Keywords
restaurant business
PR
social networks
communication policy
How to Cite
Abstract
Conditions of high competition in the market of restaurant services stimulate enterprises to intensify communication policies and work on the image and reputation of the company. For the formation of the image of any enterprise, the following are important: a positive experience from using products (services), as well as broadcasting the theses of the company's positioning through the implementation of a communication policy. Companies increasingly use integrated marketing communications, for which social networks are a convenient implementation platform. Also, this promotion channel is suitable for the restaurant business due to its relative availability. However, a critical look at the effectiveness of social networks in image formation is very important. The question of motivating users to follow the pages of institutions is relevant. To fulfill the purpose of the research, a sociological survey was conducted, the results of which demonstrated that: - young people follow the pages of restaurant businesses mainly through Instagram; - for a restaurant business, a page in social networks is its own mass media, with a loyal audience and for subscribers, it is interesting, first of all, for the news of the establishment; - aesthetic content is more important for broadcasting the atmosphere; - reviews remain an important source of reputation formation. Monitoring of the pages of restaurant establishments in the most popular social networks showed that this platform creates several opportunities for the application of integrated and PR communications. Among the most popular techniques: demonstration of reviews, advertising with influencers, collaborations with influencers, broadcast of the atmosphere of the institution through aesthetic content and communication style, demonstration of expertise through useful publications or an expert blog, distribution of press packs, publication of news and broadcast of events. Some of these techniques are possible when implementing promotion types through other channels. For a successful communication policy, restaurant business enterprises need not to limit themselves to social networks, but to develop a promotion strategy using a range of types and channels of communication.
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