Social media webinar shows how to up sales, 'Dine Out' activity ...

Washington - Personal relations is the new public relations, a new media expert asserted at a webinar hosted by the National Restaurant Association, so restaurateurs seeking to build brand awareness and sales must fully embrace social media.

"Let people know you are out there and that you care about them," said Amanda Hite, chief executive of Talent Revolution, a Brookville, Ohio-based consultancy specializing in social networking. "There is a shift taking place; companies don't own the media anymore - not TV, radio or print. The media is people. You need to be personal with people."

The webinar, "Activating Social Media to Drive Sales for the Greater Good," sponsored by American Express, explained how to generate word of mouth, traffic and boost participation for Share Our Strength's Dine Out for No Kid Hungry event, Sept. 18-24, which aims to help eradicate childhood hunger.

Hite, Sheila Bennett, director of SOS's Dine Out No Kid Hungry campaign, and Robin Ahearn, senior vice president of Ignite Restaurants, served as the webinar's panelists.

"This is the one time the industry comes together to rally their strength for the greater good," Hite said. "Restaurants are in the business of feeding people. It's unacceptable that any of our children go hungry. This is our fight, our cause."

SOS's Bennett agreed, saying: "We're one of the wealthiest nations in the world yet one in four children in America suffers from hunger. We're excited about getting more business into our [restaurants] and more people participating [in the event]. Online resources will make that easy."

Hite also offered tips on creating a social media presence that benefits both business and the Dine Out:

• After establishing your presence online, start listening to the conversation that's already happening. Know what the conversation is about so you can respond to people. That's the way to gain trust and fuel word of mouth.
• Start a blog where followers can join in the conversation.
• Search the web for Tweets, blogs and videos about your restaurant. Tune into everything said about your brand.
• Attract a higher level of engagement: It's not about what you say; it's about what you get them to say.
• Start a business page on Facebook to promote the Dine Out event and your restaurant

Play Foursquare: Offer specials to people who dine out for the cause. This will help drive sales during the week of the Dine Out.

Source: http://www.restaurant.org/nra_news_blog/2011/08/washington---personal-relations-is.cfm

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