When social media supercharges your customer engagement

​Social media planning and posting can feel like a one-and-done exercise: Conceive of eye-catching content, post it, hope for the best and move on. But if you’re strategic about your posts – and simply aware of how people respond to your brand – you can generate a response that’s far larger than any individual post. Take Chipotle’s recent experience on TikTok with a menu hack shared by two content creators on the platform. Late last year, the pair’s review of a Chipotle steak quesadilla with fajita veggies touted a do-it-yourself dressing made from the brand’s chipotle-honey vinaigrette and sour cream. So many people tried to order the off-menu item that Chipotle decided to promote it as a limited-time offer on its app and website this spring. When you consider potential contests, invitations to share menu preferences, or other outreach to customers via social media, think a few steps ahead. How might you use guest feedback to not only reward people for their loyalty but also demonstrate your own engagement with the people who enjoy your food most?

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