Study Says Social Media Marketing Can Help or Hurt

By: Multi-Unit Franchisee
Published: April 25th, 2019

Almost half the customers in America say they tried a new restaurant because of its social media posts, according to a new study by restaurant marketing agency MGH. But another 21 percent said a restaurant's social media posts - including poor quality content and frequency - kept them from trying a restaurant. The findings are significant with regards to driving restaurant trial and customer loyalty.

The survey found 45 percent of diners decided to give a restaurant a first try because of its social media post. Another 22 percent said a restaurant's post enticed them to return.

The study suggests that positive restaurant-to-consumer social media engagement often leads to increased customer visits. Of respondents who actively follow and engage with restaurants on social media, 74 percent say they are more likely to visit or order food from those establishments.

Other notable stats included:

• 42% of U.S. diners say they have interacted with restaurants on at least one social media platform. Of that group, 66% said they are more likely to visit or order food from the restaurant.
• 13% of U.S. diners say a restaurant's social media post has discouraged them from returning to a restaurant.
• 36% of U.S. diners follow restaurants on social media, and 39% of that group mainly do so to help determine if they want to dine in or order food from the restaurant.
• 89% of U.S. diners have a social media account.
• 62% of U.S. diners say they log on to their social media accounts several times per day.

The study was conducted in February via an online survey of 1,069 U.S. adults over the age of 18+ who dine in, order takeout, or had food delivered from a restaurant at least once a month.

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