Food & Beverage - Don't Let Facebook & Social Media Work Against You - By Ken Burgin

A hands-off, too-busy attitude is sure to create problems, so being a helpless, techno-phobic manager is no longer an option! Sorry...

Properly-written guidance is essential for employees - use and adapt the Sample Guidelines for Staff on Use of Social Media.

Make sure you have the following areas covered:

• The Facebook Page should be as good as the website. First, ensure that it's a Page, not a Profile. Profiles are for people, Pages are for businesses. Add your logo and plenty of photos, and invite customers and staff to join - this is a great marketing opportunity. Promote it on menus, signs and even vehicles - people can join right from their phone...and will!

• Who speaks for the business? Often it's an anonymous person, but better if they have a name and a face. They also need a tone of voice - is it chatty, casual or formal? Are they sharing daily news, or just announcements and special deals? If it's informal, constant use of LOL, OMG and WTF aren't the best way to represent a successful enterprise! Twitter lends itself to quick, informal comments - give samples of what is OK or not.

• What can and can't staff say about the company? They have their own opinions, good and bad, and need guidance on what can be shared publicly. As a minimum, they should be following two standards: 
1. Do No Harm - not speaking badly of the company, their managers, customers or suppliers. 
2. Transparency - when they speak on industry matters, it's clear who they are and who they represent.

• Maintaining confidentiality. It's great that you had the busiest Saturday all year, but don't reveal the sales figures! Or that the bar manager was terminated because of suspected drug use. The concept of confidentiality is understood in different ways - define specifically what can and can't be shared by staff about your workplace. Being more discrete is generally a good thing...

• Who has the access passwords? And what happens if they leave? This is just another 'succession planning' issue - just like the Key Register and procedures for when staff resign. Is this all up to date? 


• Don't mention the competitors. Better to say nothing than make negative comments. Everyone knows you're better - leave it at that. Angry competitors may decide to play dirty tricks...

• Delete sleazy friends: It doesn't take long for scammers and sharks to decide they are your best friend on Twitter and Facebook - hit the Blocked or Delete button immediately.

• Make sure content is fresh, not stale. It's not a good look if the last update was 3 months ago. Many businesses now have weekly social media updates handled by a specific person (not the boss). Make sure announcements are spelt correctly, and photos send the right message.

• Comments are forever. Google and Microsoft have announced they will make almost everything on social media 'searchable' - they have long memories. And future employers may not take the same attitude to off-hand remarks...

Online wine guru Gary Vaynerchuk recently summed it up: 'if you're not online, you're not in business. And if you're not using social media, you're not using the internet.' Take a deep breathe - it's time to take the next step!


Profitable Hospitality offers management and cost-control systems (Manuals & CD-ROMs) for restaurants, cafes, hotels, bars and clubs. The systems are based on the extensive consulting and operating experience of CEO Ken Burgin, and enable busy owners and managers to set up complete operating and cost-control systems in minutes, not months. Profitable Hospitality also runs regular management training workshops in the areas of kitchen profit & efficiency, restaurant marketing and functions management. A free monthly e-newsletter keeps you up to date on the latest industry management issues. www.profitablehospitality.com.

Logos, product and company names mentioned are the property of their respective owners.

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