I spend a lot of time on social media, much of it on behalf of APPCA. I started to notice a lot of interesting tweets coming from an APPCA member, Angela Capanna of Eat Your Heart Out Edibles. She serves South Jersey, Philadelphia and Pennsylvania, and Delaware. The tweets are engaging and fun. She clearly knows what she’s doing. So I asked her to share her strategy and approach. She generously has–and I hope she inspires you to do more and do it thoughtfully as part of your marketing strategy.

My website is the primary source of new leads for my business, Eat Your Heart Out, and social media has become a significant driver of traffic there – as well as direct inquiries, I might add. As a busy chef, I operate on the KISS principle (keep it short and simple!)…I use two main channels – Facebook and Instagram (eatyourheartoutedibles). I have Facebook set up to auto-post to Twitter (@EYHOEdibles) – two for the price of one! LOL).

I make sure to stay consistent with posting timing; I post by 10 a.m. and again between 5-7 p.m. daily. If I have time, I’ll do a third post in afternoon. That allows me to catch followers’ attention no matter what time of day they’re on social media. Another point of consistency is that I always use certain hashtags with every post. I do roughly the same posts on Facebook and Instagram, modifying if needed for format.

In terms of content, of course the majority of my posts have to do with meals that I am cooking, or recent catering events – always with at least one picture. (Here’s my Grilled Mediterranean Chicken and Quinoa Salad.)

I also try to post something “personal” a few times a week, as that really engages followers. (I have read studies on this, and I find this to be true with people I follow). Overall, with everything I post I try to represent my brand image. What I mean by “brand image” is that I like to keep my posts mostly about food/cooking/personal cheffing/catering, with a few personal posts about me – but never about politics, current events, etc. I always try to keep anything too personal off my EYHOE social media so that whatever I post ultimately points back to my business – food and cooking. I guess you could say that my brand image is one of a creative, somewhat adventurous, chef who takes food, but not herself, seriously.

One approach that I have found to generate a lot of “engagement” is my “Name that Food” game, where I post an unusual picture of a food, and ask my followers to identify it. I also suggest that they like and share the post to get their friends in on the fun – which can result in more followers for me! Then I post the answer, usually the next day, with a “normal” picture of the food, replying to/tagging the commenters to keep them involved. Here’s a close-up of a “Rambutan”, the edible fruit of a tree from Southeast Asia.

Once the prickly skin is peeled away, the fruit reveals a sweet and juicy flesh, with bitter seeds found in the center. The second picture is “the big reveal.”

I also use social media to promote my blog, “Annie’s Anecdotes.” Whenever I have a new blog post, I will post a lead-in and link to the blog on Facebook and Instagram, to generate blog readership.

While making these posts does take a certain amount of my time, I def think it is worth that investment. I love engaging/getting personal with my followers on social media. The best part of social media is the engagement with followers! After all, I am a “personal chef”! love going back and forth with them; their comments are often insightful.

Chefs, are you active on social media? What is your strategy? How’s it working?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

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No doubt many–dare I say most–of you engage both personally and professionally on various social media platforms. We’ve spent a lot of time here explaining the hows and whys to help you benefit from having a presence. But we may be overdue in encouraging you to find APPCA on social media. We’re on Facebook, both with a page and a group, and Twitter. And this doesn’t count our private groups on our website.

Our Facebook business page has more than 2,500 likes. It’s filled with great food information–from links to recipes and food trends to tips on healthy eating, nutrition updates, professional strategies… basically the wealth of useful information out there on the web geared to educate and inspire. I update the page four times a day during the work week and often ask questions related to the content so we can have a dialogue and share information with one another. It’s also where I link our weekly à la minute blog post on Tuesday mornings.

The Facebook group page has 1,139 members. It’s a closed group and Dennis and Candy decide who may join it–and we get a lot of requests. It’s very similar to our APPCA forums, only on Facebook. Are you getting what you think are spam requests for service? Do you have a question about how to use an ingredient or cook for a client with a specific health issue? This is a great place to post and get back helpful insights from colleagues.

For example, back in October APPCA member Perry McCown posted that he now had his first client with a no-egg requirement. He needed suggestions for an alternative binder.

” I recently connected with a new client with a few allergies, one was no eggs,” he told me. “It was a new requirement for me. Feeling very limited, I posted this to my fellow APPCA members confident someone has been there. Wow, it was hours before I had responses from several and the knowledge that came with it. I embraced that guidance quickly and have had beautiful results. Flax seeds being simmered…lead to corn bread my clients love and have asked for a few times. I’m not hesitant to do pie crusts on my beef pot pies using the exact egg replacer taught to me by our community. I was not limited, I just needed to be educated by my fellow chefs.”

Our Facebook group page is also a cool place to share referrals–this happens frequently. Our members also often share photos of successful meals they’ve created and share menus–or ask questions to get help with new menus.

Finally, we have our Twitter account. Follow us on Twitter and engage with other personal chefs, pick up links to useful information on all things food, and show off your own accomplishments. We’d love to hear from you and share your achievements.

No matter which of these platforms you use, when you connect with us, please say hi! Start a conversation. Ask a question. Post a great photo of a dish you’ve made. It’s social for a reason!

What social media platforms are you engaged in? What are you looking to get out of the experience?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

And if you are a member and have a special talent to share on this blog, let us know so we can feature you!

 

Be Sociable, Share!

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