There are lessons to be learned by retailers from the experiences of the restaurant industry with digital media — both good and bad.
According to eMarketer:
“Social media have become a blessing and a curse for the restaurant industry. The same immediacy that makes it ideal for connecting with customers is exactly what can damage a brand when used against it, according to a new eMarketer report, ‘Social Media Damage Control: Learning from the Restaurant Industry.’ Social media are used to connect, correct, and keep tabs on problems as they arise. They are also prominent for advertising and promotions. In fact, it is the most-used marketing tactic employed by restaurants by far, according to a study conducted by Ipsos MediaCT on behalf of Groupon and the National Restaurant Association. Among US restaurants in March 2013, 80% used social media — 17 percentage points higher than E-mail, which was the next most popular choice. Social’s ubiquity is likely because it’s viewed as less expensive than traditional forms of marketing. Furthermore, 68% of restaurants said they monitored restaurant review sites, showing that keeping on top of customer feedback is considered to be part of marketing for many in the industry.”
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