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Ever wonder if what you’re posting on social media is actually worth it?
Sometimes it feels like you’re just posting for the same 3 followers over and over. Other times, a post blows up, and you’re left wondering what made it stand out.
If you’re ready to get concrete answers about what’s working, what’s not, and how to leverage social media to grow your restaurant, it’s time to dive into the world of social media reporting.
In this guide, we’ll explore:
- 6 essential social media metrics that restaurants must track
- 3 powerful social media reporting tools
- How to analyze your restaurant’s social media performance
Let’s break it down!
The 6 Social Media Metrics Restaurants Must Track
Before we jump into the key metrics, let’s clarify a few things.
First, marketing your restaurant on social media is vastly different from posting on your personal account. Success for your business depends on clear objectives, a solid strategy, and measurable outcomes.
Second, not all social media metrics are created equal. Vanity metrics, like followers or likes, might look impressive, but they don’t directly contribute to your bottom line. What you really need to focus on are metrics that give you insights into your return on investment (ROI).
Social Media Metrics to Include in Social Media Reporting
1. Engagement
Engagement measures how people are interacting with your content. It includes likes, but more importantly comments, shares, and saves. High engagement signals that your content is resonating with your audience and sparking conversations, which helps increase your visibility.
2. Impressions
Impressions refer to how many times your content is shown to users, regardless of whether they interact with it. While impressions don’t guarantee engagement, they are a key indicator of your content’s reach and visibility.
3. Reach
Reach tells you how many unique users have seen your content. It’s different from impressions because it counts each person only once. If your goal is to expand your audience, tracking reach is essential.
4. Referral Traffic
This metric shows how many people visit your restaurant website or online ordering platform via social media. It’s crucial for understanding if your social media presence is driving tangible business outcomes, such as online orders or reservations.
5. Conversions
Conversions track specific actions you want your audience to take, like ordering online, signing up for a loyalty program, or visiting your restaurant. It’s the most direct metric for measuring the ROI of your social media efforts.
6. Audience Growth
While vanity metrics like followers don’t tell the whole story, steady audience growth is still important. If your follower count is consistently increasing, it indicates that your social media presence is attracting new potential customers.
Social Media Reporting Tools for Restaurants
Now that you know which metrics to track, it’s time to explore the tools that can help you monitor and analyze your social media performance. The right tools make it easier to gather data and create reports, so you can optimize your efforts and improve over time.
1. Meta Business Suite
Meta Business Suite is a must-have tool for restaurants active on Facebook and Instagram. It allows you to track key metrics like engagement, impressions, and reach, all in one place. You can also monitor your ad performance, schedule posts, and respond to messages directly within the platform.
2. Social Media Management Platforms
Platforms like Hootsuite and Later streamline your social media management by providing comprehensive reporting dashboards. These tools allow you to schedule content, track metrics, and generate reports that give you a clear picture of what’s working and what needs improvement.
3. Google Analytics
While not a traditional social media tool, Google Analytics is incredibly valuable for tracking referral traffic (i.e. website traffic) from social media platforms. By linking it to your website or online ordering system, you can see how many visitors are coming from social media and what actions they’re taking once they arrive.
How Often Should You Review Social Media Reports?
Consistency is key when it comes to social media reporting. We recommend reviewing your social media metrics on a monthly basis to stay on top of trends and performance shifts.
Additionally, conducting a quarterly deep dive — where you compare social media data to your POS reports and financial statements — will give you a more holistic view of how social media impacts your bottom line.
How to Analyze Your Restaurant’s Social Media Reports
Collecting data is just the first step. Now, you need to know how to interpret it and adjust your strategy accordingly. Here’s how to make sense of your social media reports.
1. Revisit Your Business Goals
Your social media efforts should align with your restaurant’s business goals. Whether you’re looking to boost online orders, increase foot traffic during slow periods, or build a community of loyal customers, revisit these objectives regularly to ensure your social media strategy supports them.
2. Examine the Data
With your reports in hand, start by reviewing the key metrics mentioned above. Compare current numbers to previous months to identify trends. Are you gaining new followers? Is your reach increasing? Has your average check size increased?
3. Look for Patterns and Insights
Don’t just focus on the numbers — look for patterns that can guide your strategy. For example, if posts featuring specific dishes or behind-the-scenes content consistently get higher engagement, that’s a clue to incorporate more of that type of content. Similarly, if your referral traffic from Instagram is high but conversions are low, you may need to adjust your call-to-action or landing page.
4. Spot Opportunities for Optimization
When you see spikes or dips in performance, dig deeper to understand the cause. Did a particular post go viral? Did a negative review turn off potential customers? Use these insights to fine-tune your strategy. For instance, if a certain post format consistently performs well, replicate that success with similar content.
Create a Magnetic Social Media Strategy
To truly succeed, social media needs to be at the forefront of your restaurant marketing plan. Posting random content about your daily specials won’t cut it anymore — you need a well-thought-out strategy that pulls in customers and keeps them engaged.
If you’re ready for a powerful social media marketing machine designed to increase revenue, let’s chat! Our marketing professionals would love to learn more about your restaurant and see how we can help!
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