How to engage Millennials on social media

Much has been said in the media about what it takes for restaurants to gain a share of the revenue the Millennial crowd has to offer. We know they favor local, high-quality food and appreciate craft beer. They prefer organic, fair trade and knowing the origins of their food.

But how do restaurants catch their attention in the vast land of social media?

Joshua Swanson, a digital marketing executive and consultant with an admitted "addiction to starting businesses", answered that question last month during his session, "Understand & Engage Millennials Using Social," at the NRA 2015 show in Chicago. As the CEO of GoToMyApartment, an agency focused on digital marketing in the multifamily sector, Swanson's expertise focuses on the minds, feelings and actions of Millennial consumers, who were born between 1977 and 2000.

He said that the better restaurant operators understand this generation, the better they can craft marketing messages that inspire them to visit their restaurants. This generation grew up during a time of rapid change and have distinguishing worldviews, Swanson said, resulting in sharply different priorities, expectations and purchase behaviors from that of previous generations. For example, social media and texting are their most-preferred form of communication, and according to a Pew Research study, they make up 36 percent of the workforce, and 77 percent participate in loyalty programs. They are also more likely to visit upscale casual restaurants at least once a month, which is higher than Gen Xers and Baby Boomers, Swanson said. Deemed the "instant gratification" generation, they also make healthier choices than previous generations: 83 percent look down on smoking, for example.

What it takes to engage Millennials

A focus on health is key, Swanson said. If restaurants want to convert them into customers, they must first highlight healthy sections on their menus but also go a little deeper. Tell the story of your food — where it came from and what it's about via blogs and social media. Include calorie labels and capture photos of your chefs and staff at farmer's markets or preparing fresh, unprocessed food and post in places like Twitter and Instagram.Since social media is a major outlet of communication for millennials, 68 percent of them will search for information, reviews and recommendations, particularly from their friends, before patronizing a restaurant.

Millennials have also been known to  watch videos to gather information. Swanson stressed that restaurants can engage this group via YouTube by posting about topics that provide useful tips, such as, "Is there such a thing as sushi eating etiquette? You bet! Check out this wonderful video that sheds a little light on the cuisine we love so much."

"Social is simple," Swanson said. "It's telling stories with a specific audience in mind."

Millennials view social media as a "humanizing medium." They prefer authenticity over a sales pitch, and they want to hear the story of your restaurant. What seems mundane to you, is often considered brilliant to them, and they love a good deal, Swanson said. Encourage your marketers to use hashtags for promotions, such as #SundayBrunch to advertise discounts.

However, whatever you do, don't specifically state that you are marketing to millennials, Swanson cautioned. It can alienate other generations and ultimately comes off as inauthentic.

"Just tell your story with a millennial in mind," Swanson said.