For two years, BRINK handled the social media (and built a website) for a beloved food spot in Tucson, Arizona. We grew their nearly non-existent online brand from the ground up – creating compelling memes that local news outlets re-posted and driving countless customers to the restaurant with well-timed, tasty food pics. Our campaigns and contests were a big hit and the numbers proved it.
And then they ended their relationship with us…
We stopped working together not because of our performance but because they thought they could mimic our efforts with an in-house administrator and by approaching local designers to create social media graphics for trade. It was a bummer for us, because it was a great joy to edit pictures and video of their hilarious head honcho and to see the fans go wild when we posted a knock-out joke on their Facebook, Twitter, Instagram. Unfortunately for them, the decision to trade a creative group of professionals for some less-than-tech-savvy employees hasn’t worked out so well for them.
Without BRINK at the helm…
We had been adding an average of 563 Facebook fans per month, and we tripled the number of people who ‘liked’ them. In the three months since they’ve taken everything in house, they’ve added only 222 fans total. In three months, they’ve had a total of 248,727 impressions. When we were running things, total impressions over a 4 week period were regularly over 400,000. Now, engaged users have dropped by 59%. One of their posts got a measly three likes. That would have been unheard of and super troubling during our time working with them.
And that Twitter audience that we built from scratch (after being completely locked out of the original Twitter account with a more desirable handle)? Our tweets were seen by 6,595 in the last month we were handling things. Now, no one has seen a single tweet from the brand since they took over because they’ve just stopped posting and interacting with these valuable fans.
And those Instagrammers that we had painstakingly engaged with, driving them to share their own food pics with our tags to their networks? They haven’t seen a single thing either. The social media fans are just not being fed.
So what do these numbers mean?
They mean missed opportunities, missed customers and missed chances to turn fans into super fans. It means less butts in seats and food in mouths. And it ultimately means less positive thoughts about the brand.
People are living on social media and if you’re ignoring the chance to engage (or worse, posting grainy pics with lackluster captions), you’re sending a clear message but not a desirable one.