QUALITALY_97

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FEB. MAR. 2017
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strategy or as a last resort is wrong.
In the beginning everything was
followed internally by an experienced
person, who was also our maître,
but afterwards with the growth of
our business, it has been necessary
to create the position of social media
manager”.
Spataro: “The profile of Treebar is
present and broadcast on all the most
popular social media. The majority of
the publicity traffic and investments
occur on Facebook. In our company,
nearly all the partners have a specific
role in relation to their skills and
characteristics”.
Petruzzelli: “I have three existing
activities on Facebook, managed by
myself, my partners and sometimes
even by my employees.”
Which instrument do you use to
update the social media linked
to your establishment? Tablet,
smartphone or computer?
Grasso: “Cell phone. Nowadays the
apps to update social media are more
efficient and work better than if you
manage everything from a permanent
place. To coordinate social media
means mainly to manage a real-
time experience (Instagram stories,
Snapchat) and interact with followers.
Thus managing it without a handy
and immediate instrument such as a
smartphone would not give the same
results.”
Spataro: “By taking charge of it
personally, even the visual content
and copywriting, I alternately use all
three depending on the application
that I need and of the context in
which I find myself”. Petruzzelli: “I
update on social the pages of my
premises with my computer”.
Which social media platform gives
more visibility?
Grasso: “Instagram, talking about
catering obviously. It is in continuous
growth”.
Spataro: “Facebook, but we are also
increasing rapidly on Instagram.
We use Twitter only for a few quick
updates for special events but we
reply immediately in the case of
mentions or direct messages. In the
past we’ve considered the possibility
of assigning a dedicated resource to
intensify the traffic and the volume of
tweets but we haven’t done so as yet”.
Petruzzelli: “The primary social
platform that gives me most results is
Facebook, followed by YouTube.
How do you promote the pages of a
social platform?
Grasso: “Strategically we use
sponsorship. For companies and
commercial activities, social media is
no longer a free instrument as many
mistakenly think. We use sponsorship
two or three times per month on
average, in addition to special events”.
Spataro: “We try to apply a balanced
strategy depending on content
between a payable post and a post
that we try to circulate organically.
We continually experiment with
different forms of communication and
we adjust by analysing the results”.
Petruzzelli: “Independently and
sometimes through payment”.
What percentage of customers
arrive thanks to social?
Grasso: “50%”.
Spataro: “It is difficult to determine
scientifically an exact percentage
but we found on many important
occasions they come back directly
and indirectly from our activities
on social. Either way, the rise in
popularity and the success of the
place is comparable to the increase of
the followers on the networks. Who
knows if this is by chance?”.
Petruzzelli: “I believe that through
social media the increase of
customers is approximately 10-15%.”
An official internet website is
important and effective, compared
to social media?
Grasso: “Certainly. The website is
deliberately very simple and clear,
without too much content and is
essential to reserve a table or for
the take-away service. We want our
customers to use our social to know
our mood and what’s new as we are
always updating (and easier to update
than a web site)”.
Spataro: “We have an internet website
that I promise myself to make more
... social within this year with the
introduction of a blog”.
Petruzzelli: “My activities have their
own internet websites and anyway
the presence on social media is
always important”.
How much has your work changed
since social mania?
Grasso: “Since social mania, the
customer always needs a more human
contact and a good service. We spoil
him. All our staff smile and are
willing to give a unique experience.
And the social customer appreciates
this very much.”
Spataro: “As far as I am concerned not
only has it changed my work, but it
has become... my work”.
Petruzzelli: “With social media my
work has changed a lot, to the extent
that it is strange to contact people
virtually. But that’s how it is”.
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BOX
The websites of the establishments
taken into consideration:
Bomakiuramakeria
saintpatrickbarletta
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BOX
How to promote a restaurant
MAGAZINE
Francesco Petruzzelli
Luca Spataro
Giuseppe Grasso