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New Editing Tools for Instagram

Instagram introduced an extensive palette of editing tools this week which will make posting effective pictures of your restaurants’s dishes exponentially easier.

Until now, the photo-sharing app has relied primarily on its pre-loaded filters to let users to change the look of their photos, along with a few other adjustments like tilt-shift and lux.   Unfortunately with many kitchens and dining rooms being either too bright or too dark it has been necessary for restaurant social media teams to use third party editors such as iPhoto to compensate.

New options with Filters

Instagram users can now use a sliding bar at the bottom of each editing screen to adjust the strength of each filter.

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Borders can also be added from each filter screen as well

Editing without filters

Instagram is now featuring one stop shopping for an impressive array of editing tools that will allow you to adjust the brightness, contrast, warmth, saturation, highlights and shadows.  You can also sharpen your picture as well as use a new tool called vignette that allows you to darken the corners of your photo to focus attention at the center of the shot.  These tools can be invaluable when shooting food.  For example you can compensate for the harsh neon glare that in the kitchen by amplifying the red and yellow tones with the Warmth editor.

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Having all of these tools available inside the app, instead of forcing users to save pictures, edit, than post, will make it much easier to post pictures of menu items on the fly in real time.  It will also not only save you time, it will also transform mediocre food pictures into mouthwatering photos.

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Hashtags and Restaurant Social Media – What You Need To Know

hashtags-facebookWhile hashtags might have begun life as easily referenced Twitter subjects they are not just the punchline of a Jimmy Fallon video (http://goo.gl/PJvuPM).  They have evolved into a unique communications platform unto themselves that can serve as the connective tissue between social media channels – and demographics.  They can instantly contextualize, categorize and connect your social media posts to your customer base as well as tap in to a larger conversation.

Hashtags can create compelling conversation points that invite participation and focus dialog around your messaging.  They can also serve the dual role of connecting your posts to a larger online community, while also inviting that same group in to see how your post relates to their interests.  A good example might be a post about your restaurant’s patronage of a local Farmer’s Market with a geo-specific tag such as #NYCLocavore – relating to the subject and furthering the conversation.

Relevance – This year’s Super Bowl was the best indication of how ubiquitous hashtag use has become to brands at all levels.  Hashtags were used in 58% of all commercials, up from 7% just two years ago, while the use of URLs, Facebook or Twitter tags had all declined significantly.  Hashtags are a one stop shopping solution to referencing your message across all platforms simultaneously.

Universality – Hashtags are now recognized by Twitter, Facebook, Instagram, Google +, Youtube and Vine.  The importance of horizontal messaging is now more important than ever.  Demographics for all of these platforms can vary dramatically – Twitter use is exploding with the over fifty crowd while Vine dominates with everyone under the age of twenty-five.  Hashtags provide a way to create connections between groups – with your restaurant being the center of the conversation.  Engagement and Viral reach can be multiplied exponentially.

Of course, as with any of these platforms and social marketing tools there is just a big a potential for misuse and self-defeating excess.  Incorrectly executed hashtags can just as easily marginalize your message – or even make it the subject of ridicule.

#Do’s and #Don’ts

#Organic – Create tags that relate to your message seamlessly and intuitively.  Readability counts – keep it brief, memorable and easy to spell.   Alliteration is your friend – clunky locutions are not.  Think #PerfectPizzaPairings vs. #BestWinesWithPizza.

#OriginalityCounts – Strive to come up with tags that are specific to your restaurant and content.  #DeliciousPizza or #GreatSteak don’t really drive the conversation – either practically or conceptually –   #FreshBurrattaPizza or #DryAgedSirloin do.   #SalsPizza isn’t going to do it – #SalsPizzaOn3rd should – always check first just to make sure.

#DoubleCheck – Take a second look to make sure that the hashtag you’re using can’t be misinterpreted or turned against you.  Recently McDonald’s used #McDStories to elicit happy anecdotes from satisfied customers. As you may have guessed  what they actually got was an easily referenced online collection of burger related horror stories.

#BeSpecific – One of the biggest crimes in the Hashtag universe is the use of generic terms, or, even worse, hashtagging every word in a sentence.  Hashtags such as #Food, #Burger, #Delicious become meaningless noise and more than anything else portray you as just slightly desperate for attention.  Hashtags augment and amplify – they connect and compliment – they do not compensate for lazy messaging.  Be creative and precise.

#UseCapitals – You can quickly see why British singer Susan Boyle regrets not using caps in her now infamous “#susanalbumparty” twitter post.  There is very little upside for saving the extra seconds by not using capitals in your tags, while ignoring them can have a potentially huge downside.  (Or, in this case, underside.)

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#BeSuccinct – Do not add more than a few hashtags to any post.  Tweets with three or less tags are twice as likely to be acted upon (favorited, answered, retweeted).  It is almost never a good idea to hashtag more than two or three words together – and it is definitely a bad idea to hashtag an entire sentence unless you actually are Jimmy Fallon.  While we all dream of creating the immediately adopted, ubiquitous meme, it is much more important to effectively convey your message.  Save all that creativity for your personal posts.

#Accessability –It’s important, especially when writing about food, that you establish a commonsense baseline for exactly how esoteric your cooking references will be.  You want people to follow the conversation, not Google it.  #PorkStuffedCabbage – yes – #PetitsFarci – no.

#Tools – there are online aggregation services – Tag Board and Rebel Mouse are two of the best – that will collect and collate your hashtags.  This is especially useful if you are running a promo using a hashtag as a reference point.  For instance – you invite patrons to post photos of their favorite dessert at your restaurant with including a specific hashtag and offer a prize for the post with the most interactions.  You can then compile all the entries into one handy page.  Tagboard is also very useful for checking for pre-existing hashtags across all platforms.  Another great tool is Rite Tag which actually checks your hashtag to see how original it is and what the statistical chances of it being discovered via hashtag search.

#Remember – be creative, succinct and consistent.  Hashtags can consolidate your messaging across platforms and help you reach and engage a much broader audience.  Not using them, or using them ineffectively, will deprive you of an increasingly vital communications tool.

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