out about these shortcomings. If your restaurant is sub-par in any of these areas, it’s simply not reasonable to rely on social media to provide a quick fix.
But what about those restaurants that have cleared or are in the process of clearing those hurdles listed above? Is it then possible to utilize social media to multiply one’s efforts?
The answer for those few restaurants is a resounding “yes.” If you are consistently providing a dining experience that delights customers — and if you are working “on” your business, not just “in” it — you are one of the very few in position to truly capitalize on the features of social media.
Social media will allow you to:
  • Magnify the positive things people are saying about your restaurant.
  • Form a community of people who share a love for the dining experience you provide.
  • Become recognized as a leader in your field, both locally and on a larger geographic scale.
  • Monitor, and respond to, the things people are saying about you and your restaurant.
  • Not only be a part of, but actually influence the conversation that is taking place about your business.
Last month, we talked about several social media tools that can be used to a restaurant’s advantage, including:
  • Facebook
  • Twitter
  • Yelp and other review sites
  • Google+
  • YouTube
  • Pinterest
  • Blog
As you begin to consider how you might take advantage of the many social media options, you’ll soon see the advantages of having a well-managed business. These advantages include, but are not limited to:
  • A well-managed business naturally has a community of people saying positive things. Social media will likely help you identify some key community members who are willing to be evangelists for your business.
  • Social media will allow a well-managed business to find ways to tweak, and make subtle improvements, whereas a poorly running business attempting to use social media will spend much of its time deflecting major complaints.
  • If you’re spending a manageable amount of time working “in” your business, you’ll have time to create valuable content about your business, or effectively oversee the creation of that content by a qualified employee or outside consultant.
Chris S. Cornell

Chris S. Cornell

Chris S. Cornell is a public relations professional who believes that with a synergistic approach, businesses and organizations can use traditional and new media to build communities, grow audiences and increase revenues. An award-winning writer and photographer, Cornell uses quality content as the foundation for a successful marketing, social media and public relations plan. You can follow him on Twitter and converse with him on the Westchester Social Media Facebook page.

 

 

 

Why? Because it’s true, and because maybe, just maybe, it will cause you to re-evaluate the way you look at social media enough that you

Posted in: Westchester Food, Westchester Social Media.

7 Things a Restaurant Must Know About Social Media

Aug 28th, 2012
by Chris S. Cornell.
No comments yet

A little bit of knowledge is a dangerous thing. Well, I know just enough about cooking and fine dining to be extremely dangerous. At home, I’m allowed to use the grill, the toaster and not much more.

Ravioli

Sure it tastes delicious, and it’s beautiful to look at. But how are people going to find out the complete story of your restaurant?

Despite the reality that I’ll never be a culinary artist, I have developed a deep appreciation for well-prepared food and the service that is provided by top restaurants. I’ve met and gone into the kitchen with some of the Hudson Valley’s best chefs, and I’ve had the opportunity to watch them prepare many of their favorite dishes.

I’ve learned that the dining experience is dependent on many factors, including, of course, the quality of the ingredients and the skill of the chef in combining and preparing them. But other factors figure in as well, including the service provided by the wait staff, the ambiance of the dining room, curb appeal of the restaurant, the room temperature, lighting, noise, other patrons, and more.

Exactly what kind of experience people are going to have in your restaurant is dependent on all of those factors, and you had better be paying attention to each one if you want to be one of the rare success stories in this super-competitive business. But once you’re on the right track with all of those things, you also need to start telling people your story.

Yes, we all know of restaurants we loved that closed up because they weren’t surviving financially. It may not be fair, but to compete in this fast-moving world, you need to be able to tell your story online. Here are 7 things you should focus on first as you prepare to tell yours.

7 Things a Restaurant Must Know About Social Media:

  1. Mount Kisco's Bellizzi is one of many Westchester restaurants that finds value in social media. This is a series of photos that was shared to the Westchester Food Facebook page.

    Mount Kisco’s Bellizzi is one of many Westchester restaurants that finds value in social media. This is a series of photos that was shared to the Westchester Food Facebook page.

    Facebook – We’re long past the point where it makes sense for virtually every restaurant to set up and maintain a respectable presence with their business Facebook page. Even longtime social media skeptics are finding it hard to argue with the idea of signing up for a free platform  (boasting around 150 million American users) that directs traffic (potential customers) to their website, phones and establishment. You will see examples of many Westchester, NY restaurants using Facebook successfully on the Westchester Food Facebook page.

  2. Westchester restaurants on Twitter

    Here’s what some of Westchester’s restaurants were saying on Twitter while I was writing this column.

    Twitter – For the few minutes involved in setting up a basic Twitter account (also free), why wouldn’t you claim yours today? Your Twitter profile can tell people a little about your business and drive traffic to your website. Twitter is a great way to share stories about your business, get the word out about special events and offerings and to listen for what’s being said about your business and your competitors. Did you know that there are other individuals and organizations that frequently promote Westchester restaurants on Twitter? Check out Westchester Tourism, Westchester Magazine Wine and Food Weekend, Valley Table and WCFood for starters. Here’s a list of Westchester-area restaurants and other food-related businesses already on Twitter: @WCFood/WestchesterFood.

  3. Yelp and other review sites – Yelp is one of the first places people turn to find out what others are saying about your restaurant. It pays to be aware of what’s being said for a few reasons. First, you need to know if there is a legitimate problem that needs addressing. Second, if someone is saying things that are unfounded, you need to take steps to eliminate or mitigate the damage. Did you know you can “claim” your business location on Yelp (and many other review sites)? This allows you to respond to comments and get email notification when a review is posted. After claiming your page, be sure to review all information, including address, phone, business hours, type of cuisine served and all the other details to make sure there are no errors. As the business owner, you can now update that information and post photographs of your restaurant and the food you serve. And there are situations where Yelp will even remove an objectionable review (they will listen to your side of the story). Yelp is the most prominent restaurant review site, but you’ll probably want to get familiar with others like Angie’s List, Urbanspoon, Poynt, Insider Pages, Merchant Circle and CitySearch.
  4. Google+ – You’ve signed up for Facebook, so is it really necessary to get involved with the far less popular Google+? The answer is yes, especially for any business with a local presence. You’re probably aware of Google’s search engine dominance, and now Google+ has been integrated with Google’s local search. Your business will need a Google+ page to maximize its local search presence. After you’re all set on Google, you’ll want to claim your listing on the less popular, but still important Yahoo Local and Bing Local sites.
  5. YouTube – Restaurants are extremely well suited to take advantage of YouTube, and great news — creating quality videos is easier than it looks. Every item on your menu could be the subject of a video, and viewers get the opportunity to learn something as they watch your chef do his/her magic in the kitchen. Videos are also a great opportunity to talk about your philosophies on food or nutrition, show off your great dining room, or to highlight anything you think will create interest.
  6. Pinterest – There’s no excuse for a restaurant not to be taking lots of great photographs. You should be taking photos of your staff, customers (when they are okay  with it), menu items and the restaurant itself. Pinterest is a great place to categorize and share these photos (you can also post links to videos), and if you develop a knack for creating compelling images, they will get shared (pinned) over and over again. Obviously, you can also share your images on Facebook and Twitter, too, and they can be used as you set up your review site profiles as well.
  7. Blog for your website – I deliberately saved the most important one for last. Your website is the only piece of web real estate that is owned by you, and you should work to add value to that property. On the web, value is created with quality content, and a blog is the perfect place to create this value. I’ve been in enough restaurant kitchens throughout the Hudson Valley to know that every decent restaurant has a story to tell, but most of those stories are being left untold. Blog posts need not be elaborate, but they should contain something — words, images or audio/video — in which your target audience will find value. For a restaurant, this could be a short article about the upcoming Fall Menu, some tips on how to prepare an everyday item like rice or pasta, or a well-captioned photo of the chef doing his/her thing. Fresh, relevant content not only makes your site more attractive to those in your audience, it will help improve your performance in search.

Restaurant owners should also regularly evaluate their online presence with a couple of relatively simple steps.

  • Search your business on Google, Bing and Yahoo using a variety of relevant keywords to see what others see when they look for your business. Take screenshots and work toward improving the presence over time.
  • Monitor important keywords using Google Alerts, Social Mention and Twitter search (all free) to remain informed about what others are saying about your business online. If after trying those tools and wanting even more powerful monitoring capabilities, there are numerous paid services available.

Creating the perfect online presence for your restaurant is a daunting chore, but start small and connect with others in your community for guidance. For example, in Westchester, NY, I manage the Westchester Social Media Facebook page, where content created by some of the region’s smartest social media minds is frequently posted. Join the community and ask for help in the comments section — you’ll be amazed at how helpful the Westchester social media community can be!

Chris S. Cornell

Chris S. Cornell

Chris S. Cornell is a public relations professional who believes that with a synergistic approach, businesses and organizations can use traditional and new media to build communities, grow audiences and increase revenues. An award-winning writer and photographer, Cornell uses quality content as the foundation for a successful marketing, social media and public relations plan. You can follow him on Twitter and converse with him on the Westchester Social Media Facebook page.

 

 

Posted in: Westchester Food.

Alex Miranda Helps Westchester Community Build Website Audiences with WordPress and SEO

Aug 16th, 2012
by Chris S. Cornell.
1 comment
Alex Miranda presents "Blogging for SEO" at the WatercoolerHub in Tarrytown.

Alex Miranda presents “Blogging for SEO” at the WatercoolerHub in Tarrytown.

“The purpose of each sentence in a blog is to get the reader to read the next sentence.”

I’ve spent quite a bit of time analyzing that sentence over the past two days, and I find it quite profound. You see, with so many social media platforms and so many streams of information coming at us every day, it’s easy to forget our what our goals are. Sometimes they can be summed up in a single sentence, and we just need to remember to keep them within sight and to avoid losing our focus.

The above quote was just one of a dozen or more gems delivered by Alex Miranda, who was the presenter at the Westchester WordPress Meetup held Tuesday, August 14 at WatercoolerHub in Tarrytown. Miranda, who is the Editor-in-Chief of the social media press release distribution company PR Underground. He is also an SEO manager at Marknet Group Inc, a web design and online business strategy firm located in Brewster, NY.

Miranda told the full house of more than 30 that if they are not blogging on their website, they are missing out on massive amounts of traffic. He added that even if they ARE blogging, they need to blog for SEO (search engine optimization) in order to get the most out of their efforts. He gave dozens of useful tips designed to maximize the performance of a site in the search engines like Google and Bing, and he provided links to a handful of online resources. You can read more about Alex’s Blogging for SEO presentation on the Westchester WordPress Meetup website.

Westchester WordPress Meetup at WatercoolerHub

From left to right: Alex Miranda, the presenter at the August 14 Westchester WordPress Meetup held at WatercoolerHub in Tarrytown; Assistant Organizer Stephen Britton; Organizer Julio Andrade; Watercooler Hub Owner Jenifer Ross.

Beyond all the apps, websites, links and code, however, there is something else that drives traffic, and that is content that is valued by visitors to your site. Miranda understands that concept completely, and weaved examples of compelling content into his entire presentation. Miranda’s quote may oversimplify the challenges faced by those creating a blog, but the message is critical. Compelling headlines cause people to click on articles, and great opening paragraphs get readers to read further into the article.  Effective sites compel visitors to read more, and continue to post valuable content on a frequent and consistent basis.

Miranda practices what he preaches. His presentation kept the audience interested, even captivated from start to finish, and he’s sure to get them coming back for more — on his website, Twitter account or next presentation.

Chris S. Cornell is a leader in the Westchester social media, public relations and marketing community. He manages several online communities, including the Westchester Social Media Facebook page. He also consults, speaks and writes about social media, communications, public relations and marketing. You can follow Chris on Twitter at Cornell140.

 

 

 

 

 

 

 

 

 

Posted in: Westchester Social Media.

Westchester Social Media to Shift Focus Toward Non-Expert Social Media Users

Mar 26th, 2012
by Chris S. Cornell.
1 comment

Just because you’ve always done something a certain way, does not mean you need to continue doing it that way forever.  On my way in to work this morning, I was thinking about the Westchester Social Media community I’ve been managing for the past couple of years through this website and the Westchester Social Media Facebook page. Using the Dragon Dictation app on my iPhone (hands free, of course) I “wrote” this short blog to outline some subtle changes coming to the Westchester Social Media community.

Chris S. Cornell

Chris S. Cornell

This community was initially established as a way to bring together those on the front edge of the social media revolution. It was created when I was still looking for a way to transform my passion for social media into a full-time career. It functioned quite well as a place for social media “experts” from across Westchester, the Hudson Valley and beyond to share information, and network with others who were helping to bring social media to businesses and individuals in the area.

For a while now, I’ve noticed that engagement on the Westchester Social Media facebook page has been flat, and that conversations have tapered off. At the same time, traffic on the Westchester Social Media website has increased dramatically, and my own conversations about social media — via phone, email, Twitter, Facebook and face-to-face — are at an all-time high. Why is the Westchester Social Media community experiencing a plateau during such an exciting, high-growth time for social media?

It occurred to me as I drove across the Croton Reservoir in southern Yorktown that the content on the WSM Facebook page has been directed toward the social media experts, when the greatest need at present is with the group of people trying to learn how to integrate social media into their daily lives. There are thousands of people right here in Westchester and the surrounding areas who want help incorporating social media into their business or organization, or would like to use it to build their own personal networks.

It may have taken a few months longer than it should have, but from this day forward, you’ll notice a slight shift in the direction of the WSM page. We’ll continue to share helpful links, but the purpose of the page (and this website) is to make it easier for area individuals, businesses and organizations to navigate the often turbulent social media seas.

WSM appreciates the help we’ve received from the professional social media community, and we sincerely hope the help will continue to pour in. Helping local individuals, businesses and organizations use social media effectively helps us all. WSM will continue to go out of its way to shine the light on those who are doing the most to advance the community — only now, we’ll be dedicating our efforts primarily to those who will benefit the most — the much larger group of people who are ready to jump on board and together take social media to the next level.

Chris S. Cornell is the Director of Social Media at Thompson & Bender — a Westchester-based PR, advertising and marketing firm. He manages several online communities, and consults, speaks and writes about social media. You can follow Chris on Twitter at Cornell140.


 

Posted in: Westchester Social Media.

Food Photography More Important than Ever Because of Social Media — Q&A With Brannon Conza

Mar 21st, 2012
by Chris S. Cornell.
1 comment
photo courtesy of Brannon Conza Photography

photo courtesy of Brannon Conza Photography

It is a well-known fact that one of the most effective ways to increase engagement on social media platforms is through the use of quality photographs. And what better way for a restaurant to show off its offerings than through the use of photography?

We’re seeing a surge in the number of Westchester restaurants participating in social media platforms such as Facebook and Twitter, and events such as Hudson Valley Restaurant Week and the Westchester Magazine Wine and Food Weekend has only fueled the interest. Westchester Tourism and Film has been actively promoting Westchester restaurants across multiple online platforms as well.

Why, then, are so few Westchester restaurants taking advantage of photography to promote their business? Our non-scientific research suggests there many reasons, including the following:

  • Restaurant owners perceive the cost of professional photography as being too high, and they don’t think they can obtain good results on their own.
  • Restaurant management is too busy with the day-to-day operation of their business to devote time each week to activities such as social media, photography and marketing.
  • Lack of awareness of the benefits photography can provide when combined with a good social media plan.

Westchester Social Media spoke recently with photographer Brannon Conza in an attempt to learn more about how restaurant owners might overcome some of these issues. Conza is the proprietor of Brannon Conza Photgraphy, and food is one of the areas in which she specializes. Brannon Conza Photography is also known for its outstanding portrait work.

Conza makes suggestions about how a restaurant owner can get the photographs they need — whether from a professional or on their own. Conza offered up some great tips, and had plenty more to say, so don’t be surprised if we ask her back for a follow-up Q&A. Feel free to leave questions in the comments section and we’ll try to get you the answers as soon as possible.

photo courtesy of Brannon Conza Photography

photo courtesy of Brannon Conza Photography

WSM: How is food photography different from other types of photography?

Brannon Conza: Food photography is unique because you are dealing with how to make a thing look its best, as opposed to a person.  Ideally you should be highlighting the features of that food/dish while at the same time making it appetizing.

WSM: What are the most common mistakes photographers make when photographing food?
Brannon Conza: I would say using a flash is the mistake that most readily comes to mind.  I find that all of the characteristics of food that make it visually appealing (color, texture, etc.) get quite washed out with a flash.  By using natural light where possible you get to maintain all the inherent qualities of the food visually.
WSM: Have you seen any mistakes made by professional photographers?
Brannon Conza: I can’t really say that I have, aside from maybe some mishaps with brown food. Brown food is notoriously hard to photograph – you really need the right angle, plating, lighting to capture it and make it look appealing.  Something else I see a lot of is putting too much in a shot.  Personally, I’d rather not be overwhelmed by seeing handfuls of a dish’s ingredients alongside the finished plate.  I understand the intent, but for me, it not only doesn’t enhance the photo but distracts and detracts from the final dish, which is ultimately what you’re trying to sell.  I try to shoot food the same way I shoot people, namely, highlighting the beauty that comes through simple observation and not forcing an unnatural scenario.
WSM: Can a business owner get acceptable shots with a point and shoot camera?
Brannon Conza: Absolutely.  My best advice is to read the manual that came with your camera.  Just by switching it to something like portrait mode or macro mode – or even just turning off the flash and finding good natural lighting, you can take a great photo with a point and shoot.  And I always say, the best camera is the one you have with you.  If being able to bring along a point and shoot means that you’ll be able to take a shot of the meal you’re about to eat at a restaurant, then it’s extremely valuable to have one.

WSM: Do you have any tips that non-professionals can use to get the best food photography results?

Brannon Conza: Use natural light where possible, and don’t overcrowd over over-complicate the shot.  Keep the focus on the food.  And don’t be afraid to  photograph the dish in various stages of being eaten.

WSM: How important is food styling (and what is food styling)?

Brannon Conza: Food styling is the process of aesthetically preparing the food to be photographed.  It is everything from selecting the plate the food will be presented on, to actually placing the food, and then arranging garnishes, etc. to make it visually appealing.  It can even involve using specific techniques to keep food looking fresh and vibrant – or even using special substances and chemicals to mimic certain foods (although personally, I stick to all actual food.)  Food styling is extremely important because it is the foundation of what you see on the plate.  You eat with your eyes first, so making sure that what your eyes see is appealing is key.

photo courtesy of Brannon Conza Photography

photo courtesy of Brannon Conza Photography

WSM: Any tricks to preparing food to look better, more appetizing?

Brannon Conza: Anything you can do to highlight color and texture is great. Use fresh ingredients, cooked properly according to the recipe.  Basically, isolate what about that food you’re trying to convey.  Say it’s a pie.  The best parts of pie are flaky crust and sumptuous filling.  That can be highlighted through something like small pieces of crust flaked off on the plate, and a cross section of the pie that catches the light in such a way that it glistens.  Eating is a sensual experience, and understanding food is important.  I feel that my strong background with food (a lifelong cook, at one point nearly studying at the Culinary Institute of America) definitely gives me an edge when it comes to shooting it.  I pay attention to what each particular food has to offer and run with that.

WSM: When booking a shoot with a professional photographer, are there any tips you have for a business owner to get the most bang for their buck?
Brannon Conza: Shop around for photographers, really peruse each one’s portfolio.  When you find one whose style matches your vision, that’s a good sign.  It means the best chance of getting the shots you’re looking for and not having to spend money on yet another shoot to create the look you’re going for.  And have as much prepared in advance so that you’ll cut down on actual shooting time.
WSM: How important do you think photos are for a restaurant on the social media platforms?
Brannon Conza: I think they are of the utmost importance.  Photographs online offer a vital chance to make a great first impression.  You don’t want to squander that chance by 1) having no photos of your food, or 2) having bad photos of your food.  Ideally, a few interior and exterior shots of your venue will be included with your online media, as well as a shot or two of the chef/staff.  My main message for restaurant food photography, however, is simple.  NO stock photography.  Stock food photography on a restaurant website is pretty much false advertising.  Restaurant/food business owners, please make sure that the photos on your site are of food that you yourself prepared.  Potential customers deserve to know exactly what food they can expect to be served at your establishment.
WSM: Any thoughts on Pinterest?
Brannon Conza: Unfortunately I have somewhat limited experience with Pinterest.  But the experience I do have is positive, and I can sense that Pinterest will be around for a while to come.  Additionally, much of what I see shared on Pinterest is food related – recipe inspirations, entertaining ideas, and such.

WSM: Any other ideas, suggestions etc. that would help business owners put photography to work for their business?

Brannon Conza: Basically just keep your photos current, accurate, and of good quality.  When in doubt, don’t share that picture.  It’s not necessary to have every dish you offer photographed, but highlighting a few of your best dishes across several categories is ideal.  Know when to invest in professional photography, and think of it as just that – an investment.  You only have one chance to make a great first impression and the food photography on your site can make or break that chance.

You can see the Brannon Conza’s photo galleries on the Brannon Conza Photography website, or call (845) 418-2528 for more information. You can also follow Brannon Photography on Twitter and Facebook.

Chris S. Cornell is the Director of Social Media at Thompson & Bender — a Westchester-based PR, advertising and marketing firm.  Thompson & Bender works for a wide range of Westchester businesses, including several hospitality businesses. Thompson & Bender also provides consulting services to Westchester Tourism & Film. Cornell manages several online communities, including the Westchester Food Facebook page and the Westchester Social Media Facebook page. Cornell also consults, speaks and writes about social media. You can follow Chris on Twitter at Cornell140.

 

 

 

Posted in: Westchester Food, Westchester Social Media.
Tagged: · · ·

The Time is Now for Westchester Food Businesses to Take Their Social Media Efforts to the Next Level

Mar 13th, 2012
by Chris S. Cornell.
1 comment

Westchester FoodThere has never been a better time for a Westchester food business to ramp up its involvement in social media to take advantage of all the free online opportunities that currently exist.

If your restaurant, bar or other food-related business is already involved with social media, now is the time to take things to the next level. If you have been sitting on the sidelines for the past couple of years, this is the perfect opportunity to throw your chef’s hat in the ring and claim the online presence that rightfully belongs to you.

The fact is, social media has been helping Westchester businesses, some much more than others, for years, and getting involved has always been a wise decision. Over the past few months, however, there have been some developments across the Westchester social media landscape affecting the food industry that simply can no longer go unnoticed.

Just yesterday, more than 100 Westchester restaurants participating in Hudson Valley Restaurant Week (HVRW) received an email from the office of Westchester Tourism & Film, explaining ways they can leverage this great event to bring more visibility to their restaurant, and ultimately end up with more filled tables.

Hudson Valley Restaurant Week

Hudson Valley Restaurant Week

The Tourism Office has launched a social media campaign to promote HVRW, and especially the 107 participating Westchester restaurants (the event also includes restaurants in Putnam, Dutchess, Rockland, Ulster, Orange and Columbia, as well as some from nearby Connecticut).  Restaurants were urged to visit and “like” the Westchester Tourism Facebook page, and to “follow” the Westchester Tourism Twitter account. They were also informed of the new hashtag, #HVRWest, that will be used to organize Twitter chats on subjects relating to HVRW.

The one-hour Twitter chats, slated to take place at 9pm on Thursday, March 15 and Tuesday, March 20, will provide Westchester food businesses the chance to engage with area people interested in food and dining. Westchester’s Maria Colaco, owner of  Maria Colaco Media, will be leading the chats. There will be prizes, some great surprise guests, and the opportunity to learn what others are thinking and talking about on the topic of Westchester Food. You can RSVP for the event here.

Business owners who need help setting up a Twitter account should leave a comment below or e-mail your questions to chris@westchestersocialmedia.com.  You’ll get the info you need to set up a great Twitter presence at no charge.

Over on the Westchester Tourism Facebook page, the fan count has been growing quickly, in part due to the excitement surrounding HVRW. The Tourism page posts and shares information related to the County’s renowned hospitality industry, as well as events, cultural and historical activities, attractions and more. What better way to become a part of Westchester’s online community than to “Like” the page and start engaging? Business owners should make sure they have a page for their business in addition to their personal profile so they can begin to cultivate their own following.

Business owners who have questions about how to best leverage these tools should look at how others are using social media to build communities and drive traffic. You’ll see dozens of Westchester Restaurants listed in the left-hand “Likes” column of these Facebook pages: Westchester Tourism, Westchester Wine & Food Weekend, Valley Table and Westchester Food. You can also engage with scores of Westchester’s most knowledgable social media users on the Westchester Social Media Facebook page.

If your business is not participating in HVRW, you can still take advantage of the buzz the event is creating. Any time there are people actively engaged in a topic or activity that relates directly to your business, there are opportunities to build your network and spread the word about what you do. Every time you make a well-thought-out comment on Twitter or Facebook and every time you post a blog article on your website, you are expanding your reach.

Next up after HVRW is the Westchester Wine & Food Weekend, “a multifaceted, four-day festival that unites the world of wine, beer and spirits with Westchester County dining luminaries.” The event, which is being well-promoted through its Facebook page and its Twitter account, kicks off on May 17 with the Burgers, Beer and BBQ Bash, and runs through May 20.

If your business is food, and you’re located in the Westchester area, you owe it to yourself to be involved in what’s going on around you. Your customers (and the customers of your competitors) are talking. Are you listening?

Chris S. Cornell is the Director of Social Media at Thompson & Bender — a Westchester-based PR, advertising and marketing firm.  Thompson & Bender works for a wide range of Westchester businesses, including several hospitality businesses. Thompson & Bender also provides consulting services to Westchester Tourism & Film. Cornell manages several online communities, including the Westchester Food Facebook page and the Westchester Social Media Facebook page. Cornell also consults, speaks and writes about social media. You can follow Chris on Twitter at Cornell140.

 

 

 

 

 

 

 

Posted in: Westchester Food, Westchester Social Media.
Tagged: · ·

Yorktown Reporter Brian Howard Named Social Media Editor at LoHud.com

Feb 28th, 2012
by Chris S. Cornell.
No comments yet
brian howard

Brian Howard

WSM has learned that Brian Howard will take over the newly created position of Social Media Editor for LoHud.com and The Journal News. Howard, who has worked at LoHud for 12 years, has served as Yorktown Reporter since 2006.

“We’ve had a social media presence, but (now) a commitment has been made to have someone managing the organization’s social media all the time,” said Howard. “It (social media) can no longer be secondary — it’s a full-time job.”

Howard will begin his position Monday, March 5. He said he will be working with the company’s editors, staff and its community, and that he will handle a variety of responsibilities, including using social media for research and investigative purposes.

“I’ll be sitting in at all the news meetings, manning the social media presences of the paper and interacting,” Howard said. “We would be missing a lot of opportunities if we didn’t use it to interact. We’re not just looking to get more eyeballs.”

Howard said he’s looking forward to his new responsibilities, and that he’d be better equipped to answer more questions after he’s been on the job for a couple of weeks.

We’ll check back soon…

Posted in: Westchester Social Media.

Westchester Restaurants, Food Businesses Ready to Take Social Media to the Next Level

Feb 6th, 2012
by Chris S. Cornell.
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More than two years ago, I wrote a column on TwitterProfessor.com about the seemingly small number of Westchester-area restaurants that were using social media to promote their business objectives. At the time, I was only able to find 10 Westchester restaurants that were using Twitter with any degree of consistency, and my recollection is that not many were using Facebook.

Chris S. Cornell

Chris S. Cornell

Last week, I attended the launch of the Hudson Valley Food & Beverage Alliance at the Culinary Institute of America’s Hyde Park campus. The event — created by the Hudson Valley Economic Development Corporation — provided an opportunity for the nearly 200 participants to voice their thoughts about what issues present the greatest challenge for members of the Hudson Valley’s Food & Beverage industry.

A great number of the concerns related to communications, information gathering and dissemination, and alignment of goals for groups of businesses and organizations within the industry. I immediately thought of the old column, and wondered how social media might help solve some of the challenges facing these businesses.

In that September 2009 column, I published a list of 10 Westchester restaurants I found using Twitter regularly. Of the 10, seven are still using the free micro-blogging platform as a part of their marketing plan. The other three, it appears, have closed their businesses. Here are the seven that are still going strong:

Each of these accounts is still making updates, from four or five per month, on up to as many as 40+ per month. All provide a link to their website on their Twitter profile, derive search engine benefits from the additional web presence, and amplify their message with no expense, other than the time involved in creating the posts. Note that the Tarrytown House account is actually a Hotel and Conference Center that makes many posts promoting its restaurant, Cellar 49, and that Le Pain Quotidien is part of a chain that goes well beyond Westchester. Not on that initial list was Pour Mount Kisco, whose owner Anthony Colasacco was one of the founders of the first Westchester TweetUp. Pour’s Twitter account now has 1177 followers.

It seems encouraging for the future of Twitter that of the businesses still operating, all seven think enough of Twitter to continue utilizing it. In recent months, we’ve seen many more restaurants, bars, food producers and other organizations join the mix.

Today there are many more Westchester businesses and organizations embracing social media, and the various platforms are being used every day to share important information, and build online communities around a wide variety of interests, products, services and more. I should note that I learned of the Food & Beverage Alliance kickoff event on Facebook from a post made by HVEDC CEO and President Michael Oates.

The Hudson Valley Economic Development has established a strong social media presence, and is actively promoting the new Food & Beverage Alliance on Facebook, LinkedIn, Twitter and YouTube. Westchester County Director of Economic Development Larry Gottlieb is also promoting the alliance through his office’s Twitter, Facebook and LinkedIn accounts, and the Westchester County Department of Tourism is promoting the food and beverage industry through its Facebook and Twitter accounts.

Westchester Magazine Wine and FoodAnother organization that has established a strong presence on both Facebook and Twitter is Westchester Magazine, and that presence has just expanded with a pair of accounts dedicated to the second annual Westchester Magazine Wine & food Weekend. The Facebook page is called Westchester Magazine’s Wine and Food Weekend and the Twitter account is @WMWineandFood.

Currently, a list of all members of the Westchester food & beverage industry using Facebook or Twitter is being compiled for publication, and I encourage you to send suggestions to Chris@WestchesterSocialMedia.com for inclusion. Please include the name of the food or beverage industry business or organization and the name of each account and the accompanying URLs.

WestchesterSocialMedia.com will feature regular updates on information related to the Westchester food and beverage industry — particularly where social media is involved. Updates will also be made on the Westchester Social Media Facebook page and on the Westchester Food Facebook page and the WCFood Twitter account.

Chris S. Cornell is the Director of Social Media at Thompson & Bender — a Westchester-based PR, advertising and marketing firm. He manages several online communities, and consults, speaks and writes about social media. You can follow Chris on Twitter at Cornell140.

Posted in: Westchester Food, Westchester Social Media.

What Are Your Social Media Resolutions for 2012?

Jan 17th, 2012
by Chris S. Cornell.
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Chris S. Cornell

Chris S. Cornell

You might be surprised to hear that despite my passion for social media, I am also a skeptic. I’m allotted the same 1,440 minutes each day as everyone else, and I don’t like wasting any of them. As we head into a new year, I think about where I should be allocating my time over the coming 12 months, and what I might have done differently in the months that have passed.

Since social media is a major part of my job, I spend time studying the major social media platforms and how they can best be leveraged by my firm’s myriad clients. But I have learned enough over the years to know that there is no universal formula that can be applied to social media to bring magical results to its practitioners.

It’s not about social media, stupid! That was the message of a column I wrote nearly three years ago  – just a short time after I’d made my very first foray into the world of Facebook and Twitter.

Despite my profound interest in these new horizon-broadening technologies, I realized early on that social media was just a collection of tools that could be used to make it easier to build communities, connect with others and to amplify one’s message.

The foundation of social media is not Twitter, Facebook, YouTube or your blog. The real foundation is you and your business or organization. It’s the people you work with, the networks you build and the content you produce. It’s your attitude, your integrity, your passion and your work ethic.

If you think I’m discounting the importance of social media, I’m not. It’s just that social media can’t correct a foundation that is built on sand.

The good news, however, is that it’s never too late to start your involvement with social media, especially if you have a solid foundation to build upon. Social media is great for businesses and organizations trying to build their communities, but it works equally well for individuals.

I use social media to my advantage in my personal life nearly every single day. Just last month, when I wanted to learn more about techniques involved with food photography, I went on Twitter and did a simple search for the words “food photography.” Within minutes, I was conversing with experts in the field who were giving me advice and suggesting ways I could learn more.

My interest in food photography grew, and a few days later I had created a community — Westchester Food on Facebook. One of the features of the community is, you guessed it, photos of food from all around Westchester County.

I have seen social media work wonders for individuals and organizations all across Westchester and beyond. I’ve seen it used to recruit volunteers to feed the homeless, help churches build a presence on Facebook, and to help community groups let others know what they do, and how others can join them.

I’ve used Facebook to help build the world’s largest forum of baseball art and artists — a community that has brought together buyers and sellers, helped artists connect with each other, and shined a light on an interest that has turned out to be much bigger than anyone knew.

How are you going to use social media in the coming year? If you’re interested, but not quite sure how to proceed, I urge you to reach out and talk to someone who is already using social media. There are many people right here in Westchester who would be happy to help get you started. Send me an e-mail at Chris@WestchesterSocialMedia.com if you need a hand.

Chris S. Cornell is the Director of Social Media at Thompson & Bender — a Westchester-based public relations, advertising and marketing firm. He manages several online communities, and consults, speaks and writes about social media. You can follow Chris on Twitter at Cornell140. This column first appeared in Generations, a monthly Westfair print publication.

Posted in: Westchester Social Media.

Facebook Ads: Think Social’s Harris Decker Provides Tips and Insights For Small & Medium-sized Businesses

Jan 5th, 2012
by Chris S. Cornell.
1 comment

Over the past three years or so, I’ve had the benefit of exchanging ideas and collaborating with some of the top social media influencers in Westchester County and across the country. I realized early on that this environment is moving far too fast for anyone to attempt to do it all on their own.

Harris Decker

Harris Decker

Last week, I had the opportunity to meet Harris Decker, the owner of Westchester-based Think Social, a social media, website design and marketing firm that works with storefronts, online communities and brands. During our conversation, it became apparent that Decker has a particularly strong grasp and understanding of one of social media’s often misunderstood specialties — Facebook advertising.

When asked to share some of his thoughts with Westchester Social Media, Decker was enthusiastic. The following is the result of our dialogue:

WSM: We’ve all heard about how some of the largest corporations are using Facebook advertising. Does Facebook advertising offer significant potential benefits both to small and medium sized businesses?

Harris Decker: Absolutely! Facebook Advertising is probably the largest innovation for small and medium sized businesses since the sandwich board. With traditional advertising, the only control a business owner had was where a magazine, newspaper or flyer was distributed. With Facebook’s platform, you can target men, women, children, Star Wars fans, people who love pizza, people who just got engaged or just about any other combination you can think of. This power is incredible and helps to make sure that your advertising budget is put to use in the most efficient way possible.

WSM: How can Facebook ads provide positive ROI? Are they best used to direct traffic to a website or Facebook page?

Facebook in general needs to be a large piece in your overall marketing strategy. Rarely do people buy things directly on Facebook so it’s important to figure out the best way to create a positive ROI. When using Facebook Ads, you can choose to direct people either to your website or Facebook Page. This decision will be different for almost every business. If your goal is to grow your online community, then you’ll want people to be sent to your Facebook Page. If your goal is to drive sales of a product sold on your website, then sending them to your site will make more sense for you. Again, each case is different but remember, once someone is a fan on Facebook, you can market to them time and time again.

WSM: Are there any common misconceptions about Facebook Ads?

Harris Decker: Yes! The most common misconception is that no one clicks on them. This couldn’t be more incorrect. Facebook has done a brilliant job of blending their ads into their pages. In fact, many people have clicked on the ads before without realizing it. The ads can be so targeted that you might not even realize it’s an ad!

WSM: What are some of the advantages that Facebook Ads offer?

Harris Decker: The largest advantage is the targeting. Being able to narrow down your customer based on dozens of criteria, make it among the most efficient advertising methods.

WSM: Is there a minimum budget that you would recommend?

Harris Decker: This is another area that Facebook has excelled in. While Twitter’s ad platform requires huge budgets, Facebook’s can be started for as little as $5 per day. Unfortunately, to see a significant impact, you’ll want to bump that up quite a bit. Depending on how much of an impact you are looking to make, I usually recommend a budget between $15-$50 per day.

WSM: Is it easy to develop a ‘formula’ for what works in Facebook advertising?

Harris Decker: No. Facebook’s Advertising platform is best described as a fickle beast. It is a mega-machine that is sometimes difficult to control. If you have a very large budget, you’ll be able to run dozens of trial ads, testing things like photos, copy and landing pages. Unfortunately, most business’ don’t have the budget to run dozens of tests. That’s when agencies like mine come into play. We have already run the tests. We’ve seen the results. We know what works and what doesn’t. We’ve mastered controlling the beast.

WSM: What types of clients seem to get the most out of Facebook Advertising?

Harris Decker: This is a tricky question. It’s easy to look at numbers and pick a winner. But, there’s more to the story. A brand with 50,000 fans could have less influence than a brand with 5,000 fans if those fans are targeted correctly. In general, the clients that get the most from their campaigns are the ones willing to take the risk and the ones that know that although Facebook is “quick” and “fun,” it’s not a quick fix. Building an online community doesn’t happen overnight. If the patience is there, the outcomes can be amazing.

WSM: How can a small business learn more about Facebook advertising? Is it best left to an expert, or can a smart business owner figure it out?

Harris Decker: This one’s easy. Yes, no, and everything in between. Facebook’s platform is easy enough to learn. Within a few clicks you can be on your way to driving customers to your website or Facebook Page. Learning the ins and outs becomes more challenging. Still, many smart business owners can figure it out. Something I’ll discuss with my clients is whether that makes sense for them. Is it better for you to spend time learning this platform, which changes every few months, or is it better for you to continue running your business? Usually, the latter makes sense and that’s where companies like mine come into play.

WSM: Do you recommend the use of sponsored stories?

Harris Decker: This is going to depend on your goals. In some cases sponsored stories are gold. In other cases, it’s like throwing money out the digital window.

WSM: Do you have any copywriting tips for Facebook Ads?

Harris Decker: Keep it short. Keep it to the point. Make sure there’s a call to action present.

WSM: What mistakes are some of the so-called experts making?

Harris Decker: The biggest mistake is treating every campaign the same. Each and every campaign is different, and without learning about these differences, many campaigns are destined to fail right off the bat.

WSM: What is the most common mistake business’ make while using Facebook?

Harris Decker: Mistakes in the social media world are everywhere. A seasoned eye can look through a page and pick out sometimes dozens of errors in just a few seconds. With so much of this discussion spent on Facebook ads, never forget that when someone clicks on your ad, even if it’s the best ad ever created, that they will land somewhere else. If you’re going to send someone to your Facebook Page, make sure it’s been updated at some point in the last month. If you’re going to send someone to your website, be sure not to have information about your Christmas Eve Sale in mid April. Be smart, it’s all a part of a much larger picture.

More about Harris Decker

Getting his start in the writing world, Harris began using social media half a decade ago, in an attempt to grow his music blog, The Truth About Music. Since then, he has applied his sound understanding of both the traditional marketing and digital marketing worlds, to help small and medium sized business’ grow, both online and in the real world. Decker says his approach to social media is simple. “A social media marketing plan needs to be the most simple representation of a business’ core values.”

You can follow Decker on Twitter @harrisdecker, and Think Social’s Facebook page is http://www.facebook.com/wethinksocial.

Chris S. Cornell is the Director of Social Media at Thompson & Bender — a Westchester-based PR, advertising and marketing firm. He manages several online communities, and consults, speaks and writes about social media. You can follow Chris on Twitter at Cornell140.

Posted in: Westchester Social Media.

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