Weekly assignment: choose a hospitality or tourism company and evaluate its social media presence, audience, engagement, content quality and frequency, and other factors, then give at least 150 words of suggestions.
Business: Wine Bar George, https://winebargeorge.com/
Social media presence
- Walt Disney World / Disney Springs site
- Website
- Threads
It seems they are choosing to post on channels that have wide reach across all people types. They have an X account but seem to have not posted anything, ever. And TikTok has nothing on them too.
Their whole choosing of platforms seems to revolve around sophistication and reach, where mostly the latter is more important than the former. The information provided below points to reasons.
Audience
It seems, from their choice of platforms, they have everyone in mind. Facebook has the most users, and those users are skewing older now. They do not seem to care about the young market as they've no activity on other platforms. Threads and Instagram are a bit more focused on that sophisticated crowd with money.
Engagement
They are active on their platforms, and I see evidence of them engaging with replies. They do not get many replies, and their like count is low on each. Threads especially has almost no engagement. Facebook has the greatest number of well-engaged posts.
Content quality
Their videos are extremely well produced. There's evidence of well-designed shots, tightly edited clips, and beautifully designed graphics. They spend a lot of time on those posts. The face of the post is not some influencer but George from Wine Bar George himself. The shots are well designed, and the food looks incredibly appetizing. The content is appropriate for the look they are going for.
Content frequency
They post two to three times a week on Facebook, Threads, and Instagram. This seems to be adequate. If their target audience is older, sophisticated adults, then this frequency works for the restaurant as those folks are not on social media constantly.
Other categories
Wine Bar George is part of the Disney bubble here in Orlando. It is certainly one-of-a-kind, but it is also inside the Disney security net. So, I think it should be considered in these terms.
There are a ton of Disney adults that post videos about different parts of the property. Wine Bar George is frequently reviewed and explained on those sites. I think I first learned about this establishment from a Disney-adult YouTube video. These videos are their social media presence by others. We could count up how many times in the past year this business is reviewed by others.
Suggestions
Wine Bar George has great-looking posts. The food is appealing, the drinks are bright and shiny, and George is engaging. They seem to be doing okay on their own.
But there are a ton of videos on YouTube and other platforms by content creators that they could lean into, promote, and comment on. They should be scouring the Disney fan sites to engage with the creator and the replies. There are hundreds of Wine Bar George review videos on YouTube; they should be replying on each one.
I do not engage with TikTok myself, but that is one of the more modern and popular social media platforms. So they should jump into there and start posting. Same for YouTube; they do not have a channel.
I would also feature more folks in the restaurant, repeat customers and employees. The staff that interacts with the guests or prepares their food can be used to appeal to new guests. They can create restaurant-related identities that promote the business in some way.
Finally I would suggest they do more to reply to those that post. Social Media presence is about interacting, not just posting. They need to be engaged by answering questions, offering discounts, and by allowing their personality to shine forth.