The food business. Overworked, underpaid, and you're only as good as your last public review. These days, with Masterchef, My Kitchen Rules, and a whole bunch of overseas cooking shows, the traditional critic is now mainstream. Everyone has their opinion about what you did wrong, and what you did right.
But it you think, 'well, the public's opinion is never heard', think again. Social Media is a voice to all. If you haven't had the time to look at the internet lately, it might be a good opportunity to take a look now. For you see, beyond your website, you have a GIGANTIC presence.
In Google, people can review you right off your Google Map, people are commenting about you on Twitter, telling their friends about their experience with you on Facebook, not to mention all the forums and blogs out there.
In todays 'referral' age, if you're not managing the public opinion about your business, you might as well stop trying so hard to impress. If everyone is reading about your flaws, and you're not there to counter those comments, it doesn't matter how good your Seafood Platter is, it'll go off just like your reputation.
So how do you take control?
Website: You've probably already got one, and if you don't, you really need to get with the times. Here, put your menu, images, and other bits and pieces that make you stand out from your competition. This is important because there are THOUSANDS doing what you do.
Facebook: Get a page happening and fill it with your biggest fans (or 'likes'). Keep them informed and invite them to Facebook-exclusive events and the like. That'll keep the good reviews churning.
Twitter: Yes, a bad review might appear here and there and be seen for that fleeting moment, but don't forget, Google archives EVERYTHING. So when you least expect it, you'll see an old Tweet appear as a Google result under your very own business name.
Google Maps: Get your updated and current, and take poor reviews seriously. People only comment online if they want to be heard. Most of these are genuine.
iPhone apps: ones like Urban Spoon have you on there whether you like it or not... and they source their reviews from the web. So really, can you afford not to take this stuff seriously?
At the most basic level, keeping tabs on this type of online presence allows you to keep your popularity and credibility in check.
Regardless of whether you're doing everything right, if you're not listening to your customers, you're doing yourself an injustice. Back in the 80's and 90's, you could probably get away with it, but not today, when someone can get all the information about your business fed to them in seconds.
Get your website up, keep it current, and openly invite consumers to comment and leave notes on your site with suggestions and other interactive elements. This keeps your website Google-friendly, and you'll be found more often. By opening yourself up to open opinions, you're asserting friendliness to the market, of which the majority will back you up when the time comes (like a bad review).
Keep tabs on all the places on the net where someone can complain about you. Any mention of you is not bad for Google ranks, but it is bad when a Human ends up finding you.
Keep your Facebook and Twitter active, and ensure you're giving out great information and exclusive one-of-a-kind events, because that is what keeps people's minds ticking about you.
Some other avenues on the web can help increase your presence, like submitting recipes for places like recipes.com, or becoming an 'expert' chef for question sites like Yahoo Answers. Not to mention updating images to Flickr, and uploading videos of your place to YouTube. Every little bit helps.
Embracing the web, and accepting all forms of criticism, and meeting them with positive comments, will help you avoid (excuse the pun), a recipe for disaster.
If your food/beverage business would love a Social surge in interest, speak to us at Strongman Digital: http://ping.fm/GDQo6
Until Next Time,
Tomer Garzberg
http://ping.fm/yc1Tw
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