It’s easy to look at your restaurant’s social media account as a conduit for connecting with your guests and your community, but if you’re not applying a marketing approach to it, you could be missing opportunities to turn online traffic into sales. To ensure your social media strategy is designed to bring in business, Upserve suggests you first calculate your customer acquisition cost. Divide the money you spend on social media by the number of new customers you acquire during the period in which the money was spent. It will tell you how you have benefited from the marketing dollars you have invested — and if you need to tweak your campaigns. Next, understand who (or what) is behind the “likes” you receive. You might pay a social media marketer to promote your post, resulting in hundreds of new likes and followers, but if those followers are bots, other social media managers, or people thousands of miles away from your restaurant, their support won’t translate into sales. Finally, get support from the right person but know enough about social media and what you want it to help you achieve. Hiring a social media manager can help you set a strategy to promote your restaurant but for the sake of building and sustaining a genuine connection with your community, you don’t want to outsource it all. You might use a social media manager for larger projects — videos, advertisements and games, for example, or for help in identifying local social media influencers who can boost your brand in the community — but handle all customer inquiries and reviews yourself.