Social media can be highly effective for foodservice – predominantly via Instagram and Facebook – when it’s done right. But it’s also easy to get things wrong!

The key ingredient for success in any social media marketing is customer engagement, generated by building a rapport with your audience. And with more than 75 per cent of Australians currently engaged in some form of social media – the majority via handheld devices such as mobiles and tablets – it’s an important way of building brand awareness and encouraging product trial.

We’ve all seen it: foodservice businesses that go all out to promote themselves on their social media feeds, with Instagram accounts and Facebook pages bedecked with stunning food shots, smiling influencers and the promise of an unforgettable experience.