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National Restaurant Association - Why location-based actions are vital to your restaurant

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Why location-based actions are vital to your restaurant

Restaurant use of social media has increased tremendously within the past five years, but it’s easy to fall behind. That’s why it’s important to keep a constant pulse on the newest app and technology, as well as learn how it can help grow your business.

One of the most important steps is understanding the power of location-based actions or LBAs. LBAs show where consumers are and what they’re doing, such as trying a new restaurant. For restaurant operators, they can help you measure in-store customer visits and track ROI.

The ABCs of LBAs

Direct check-ins on Foursquare, Facebook and other social media platforms are the most common examples of location-based actions. Consumers “check in” to places, tying the relationship of a social consumer action to a real life in-store visit.

Other actions, such as “return and refer” and “intent to visit” are considered ambient. That means the brand doesn’t drive the action; organic conversations by customers and their personal networks do. An example of “return and refer” is when a customer tweets that he or she has visited a specific restaurant and encourages his or her followers to check it out.

An example of intent to visit is when a customer indirectly references a planned visit to a restaurant via social media.

Here are a few tips to maximize your location-based action strategy:

  • Take advantage of tools to quickly and easily share content, such as Instagram, Vine and Twitter.  “Most operators have immense opportunity to share food, operations, ingredients and more, but often don’t realize how easy it is,” says Paul Barron, founder and CEO of DigitalCoCo.
  • Involve your guests by encouraging them to share their experiences on those platforms.
  • Track your brands mentions through location-based actions. That’s a powerful thing – in social media and in the real world, Barron says.

This article was provided by DigitalCoCo, for more information on how to measure your social influence visit the Restaurant Social Media Index.

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