Facebook Campaign Final

At the beginning of the semester I was an administrator for the Social Media division of the Pisco Peruvian Food L.L.C. Beginning January of 2017 we transitioned from a simple food truck to a fully operational restaurant located in the heart of Cedar City at Providence Place. 

My goal was to grow and expand the amount of exposure trough social media which would Ideally translate into increased sales at the establishment.

 During our transitional period in January the page consisted of a peak 847 Likes with roughly 830 of those retained as active followers on the page.

The maximum post engagement had been shy of 300 interactions all reached organically with no capital spent on paid promotion.

 

 As we learned more in the semester of strategies that could help boost our numbers I implemented the following:
1. Make all the managers at the establishment administrators on the page and encourage them to share it with their entire friends list.: More personal views = more likes.
2. Encouraging our visitors to like our Facebook page in exchange for a discount of their appetizer or meal.: Not everyone that came in new we had a Facebook page and they were happy to help!

 3.  Focus on customer retention both in and outside of the restaurant: By being immediate responsive to comments or concerns submitted we retain what we work hard to gain.
4. Posting Often: Often companies will hinder their posts for fear of over encumbrance, however a good balance of posting at least once a week helped establish a habit among customers to come in weekly for our specials.

5. Finally the most effective method for generating views and likes both to the page and to the post came from the tactical use of the "Like, Post, and Share" strategy. In order to motivate people to interact with our posts we would occasionally give away a free meal or 2 contingent on following the instructions on the post.

Overall the growth from the social media campaign remained steady through the semester.

To date the amount of likes and followers has grown over 33%
from the mid 800's to well over 1100.
Peak post interaction boasted a High of over 8,000 organic reaches last month and continually spikes on occasion to over 5,000.




In complete honesty I am pleased with the results of steadily allowing for organic reach with no capital invested on advertisements. I met with my boss several times passing on recommendations to grow our establishment and I believe that statistical numbers do not give justice to the impact the campaign has had.


I believe that there were several factors that I missed opportunities on to "make a splash" and really drive up the likes and shares. For instance: we decided against making an event of the opening of the restaurant;opting instead to stage a soft opening. In the little experience I have seen is that by attracting a large crowd to a big event initially may not necessarily yield profits on the short term, but over the long term the sheer publicity will validate the investment. Convincing my employer to invest a limited amount into promoting ads would have also gained us exposure.

It ultimately comes down to this. the actions I implemented worked, but they could have been better. I will continue on as an administrator for the page and work to consistently improve our results.