This document summarizes research on the use of social media by food and beverage small and medium enterprises in Singapore to improve productivity. It finds that while many local F&B merchants have been slow to adopt social media, those with tech-savvy owners who correctly use platforms like Facebook, Twitter, and Instagram have seen benefits. A survey of F&B businesses found 41 had Facebook pages, 12 had Twitter profiles, and 11 had Instagram accounts, but only 11, 4, and 3 respectively were active. A consumer survey found most felt social media was useful for promotions but merchants were slow to respond to feedback. The research identifies opportunities for F&B businesses to better utilize social media.
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Use of Social Media To Lift Productivity.pdf
1. Usage of Social Media to Raise Productivity
in the Food & Beverage Sector
Project on Productivity Improvement Among SMEs
NUS Business School
2. Objective
• investigate the usage of social media for
purposeful interaction, information sharing
and feedback between the customers and F&B
operators
3. Summary of Finding
• many F&B local merchants are slow to
embrace social media
• only certain merchants with tech-savvy
owners have been able to correctly use social
media.
4. Review on Use of Social Media
• Social media are computer-mediated tools
that allow people to create, share or exchange
information, ideas, and pictures/videos in
virtual communities and networks
• Social media and marketing purposes
• social media will also address customer
satisfaction issues
5. Platforms of Social Media
• Facebook :: 2.8 million users in Spore
• Twitter :: 400,000 users in Spore
• Instagram :: 200,000 (estd) users
Facebook Page Twitter
Profile
Instagram Account
(a)Number of Restaurants
with:
41 12 11
(b) Active Users: 11 4 3
(a) as % of Total sample of 88: 47% 14% 13%
(b) as % of Total sample of 88: 13% 5% 3%
6. Research Method
• F&Bs using social media
➢88 F&B ::
➢Active Users Facebook (11), Twitter(4) and
Instagram (3).
• Consumer Survey ::
➢66 respondents
• Findings: see Table 7.1
8. Issues from Consumer Survey
• Issue #1: Merchants are slow to react to feedback provided by customers
on Facebook, which reflects the importance of Management of the 8Ms.
• Issue #2: Customers are not aware of F&B merchants’ presence on social
media sites, which means the Messages that merchants want to carry
across did not reach their target readers and followers. This is a ‘leakage’
that should be plugged if merchants’ investments in social media are not
wasted.
• Issue #3: Related to the previous issue on publicity, merchants after
making forays into social media, they lack skill and strategies in retaining
the attention of the followers.
• Generally, the incentives offered by the restaurants are not generous
enough.
• There is uncertainty and ambivalence in the business strategy of treating
the participation in the social media as a form of advertisement (hence a
cost incurring activity) or social media as a long term revenue generating
channel.
9. Figure 6.4: Survey results from Pastamania’s customers about its Facebook page
10. Figure 6.5: Survey results from Group 1 & 2 respondents on
usefulness of social media
0 1
5
12
15
19
29
43
51
61
0
10
20
30
40
50
60
70
Not useful
at all
Extremely
Useless
Very useless Quite
useless
Neutral A little
useful
Quite useful Very useful Extremely
Useful
Completely
Useful
Cumulative Frequency Chart
11. Figure 6.6: Survey results on features/contents on social media
attract customers
21%
16%
34%
5%
7%
2%
3%
5%
3% 2% 2%
How to improve social media
Nil
Reply posts faster
More rewards
Frequent updates
Soliciting customers
Neutral
Pay for Facebook functions
Promotions and Frequent updates
More interesting
Endorsement
More professional