First question. Do you like pubs? Social media marketing? If you’re an (aspiring) social media marketer who likes to frequent the pubs like myself, then this post might be interesting to you. In this post I will dive into a social media audit, comparing the social platforms for The Brass Pub, and its competitor The Toucan & Kirkpatrick’s Irish Pub. Both are located in Kingston Ontario, and offer affordable drinks, food, and are sports orientated. They are both extremely popular in Kingston, and offer a week full of discounts for both students and Kingstonians.
Take a peek at the charts for both pubs.
The number one thing I noticed while doing this social media audit, is the importance of engaging customers via online social media marketing. In both cases, the businesses want to bring people into their restaurant to buy food and drink, and it’s a lot easier to do this when the public knows who you are. In this case, the Toucan does this better than The Brass. The Brass might as well (no offence) be none existent on twitter; they haven’t posted since August 2017, and when they did it was infrequent and disengaging with the customers. This is different from the Toucan, who posts daily on Twitter, and has a small amount of public interaction. Although it’s only a small amount of interaction, I believe the Brass should take note and begin to leverage their presence on Twitter like the Toucan has. Perhaps this is because The Brass relies on word-of-mouth advertising more than online advertising where as the Toucan might not, but social media marketing is important to engage with current customers, and expand their potential client base. After all, it is a free way to advertise themselves, and it will ultimately bring people into the restaurant. People want to feel connected and a part of something, and Twitter is a great way to build and establish relationships with the public.
In the case of social media marketing, The Brass should be posting more frequently on Twitter. They should be posting content with a call to action (share/comment/follow) to encourage engagement with their audience, and ensuring they provide quick and efficient customer service for the replies that don’t go as planned. It’s always good to be prepared for anything, right? They could also be posting content in which the customer has to like/share/follow their posts, in order to receive a free drink or meal in store. This brings people into the restaurant, while also giving the business some free advertisement.
Something I also noticed, was the important of their business website to engage with customers. Both businesses don’t leave customers the option to leave a comment on their website. Although they both have their e-mail address and where to contact them visible on their website, in my opinion they should have a comment or reply section. This gives the customer (or potential customer) another option to connect with the business; again establishing that oh-so-important relationship.
Overall, there are numerous conclusions that have stemmed from completing this social audit. Ultimately, The Brass needs to step up their social media marketing game, taking some tips from their competitor, The Toucan. I believe if The Brass re-establishes their voice on Twitter and begins to post frequently and engage with their customers, they will be extremely successful and notice a increase in restaurant traffic,
Ciao for now,