SOCIAL MEDIA
In order to expand their audience reach, Ruth’ s Chris should strengthen its national Instagram account. This will allow it to create an overall brand image and a single interactive space for its customers. We also suggest that Ruth’ s Chris begin more frequently promoting holiday and special event deals on its location-specific Facebook accounts, which offers new customers incentive to try Ruth’ s Chris for the first time. According to secondary research Facebook captures 72 percent of adult internet users. In addition, we suggest that Ruth’ s Chris tie in happy hour by offering a free drink for a post on Instagram with a Ruth’ s Chris specific hashtag. This would allow Ruth’ s Chris to share its message to a wider audience through word of mouth, which is essential in our target’ s decision making process. It doesn’ t totally cheapen the value of Ruth’ s Chris while still incentivizing customers to spread the word on social media.
Ruth’ s Chris should also build its community management by more frequently responding to customers’ comments, especially on Facebook. This allows it to develop ongoing relationships with customers who are already interested enough to reach out to the brand. Currently, Ruth’ s Chris is viewed as a chain restaurant lacking personality, so responding to customers concerns over social media is important in connecting with customers on a more personal level.
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