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While Pinterest led the way in 2012, other new and emerging social media platforms are now paving the way. Geo-location platforms, photo-sharing applications and increased use of video have already shown to be the way of the future for 2013 and beyond. Over the last few years, restaurants have learned how to leverage social media to drive website traffic, promote current events, and encourage conversation and interaction with a brand. This trend has resulted in instant feedback –positive or negative – and increased peer-to-peer marketing of products and brands. “While there are many new emerging platforms that look sexy and hopeful,” said Amanda Hite, co-founder and chief change officer at BTC Revolutions, a Lexington, Ky.-based social-media consultancy, “we strongly believe that restaurant brands need to get good at [using] the platforms their brands, their customers and their employees are on now.” To try and keep up with Facebook and Twitter, the two social media platforms that are still considered to be the most effective, Yelp and Foursquare have beefed up their photo-sharing options. In addition, YouTube has become a place where restaurant brands can place long-form advertisements and work toward viral exposure on other platforms. For example, Outback Steakhouse posted an amusing “12 Days of Leftovers” video on YouTube before Christmas. Another area that restaurants will keep an eye on is mobile search. With the growing use of smartphones with geo-location capabilities, it has become second nature for consumers to turn to their phones and friends to get advice on where to eat. Location-based digital interactions will also be getting more attention in 2013. This will help restaurants link brand terms to location-based actions to consumers, ultimately helping businesses to quantify return on investment from social media platforms which has proved difficult in the past. Social couponing and deal-of-the-day sites will also be a hot trend to watch in 2013. For more info, click here
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