BUZZ: Measuring social media success begins with a clear vision

Original Post by Eric Stoessel on Restaurant Hospitality

A recent report from Cornell Center for Hospitality Research shows many restaurants lack defined strategies and goals for social media use.

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A recent study by the Cornell Center for Hospitality Research didn’t unearth any shocking insight into restaurants’ use of social media. Most are using it, the report summarized, but not as many have a clear vision for it or a goal in mind and even fewer can measure a tangible return on investment.

That was the conclusion presented by Abigail M. Needles, a Ph.D. student and Cornell graduate, and Gary M. Thompson, a professor there, in the study, “Social Media Use in the Restaurant Industry: A Work in Progress.” The report was based on a survey of 166 restaurant managers.

“[Restaurants] have a difficult time in terms of measuring whether social media activities increase customer loyalty, bring in new customers or boost revenues,” says Needles. “We found a lot of uncertainty surrounding how to measure the financial returns of social media.”

The problem really begins with a poorly defined…[CLICK HERE TO READ MORE]

RESOURCE: Restaurant Hospitality

Who is Eric Stoessel?

Eric Stoessel helps tackle the big topics for Restaurant Hospitality, writing in-depth feature stories on consumer and food trends, emerging restaurant concepts and other operational, design and technology issues facing independent restaurateurs and multiconcept operators. Stoessel also regularly contributes stories to Restaurant Hospitality’s two e-newsletters, Eat Beat and Eat Beat Business, and to restaurant-hospitality.com.

Before joining Restaurant Hospitality in early 2013, Stoessel spent five years as managing editor for another Penton publication, Lodging Hospitality, where he covered the hotel industry. He worked in newspapers for more than 10 years prior to joining Penton, serving as sports editor for a small daily paper outside Cleveland for nine years. Stoessel graduated from Ohio State in 1995 with a bachelor’s degree in English.

About:

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