Social Media SOP

Procedure#:HB SOP 67

Function:Employee Policies

Implementation: Date:110122

 

Policy: Social media is a strategic way that the Hillman Beer culture is shared and promoted. The objective is to be consistent in our posts and responses on Facebook and Instagram, as well as responses to guest reviews on Google, TripAdvisor, and Yelp. This consistency is maintained in the uniformity of our posts, attention to detail and using the same hashtags each time per location.

 

Procedure: 

  1. Access: The manager must gain approval for access to Facebook, Instagram, Google, TripAdvisor and Yelp.  
    1. Facebook- the manager will need to be added by Brandi as an editor and the manager must have a personal Facebook account.  
    2. Instagram- the manager will receive an account name and password from Brandi.  
    3. TripAdvisor, Yelp and Google- the GM’s will have access through their work emails and may have to reset log-in by selecting “forgot password.”
  2. Photo Tips For Posts
  3. Take a photo of the focus of the post with the environment in the frame. (Example: $3 Beer Day with the creek, flowers or the Hillman car in the background ) 
  4. There must always be the Hillman Beer logo in the photo in every post.  This can be from the beer glass, coaster or signage.
  5. Instagram
    1. Download the photo in Instagram and click ‘Edit’. Click on the following filters:  Structure, Sharpen and Tilt Shift. (Tilt Shift blurs the background and leaves the subject still in focus. Use this filter if you do not have portrait mode on your phone.)
  1. Click Next and add your description and hashtags.  To make the weekly specials posts a little easier, create a template on either your Notes app on your phone or somewhere on your computer if you are posting from your computer. 
  2. When you create your IG post, you can automatically have it post to the FB page.  You may have to edit the tags on the FB post when it copies over, but confirm all partners are tagged in both posts.
  1. Facebook & Instagram
    1. Wednesday Burger Special (BMV Example):

@hickorynutgap Farm Beef Patty,

If this burger isn’t your style, get a HB Classic Burger, any side with any Hillman Beer for $14 – EVERY WEDNESDAY!

.#comeandgetit, #avleats, #avlfood, #brewpubburger, #goodeats, #burgers, #hillmanbeer, #brewpub, #828isgreat, #HillmanBeer, #AVLBeer, #NCBeer, #Asheville,#ashevillebeer, #DrinkLocal, #AVL, #WNC, #BrewPub, #VisitAsheville,  #828isgreat, #craftbeer, #AshevilleNC, #avlbeercity, #avlbeerscene, #WNCBeer, #DrinkGoodBeer, #DrinkLocalBeer, #beerstagram, #craftbeerlife, #craftbrew, #beer, #beersofinstagram, #beerlover, #craftbeerlover, #drinkmorebeer, #beerlife, #romanticasheville, #hillmanbeeroldfort, #oldfortnc, #oldfort, #ashevillelocal, #ashevillefolk

Open 11am – 11pm

Then you can just add the burger of the day with the description.

  1. Use the designated Hashtags per location as follows: 

Use all of these hashtags when posting for the BOTH locations:

#HillmanBeer, #AVLBeer, #NCBeer, #Asheville,#ashevillebeer, #DrinkLocal, #AVL, #WNC, #BrewPub, #VisitAsheville,  #828isgreat, #craftbeer, #AshevilleNC, #avlbeercity, #avlbeerscene, #WNCBeer, #DrinkGoodBeer, #DrinkLocalBeer, #beerstagram, #craftbeerlife, #craftbrew, #beer, #beersofinstagram, #beerlover, #craftbeerlover, #drinkmorebeer, #beerlife, #romanticasheville, #hillmanbeeroldfort, #oldfortnc, #oldfort, #ashevillelocal, #ashevillefolk

Note: For Beer Releases at BOTH locations, we can add #beerrelease and the style of beer as a hashtag.

Example: #lager, #IPA

Note: For Burger Specials at BOTH locations, use hashtag above and add these:

#comeandgetit #avleats #avlfood #brewpubburger #goodeats #burgers #hillmanbeer #brewpub, #specials, #avlfood

Note: Wing Specials for Old Fort ONLY:

#wings, #avleats, #comeandgetit, #goodeats, #specials, #brewpubwings, #avlfood, #brewpub

  1. Click Next. Make sure you see Facebook as an auto post for your location so that your Instagram post will automatically post the same content on our Facebook page instead of posting twice.
  2. Click Post.  Then go to our Facebook page and make sure your post shows up on our page.  You can even “like” it.
  3. Other Helpful Tips for Postings
    1. Ensure you always post for our weekly specials (BMV – Wednesday Burger & Thirsty Thursday Beer, Thursday Trivia “Not Rocket Science Trivia”) and (OFT – Beer Money Monday, Wing Tuesday, Burger Wednesday, Trivia Thursday)
    2. Reposting tagged pics on FB and IG, liking our wholesale customers’ posts
  1. Timing of posts
  2. Wing, Beer, and $3 pint Specials- before 11am on day of the special
  3. Merchandise – as they arrive and on days outside of weekly specials
  4. Power in Pints & The Blood Connection – 1-2 days before, may be a promotion that is shared with you by email
  5. Community Posts- within 24 hours after the event, tagging the group involved if applicable
  6. Responding to reviews
    1. 48 hour timeline for responses on Yelp, TA, & Google
    2. Like/Thumbs up/Heart for FB & IG or reply with a “Thank you”
    3. Bad Reviews- consult with COO first (1 or 2 star reviews)
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