With Milano’s expanding to its fourth location in 2014 and social media becoming more of a pay-to-play platform, the family-friendly Milano’s brand had to be refreshed and re-communicated so that people of all ages could fall in love with the Dayton-rooted restaurant all over again.
We recognized that Milano’s presence on social media needed to expand alongside its brick and mortar expansion. There would be an additional target audience to reach, but audiences in all four markets had to be satisfied. New seasonal menus allowed for fresh photography of delicious food—something people go crazy for on social media. We took advantage of sharing photos of Milano’s menu items, notifying followers in real-time whenever a new, world-class, local craft beer was being tapped (a trend that was becoming a passion for people in the Dayton/Cincinnati area), and communicating that Milano’s was the place to watch any sporting event (80-inch televisions make you feel like you’re at the game).
Milano’s social media success hasn’t always been about sharing content, however. Any time a customer shares feedback on social media, good or bad, we respond and we respond quickly and efficiently. Every single customer review is treated with respect and applied to making the business better. Engaging with fans on Twitter offers more of a laid-back, fun voice, but no matter what, our interaction is consistent across platforms.
Since Milano’s opened its fourth location in January 2014, their Facebook page has more than doubled from 4,000 fans to 10,500 fans in 2016. With an audience that’s passionate about food, sports, family, and craft beer, social media content will continue to be as fun and fulfilling to create as it has been for the last four years.