by Alessandra Ceresa

One of the most powerful tools a restaurant can leverage in its marketing strategy is executing a strategic and creative social media campaign. From a Facebook page to a Twitter account, restaurants can reach out directly to their fans and followers in a matter of seconds.

So how does a restaurant keep their page interesting, and how can they most effectively manage their channels to not only increase their customer base, but their customer retention as well? Keep reading for some social media success stories:

Searsucker, a San Diego eatery, does a wonderful job of keeping fans interested and engaged. Recently, Searsucker posted, “Come on by for some trade: We will give you great food and spirits for plastic and paper.” It was a spur of the moment promotion where people were invited to bring in their recycling items and receive their comparable worth in food and drink! The trendy eatery continues to release same day, spontaneous promotions given only to those loyal Facebook and Twitter fans and followers – an example: receiving a free dessert for wearing a seersucker.

Although their PR firm has been very effective in securing extensive coverage, the restaurant itself has been responsible for it’s fun and innovative social media strategy, that keeps people coming back over and over again.

Cucina Urbana, also in San Diego and located in Banker’s Hill, is another great of example of social media done right. Every Saturday, the restaurants social media team releases what they call the Social Saturday Password. This password allows those who follow them on Facebook and Twitter to be “in the know” and to receive special discounts by making use of the password. This is effective, not only because it provides customers with discounts and promotions, but also makes them feel they are a part of something exclusive. Brilliance.

Social media is probably one of the most useful and powerful tools for restaurants to reach a vast audience. Using social media tools in such innovative ways like Cucina Urbana and Searsucker are doing can only help businesses develop a more loyal and engaging fan base.