Today, statistically speaking, about 82 percent of the Swiss population is on social media. A curse or a blessing? This has been debated for a long time. But no matter how you look at it - Facebook, YouTube, Instagram, TripAdvisor and Google My Business are among the most important platforms in the gastronomy and hotel industry.
Because the fact is: many businesses are already using social media to their advantage. The downside is that the world of consumers is unpredictable. One day you are a hero, the next day you are publicly pilloried.
And then you cannot defend yourself against it, i.e. have the post deleted, as long as the commentator adheres to the rules, such as the ethical guidelines.
The fact is that when over four-fifths of the Swiss are on these platforms, social media should not be underestimated. On the one hand, they offer great advantages.
You have direct contact with the guest, can define your own target group, build up a community and report on your own events, offers or news. If you use communication in a targeted way, you can generate great added value, which is priceless - or is it?
"Sure it's a lot of time to invest, but the effort is worth it and practice makes perfect."
If you look at the "influencers", for example, who are virtually omnipresent at the moment, their incomprehensibly high follower numbers often seem incredible. They offer to generate positive news, often for a fee or a free evening at work. Whether this is the right way to generate attention for one's business is up to each restaurateur.
I, at least, believe in personal communication rather than paid, or posed, representation. Surreal worlds are often shown to entice guests to visit the establishment. The disappointment is great when the reality is different from that advertised by the influencers.
Nevertheless, I maintain that nowadays social media should be a very important part of a marketing and communication concept. Honest and exciting communication is just as important as regular maintenance of the platforms. Because here, too, it is important to give your followers (guests) the necessary attention so that they indirectly advertise themselves again through posts, reposts, shares and likes.
Sure, it's a lot of time to invest, but it's worth the effort and practice makes perfect. You can create great content with just a few simple steps. Nowadays, every mobile phone camera is perfectly suited for taking photos. And with the right filter, you can create your own visual language that will appeal to the desired target group.
My tip: Take the step and immerse yourself in this world, let yourself be inspired and, if necessary, attend a course. It's worth it!
