SOCIAL MEDIA
While our target is not heavy users of social media, in our primary research several people mentioned that they do check social media, especially Facebook. We also learned that people would be most likely to follow a restaurant on social media if it posted about unique events or offered special deals. This touchpoint is important because it plays a key role in the extended search and extended post-purchase steps of the consumer journey. While Ruth’ s Chris is currently present on Facebook, Instagram and Twitter, its content is split between several separate accounts for individual Ruth’ s Chris restaurants in different locations, which can make finding content confusing. Steps: 2, 6, & 7
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