Noor Mian

Noor Mian

How can strategic use of social media and two-way communication help Main St. Gourmet Deli & Grill build customer relationships, influence consumer perceptions, and enhance overall business performance?

Professor Therese Fuerst

Research Methods in Public Relations

12 May, 2025

Small businesses operate in a highly competitive market, especially in the food service industries where customer options are abundant. To stand out, it is essential for these businesses to use social media, not just as a promotional tool, but as a way to showcase their brand identity, and connect with potential and repeating customers It is an essential tool for the growth and performance of a small food business however, strategic use is key in fostering these customer relationships, and increasing business success. My research aimed to investigate which social media tactics and usage influences customer behavior, loyalty, and brand perception to examine how my client, Main Street Gourmet Deli, could use social media more effectively to build customer trust and improve overall social media performance. 

My literature review was conducted to understand insights on social media usage. A key study found that customer-firm relationships are the most influential factor in improving business performance, which fosters two-way communication, trust and brand loyalty. This emphasizes that it is not simply being active on social media that drives performance, it’s how businesses build genuine connections with customers.

My interview with small marketing business owner Mohammed Sabri reinforces this idea, by showcasing how important social media is for building relationships, and reaching target audiences. His goal is to create relationships in a place where an audience is engaged with your content, and the best place he has found to do that is on social media, particularly Twitter. He emphasizes the value of feedback, networking and being authentic. He mentions how business decisions are impacted by customer feedback, and how social media can personalize a brand and become social proof of the company.

To test how vital social proof is of a business, a content analysis was done of three small restaurants in Buffalo, New York: Strong Hearts Buffalo, Gabriel’s Gate, and Banshee Irish Pub. The aim was to evaluate engagement levels across social media platforms, particularly Instagram and TikTok, and compare them to traditional media outlets, like Buffalo News, Visit Buffalo Niagara, and WKBW. I analyze the first and last three social media posts across each platform, examining likes, comments, and shares. Overall, the post with the most visually appealing content, community involvement, and customer focused narratives received the highest engagement. Visual storytelling and community focused posts create stronger engagement and customer loyalty than conventional media coverage. 

To gain further insight into consumer behavior, a survey was conducted to determine how strategic use of social media focusing on customer relationships influences how consumers view small food businesses. The Google Forms survey included 25 questions, with 23 required and two optional open-ended, and was distributed online through platforms like Twitter and Instagram. The sample size was 86 respondents. The survey employs a confidence level of 95% with a 5% margin of error. The results of the survey provided an understanding of how consistent and authentic interaction on social media strengthens trust and makes consumers feel more connected to a business. Though people may not interact with small food businesses on social media, the effect is that consumers feel much more connected to a small food business that is active and personal. Many stated that visually appealing content, menu updates and promotions, and local and community-based posts made them more likely to support a business. 

Based on my semester-long research, I recommend Main Street Gourmet Deli to prioritize visual content, engage consistently and authentically, understand consumer needs, and tie content to community events. Consistently posting high-quality and visually engaging photos and videos, especially on platforms that highlight this type of content such as Instagram and TikTok, can make a considerable difference on customer engagement. Two way communication is also very important in engaging consistently, and it is vital to make the effort to respond to customer comments, express appreciation and repost customer generated content. This reinforces brand loyalty and increases trust participating in local events, and supporting social causes builds reliability, and boosts community involvement. 

To summarize, social media is not an optional marketing tool, it is central to a small food businesses success. The strategic use of social media can help build long lasting relationships, increased brand visibility, and foster community loyalty.  With consistent and strategic use, customer engagement, and an authentic online presence, Main Street Gourmet Deli has immense potential to thrive within the competition.

Literature Review:

Social media use and performance of small businesses: a customer-centric perspective

Radebe, Sithembisile & Verkijika, Silas & Neneh, Brownhilder. (2023). Social media use and performance of small businesses: a customer-centric perspective. Baltic Journal of Management. 19. 10.1108/BJM-01-2023-0044. 

Relevance: understanding the role of social media for small businesses ad how to use tactics to improve company performance

This study tries to understand and test the role of social media in improving firm performance. A survey approach was used to collect data from 262 small businesses in South Africa. Social media is a tool of market intelligence to understand and serve customer needs, and this must be leveraged to its advantage. The three mediators are as follows: customer-center perspective which leverages social media to reach and engage with the target market. Customer-firm relationship shows the social closeness between the firm and its customers, and the customer-orientation refers to the understanding of target buyers to create superior value. According to the research, most businesses had no more than 10 employees and 53% had been operating for less than two years. Industries ranged from consumer services, real estate, and technology. Facebook (81.9%) was most used, followed by Instagram (36.8%) Twitter (28.6%) LinkedIn (18.1%) and YouTube (20.7%). Results showed that all three mediators influence performance, the strongest being customer-firm relationships. 

Appendix A:

Personally, to me this suggests that strategy matters in terms of how social media is used to build strong customer relationships, rather than just a media presence. Many small business owners might be inexperienced and lack the skills or time to fully incorporate or build these relationships into their social media accounts for growth or customer engagement. These relationships foster and contribute significantly to two way communication, trust, and brand loyalty.

Social media usage reveals recovery of small businesses after natural hazard events

Eyre, R., De Luca, F., & Simini, F. (2020). Social media usage reveals recovery of small businesses after natural hazard events. Nature communications, 11(1), 1629. https://doi.org/10.1038/s41467-020-15405-7

This study examines how monitoring social media activity post-disaster can help estimate how fast recovery in business activity occurs. This study sampled posts from Nepal, Puerto Rico, and Mexico. They used text analysis to obtain information about small business reopening dates using their Facebook content. The keywords that were used to indicate that a business reopened were “open again,” “reopen,” “normal” and “regular,” in their respective languages. The average downtime estimates using Facebook were as follows: 51 days for Kathmandu, 71 days for Puerto Rico and 55 days for Juchitan de Zaragoza. The study also used surveys to record the length of downtime, as well as the reason for closure. In Kathmandu, the average downtime was 41 days per the research field data. Facebook surveys were also done via this study to 52 of the businesses found on Facebook. The response rate was 30%, at 16 responses and the reported closure time was 63 days on average. Future studies could use the methodology by incorporating multiple social media platforms, and the contributing regional differences in social media usage. Appendix A:

Per my research question, social media in this day and age is incredibly useful. Not only is it used to address the local community, it can also be used to estimate post disaster recovery status for small businesses using their media activity. Traditional methods can be used, however they are costly and slow. Social media usage varies with location, and not all businesses have social media presence, which can introduce bias, depending on the geographical location, and population, however it is quick, requires minimal effort, and can be done at a moments notice from any wireless network with the business owner or social media poster, which is why it is such an amazing tool for small businesses to stay connected to the people and community.

Interview:

Subject: 

Mohammed Sabri has a marketing company that helps e-commerce brands through digital marketing and retention marketing. He has been in this space since 2018 but refined his approach since 2023.  The former Meta Marketing Specialist works to increase email revenue by optimizing campaigns and design for several brands and develops persuasive campaigns to enhance customer engagement and sales.  He networks and gains clients through social media, primarily Twitter.

Email: moh.sabri@elmntmarketing.com

Phone Number: 613-882-3017

Summary:

Mohammed Sabri uses social media for networking and to acquire clients. His focus is on helping e-commerce brands with digital advertising and email marketing. His primary platform is Twitter because of the tight knit community in the industry. His motivation is to expand his clientele, and add personalization to his brand. He reiterates that social media makes it easy to put a face to the brand’s name. He establishes that social media has influenced his relationships by providing social proof and credibility. Through Twitter, specifically, mutual connections and relationships have been built with clients and customers alike.

Interview Q/A:

Can you describe how your business currently uses social media?

I mainly use social media for networking and client acquisition. I help e-commerce brands through their digital advertising and their email marketing campaigns.  I also help on the front end to bring in new customers as well.

Which social media platforms do you find most effective for your business, and why?

Twitter the reason being that a lot of people in the same industry are in this space and know each other. We have a community. Is very easy to connect with people because people know each other and it’s a small community within Twitter.

What motivated you to incorporate social media into your business strategy?

I was already using upwork and cold outreach via email, but I wanted to expand.  The opportunity on social media is that it helps to be omnipresent and puts a face to the brand and personal name.  It helps from a personal branding aspect. People like to buy from people.

Which social media platforms do you rely on most, and why?

I primarily work on Twitter, or Upwork. The next step is LinkedIN connect with people in the space. I prefer Twitter because you can tap into the built in community. 

Is that due to the algorithm?

Yes, if you’re an account that is engaging with e-commerce content, you’re going to get people that tweet about that as well.  The engagement chances are high for popping onto people needing the services that I provide. We all follow the same people so that helps in gaining new clients and business opportunities.

How has social media influenced your relationship with customers?

It has influenced it very positively.  It helps put a face to the name, and it gets very easy to connect.  If you have content, and clean looking profiles, it gives new customers and clients social proof and is a testament to your reputation.  If I am reaching out to someone via email, they don’t really know who I am or anything about me.  Whereas on Twitter, if I am followed by someone they know and respect, it gives me virtual prestige and gives people the opportunity to see what I offer

Can you share an example of how social media has helped strengthen trust between your business and your customers?

Recently, someone put out a tweet looking for a partner with his e-commerce brand.  He wanted someone to push his winning products via advertising and remove himself from the business.  I followed him, but he didnt follow me, but I sent him a DM, and got a response due to the social proof that I had for who I was and what I offered.  We had mutuals as well and he took that into consideration. I have also noticed an increase in customer engagement or loyalty due to your social media presence.

How do you use social media to understand customer needs and preferences?

I do market research to find out what the customers’ problems are and how to tackle them.  Reddit is the forum that I use to find out people’s needs and wants. I want to relate to them, and understand their journey, and what their struggles are in order to understand customers better, and put that in the ads in order to see what best fits with the customers ideals.

Have you made any business decisions based on customer feedback received through social media?

Yes, however indirectly.  Indirect feedback is vital.  People don’t just tweet about their services and what they offer, they tweet about the journey.  People use Twitter as a personal brand first, and as a service second.  People post about their experiences and lessons, and that lets me run into issues vicariously and learn from their mistakes. I see that the person does exactly what I do, and so I might run into this issue sooner or later, and avoid dealing with that myself.

In what ways has social media helped you personalize your services or products for your customers?

As mentioned earlier, it really puts a face to the name, and becomes a way to personalize our brand.  You get to see your progress and your account is social proof of your brand.  It’s a lot more personal than cold calling or anything similar. Everyone has their own journey despite having the same career and goals, and people get to see that through your social media platform.

Do you involve your customers in the development of your products/services through social media? 

Yes, not directly, however every few months, I will ask customers for feedback.  If they have suggestions to improve what I have, I will use that to change or improve my tactics and/ or build something to combat issues.  

Can you give me an example of one time? 

One particular piece of feedback that I received was about my email design. My client appreciated the strategy, and the communication, however he needed better email designs.  The client said that if he had chosen to go another way and part ways with me and my team, it would be due to the email design.  I used that feedback to see what we were doing and how to improve, and mitigated that issue.

Have you noticed any improvements in business performance due to customer input or participation via social media?

I didn’t just get short term improvements, this feedback helped me with all of my clients.  I got to retain this client, and once I improved my design,it helped us not run into that issue again with anyone else.

What challenges do you face?

The biggest challenge is getting transparency, but that can be mitigated by encouraging honest feedback and constructive criticism and having clients and customers open up about what they want and need.

Have you seen measurable business growth or improvements due to your social media efforts? If yes, in what areas (e.g., sales, brand awareness, customer engagement)?

A lot of doors have definitely been opened due to networking.  I might not have signed a client directly, but the fact that I connected with someone can lead to doors opening in the future. When I meet someone on social media who is very respected in the ecommerce space, and they know a lot of people, they can connect me with people that are a good fit for me. Those people can act as a direct referral.  Let’s say I meet with Person A, who is well known and reputed. Then Person A meets with a company, but they don’t end up being a good fit together.  Person A can then recommend me for my services, which opens doors for me and puts me together with a client.

Do you believe social media provides a competitive advantage for small businesses? Why or why not?

Absolutely, it evens the playing field, and it makes things very personable and relatable.  A big business has many people between the client and the head of the company. There is a disconnect between the customer and the person at the top. With a small business, the person at the top is only 0-2 people away from the client in the hierarchy.  If you call me, you get to talk to me about your needs and what you want from the service, rather than other people through a grapevine.

What key performance indicators (KPIs) do you use to assess the success of your social media activities?

I use Twitter analytics and metrics including engagements either for my full account or individual tweets.  I can see DM’s sent, and calls booked through social media. I have been on Twitter for my business since 2021 and my analytics and engagements have improved drastically since then.  I see my gained followers and see engagement per tweet and see what work and when I see that engagement grow, I know that I am doing something right.  If I am not doing enough, I see that as an area of improvement and reflection.

Do you like using the Twitter analytics tool? Has that helped you?

Yes, I like seeing how the engagement varies tweet from tweet.  I also like to tweet about my personal life which can also indirectly bring in clients through putting a face to my brand.

How long have you been doing this?

I’ve been on Twitter since 2018, but I have been doing this since 2023.Took a while to find my stride.

That is all a part of learning and educating oneself on business strategies.

For sure! I’ve gotten more followers and connected with a lot more people.

Do you find it difficult to balance social media engagement with other business operations?

Yes, during the high season.  In Q4, everyone is worried about Black Friday and Christmas and getting the sales, however in Q1 I like to focus on client acquisition. You have to balance new opportunities, but ensure you’re keeping current clients happy.

Have you experienced any negative impacts from using social media, such as customer complaints or brand reputation issues?

I have not yet, but I have seen it from other people.  People will confuse their personal opinion and bring bad optics through controversial or political takes on their social media and that affects both their social and personal brand. Personal values are great, but when they are mixed into your business profile, they can bring upon missed opportunities and client aversion.

Are there any changes or improvements you plan to make in your social media strategy?

The main thing is volume.  I feel like there is a lot more opportunity, especially in my posts.  I would like to have tweets be set to go instead of waking up each day thinking about what to post.

There is so much out there on social media, infinite opportunities and the ceiling is quite high.  Does it get overwhelming?

Yes. There is an abundance of people already on the apps, there’s always new people, and new service providers, and there are a lot more connections and direct business opportunities to be had and made. There are opportunities for direct business and partnerships.

What advice would you give to other small business owners looking to use social media effectively?

I would say look to differentiate as much as you can.  See what works for others, and use that formula, but bring your own twist to your social media presence.  Be authentic and genuine.  Find your edge and niche.  You don’t want to look like everyone else.  We’ve all seen those robotic Instagram reels that follow the same formula, which seems scripted since users see that repeatedly. 

Has your business operations changed or been affected due to anything? (natural disasters, pandemics, tariffs?)

Some clients have been affected with tariffs and boycotts. I am Canadian but work with lots of American brands, though it has not affected me too much because I work primarily in email marketing.  Bringing in new customers is tough, but it’s easier to retain previous customers.

How do you use social media to communicate with your audience during this time?

Educate, entertain, and try to sell.  If you can’t sell, still try to educate and entertain so you are in good standing with your audience.  If there comes a time in the future where they want to buy, you are in a good position.

Did you notice an increase or decrease in customer engagement on social media since the tariffs and boycotts? 

There’s no difference, really.

Aside from social media, what other strategies did you use to improve business operations?

Referrals are huge.  They always say your network is your net worth. I like to ask “Who can help me out?”  Several people that I know, know several other people and they help with connecting businesses with clients. It’s easy to talk to others when there is a relationship already.

What lessons did you learn about the role of social media?

Differentiate!  I look at social media accounts that I want to be like, I ask myself “Why do I follow them in the first place? What makes them special?” Its like I put myself in my customers and clients shoes. Also, there needs to be more volume of posts. The most growth and engagement is due to several tweets and posts.  This is similar to other platforms as well.

What advice can you give to others using social media to expand their business?

Firstly, and I always preach this: stick to one thing and go all in. I knew this when I was younger but didn’t listen to it, but wish I did. It’s not worth it to look at one shiny object and get discouraged and move on to the next shiny object. I’ve tried it all and learned all shiny objects can make money, but only if you follow through and stick to what works for you and go all in.  Secondly, always adapt with the market.  The market will always change.  What worked 5 years ago wont work today. What’s working today won’t work in 5 years. For example, AI has and will bring upon a lot of change, but if you learn to incorporate  AI, you will see a lot more success and growth.  Don’t ignore the new changes, learn it and incorporate it, and you will see success. That is what is going to get you ahead now and in the future.

Appendix A:

I found the interview with Mohammed Sabri to be very insightful. My research on social media for small businesses seemed perfect for the type of business that Mohammed does, primarily focusing on personal branding, authenticity, and using customer focused communities to build his own network.  I found his reiteration about being authentic and genuine in your social media to be very insightful because it is vital when building relationships and being interesting to the target audience. At the end of the day, the goal is to create relationships, and that is only done when there is an audience watching your content. He emphasizes the value of feedback, whether that be directly, or indirect and that is vital for anyone using social media today. Not repeating other people‘s mistakes, and learning from other people’s success is incredibly important in this role. There are countless examples that one can find on social media, which emphasizes how it is important to be genuine and authentic. The possibilities are endless when it comes to opportunity, however, only when you are driven, and consistent. I appreciated Mohammed’s self-awareness in where he lacks, and about wanting to improve, especially with posting volume and content. Though he has been doing this for a few years now, he pushes the idea that no matter how experienced you are, there’s always something to learn and grow. I really admire his persistence in his own journey. His advice is vital for every role, to pick one thing and go all in. There are many opportunities to be chased, however, his persistence to be committed is something to be admired.  This interview was full of advice, and offered a different perspective on how to use social media for small businesses.

Appendix B:

My goal for creating the questions that I did was in order to understand the ways that social media can be used for small businesses, and what is the most effective platform, I also wanted to get examples and stories of how social media can be used correctly, as well as incorrectly. Based on his answers, I did ask further questions such as how social media can be personalized. I also asked for examples, especially when it came to feedback. I wanted to focus on the successes and challenges that can be faced by social media users, especially focusing on brands and small businesses. I also wanted to tie in how customer relationships are formed and maintained based on the articles that I read. I also wanted to see how social media usage can be used for more than just building an audience, but to understand how people think and behave when it comes to posting normally on the day-to-day, versus when operations change or are affected, which is why I focused on asking about boycott and tariffs. I also wanted there to be key takeaways, such as the lessons that can be learned about social media, and the advice that can be given to others.

Content Analysis:

Team Topic: Social Media for Small Business

Client: Main Street Gourmet Deli

Research Need: To determine how social media play a role in how people choose the small businesses to frequent

Part One: Objectives, Methodology, and Logistics

I would like to focus on how audience engagement varies on social media versus advertisements on traditional media, such as newspapers and online menus and how that supports small businesses.  To do this, I would need to see what particular elements are most effective in attracting and retaining customers to small businesses.  To test this,  I studied 3 local restaurants and compared their social media presence with their newspaper article, Uber Eats menu, and social media platforms, specifically TikTok and Instagram.  I choose to do local food businesses as they would be featured in local news, and would be considered on the smaller spectrum and not national.  The restaurants I chose were Strong Hearts Buffalo, Gabriel’s Gate, and Banshee Irish Pub as they are all central to Buffalo.

Part Two: Operationalizing:

The unit of analysis was the engagement on the first and last three social media posts on both Tiktok and Instagram.  As I cannot know how many followers each account had on each platform when they made their first three social media posts, I will be using their most recent followers count. I will also be looking at the most recent article featured on the news, specifically, on Buffalo News, Visit Buffalo Niagara and WKBW and analyzing comments, or other forms of engagement on those platforms. My hypothesis is that small businesses receive higher engagement rates on social media platforms compared to traditional media coverage.  Owned media is also the best tool for small businesses in order to gain a loyal customer base.

Part Three: Findings

• Strong Hearts Buffalo
  • Instagram: 6119 followers, 397 posts, 1 following
    • 3/16/2022
    • Oldest Post 1: Welcome to Strong Hearts
      • Picture of the Strong Hearts logo
      • 459 likes
      • 64 comments
      • 0 shares
    • 03/19/2022
    • Oldest Post 2: Vegan Buffalo Wings
      • Picture of their vegan Buffalo Wings
      • 373 likes
      • 29 comments
      • 0 shares
    • 3/22/2022
    • Oldest Post 3: Earth Crisis
      • Picture showing their vegan Chocolate Peanut Butter Milkshake, the Earth Crisis
      • 415 likes
      • 35 comments
      • 0 shares
    • 4/2/2025
    • Newest Post 1: Easter Meal
      • Slideshow on their Easter Meal featuring 4 pictures on their menu and pricing
      • 189 likes
      • 1 comments
      • 26 shares
    • 4/1/2025
    • Newest Post 2: Extended Summer Hours
      • Picture of the restaurants new hours
      • 158 likes
      • 1 comments
      • 9 shares
    • 3/30/2025
    • Newest Post 3: SH Sticker
      • Video showing the new matte Strong Hearts Logo stickers
      • 100 likes
      • 1 comments
      • 2 shares
  • Tiktok: 433 followers, 265 likes, 24 posts
    • 11/4/2020
    • Oldest Post 1: Welcome to Strong Hearts
      • Video w popular song showcasing the restaurant and interior and information on their locations and their Instagram
      • 53 likes
      • 2 comments
      • 1 save
      • 3 shares
    • 11/10/2025
    • Oldest Post 2: Breaks From Work
      • Video slideshow showing the employees having fun at work with Spongebob song remix
      • 9 likes
      • 0 comments
      • 0 save
      • 0 shares
    • 11/18/2020
    • Oldest Post 3: Egg Trick Muffin
      • Video showing their breakfast vegan egg sandwich
      • 5 likes
      • 0 comments
      • 0 save
      • 0 shares
    • 5/3/2021
    • Newest Post 1: Fried Pepperoni Sandwich
      • Video showcasing their new sandwich no music
      • 11 likes
      • 0 comments
      • 1 save
      • 0 shares
    • 5/17/2021
    • Newest Post 2
      • Video showing their vegan pastries and desserts delivered by Kathy’s cupcakes
      • 17 likes
      • 1 comments
      • 1 save
      • 0 shares
    • 6/16/2021
    • Newest Post 3
      • Video showing the new Bahn Mi Sandwich with popular neutral music
      • 45 likes
      • 1 comments
      • 1 save
      • 2 shares
  • Buffalo News: 10/10/2022
    • Photos showing the dishes that Strong Hearts has on the menu and the restaurant itself with details and captions.
      • 0 comments
  • Visit Buffalo Niagara: 10/5/2022, updated 2/3/2025:
    • Article about Strong Hearts, their offerings, and what makes them different
      • 0 comments
• Gabriel’s Gate
  • Instagram: 2053 followers, 160 posts, 11 following
    • 8/20/2019
    • Oldest Post 1: Logo of Gabriel’s Gate
      • Picture of the Gabriel’s Gate logo
      • 5 likes
      • 1 comments
      • 0 shares
    • 8/20/2019
    • Oldest Post 2: Family
      • Picture of the Gabriels Gates Owners Family
      • 5 likes
      • 0 comments
      • 0 shares
    • 12/29/2019
    • Oldest Post 3: New Years Eve Menu
      • Picture showing their New Years Eve menu 
      • 5 likes
      • 0 comments
      • 0 shares
    • 3/17/2025
    • Newest Post 1: Corned Beef
      • Picture showing their corned beef and cabbage for St. Paddy’s Day
      • 17 likes
      • 0 comments
      • 0 shares
    • 4/1/2025
    • Newest Post 2: Glass of Jameson
      • No caption, just a glass of Irish Whiskey
      • 6 likes
      • 0 comments
      • 0 shares
    • 3/30/2025
    • Newest Post 3: Fish Fry
      • Picture of their new Fish Fry
      • 65 likes
      • 2 comments
      • 2 shares
  • Tiktok: No Tiktok Account:
    • Though there is no TikTok account associated with Gabriel’s Gate, there are many Tiktok posts highlighting Gabriel’s Gates wings and their popularity.  The most liked post features PhatVick, the Wingman, eating wings from Gabriel’s Gate and giving a brief history of the restaurant, price breakdown and food review.
    • 21.7k likes
    • 188 comments
    • 898 saves
    • 583 shares
  • Buffalo News: Chicken Wings Gabriel’s Gate
    • 08/28/2020
    • A picture of a server holding a plate of wings from Gabriel’s Gate
  • WKBW:
    • 01/22/2021
    • Gabriel’s Gate being listed as one of the restaurants as a part of a lawsuit in order to stay open past 10pm per COVID rules
• Banshee Irish Pub:
  • Instagram: 2565 followers, 828 posts, 99 following
    • 7/29/2021
    • Oldest Post 1: Logo of the Banshee
      • Picture of the Banshee Irish Pub logo with the words “coming soon” in the caption
      • 23 likes
      • 0 comments
      • 0 shares
    • 03/19/2022
    • Oldest Post 2: Introduction: Conor Hawkins
      • Picture of Conor Hawkins, a co owner of the Banshee
      • 42 likes
      • 0 comments
      • 0 shares
    • 3/22/2022
    • Oldest Post 3: Introduction: Kevin Dargen
      • Picture of Kevin Dargan, a co owner of the Banshee
      • 67 likes
      • 8 comments
      • 0 shares
    • 4/7/2025
    • Newest Post 1: Congratulations
      • Picture of Aleksander Ovechkin holding a Queen City KOP Banner stating they would love to see him back at the pub soon
      • 139 likes
      • 1 comments
      • 63 shares
    • 4/3/2025
    • Newest Post 2: Picture of a Guiness
      • Picture of a Guinness with the caption stating that no matter what the tariffs say, the price of the Guiness at the pub will stay the same
      • 121 likes
      • 1 comments
      • 11 shares
    • 4/3/2025
    • Newest Post 3: Appreciation Party for Customers
      • Poster for a U2 Poster band coming to the Banshee for a customer appreciation party
      • 6 likes
      • 1 comments
      • 1 shares
  • Tiktok: No Tiktok Account
    • Though there is no TikTok account associated with Banshee Irish Pub, there are videos featuring Banshee Irish Pub including one from Visit Buffalo Niagara that shows the local Pride festival kickoff party was hosted at Banshee Irish Pub
    • 159 likes
    • 12 comments
    • 14 saves
    • 14 shares
  • Buffalo News:
    • 05/21/2024
    • 2 men robbed at gunpoint outside the Banshee Irish Pub
  • WKBW
    • 02/01/2025
    • Buffalo Bert announcing 6 more weeks of winter at the 12th annual Buffalo Groundhog Day at the Banshee Irish Pub

My research focuses on the engagement on social media posts versus traditional media.  This content analysis focuses on how social media platforms and traditional media influence customer choices regarding small businesses, by examining the social media presence and traditional media of three local Buffalo restaurants, Strong Hearts Buffalo, Gabriel’s Gate, and Banshee Irish pub. The platforms analyzed included Instagram and TikTok for social media, and Buffalo News, Visit Niagara Buffalo, and WKBW for traditional media. The hypothesis tested was small businesses receive higher engagement rates on social media compared to traditional media coverage. Additionally, I hypothesize that visual content on social media tracks for more engagement compared to photo, or text based posts or traditional media articles.

Visual storytelling is a powerful marketing and public relations tool for small businesses, especially when customers can visualize the experience and the food being offered by the small businesses. The locality and the followers of the small business indicates customer interest and loyalty. Defining is consistent with studies discussed in my literature review That the relationships fostered on social media contribute significantly to two way communication, trust, and brand loyalty.

According to my literature review and my research, customer relationships are critical to performance. The strongest factor influencing performance was the customer-firm relationship. Similarly, this finding aligns with my content analysis where posts that engage actively with customers, including commenting on community events and giving acknowledgement to commenters receive higher interaction. An example of this would be the Banshee Pub’s Instagram post celebrating Aleksander Ovechkin that received 63 shares and 139 likes in 10 hours. An opportunity that I could give to Main Street Gourmet Deli would be to focus on pictures, and videos, including visual storytelling as a tool to achieve leverage and serve customer needs. New media, including social media platforms, garner more engagement than traditional media methods, especially for small businesses, which can only get a certain amount of influence compared to other news material.

One thing to focus on, which ties in my literature review, as well as my content analysis, is that strategy matters more than the presence of a social media account. For example, Banshee Irish Pub has more than 800 posts, but they also have a lot more engagement on posts, including likes and comments. It is also important to post often and keep your customer base engaged.

Additionally, the two way communication model fosters brand loyalty, which shows how close relationships are maintained with customers via social media compared to traditional media methods. This is reflected in my analysis of comments and shares, which are more successful in customer engagement. I included news articles that might shed a negative light on the restaurant, such as the robbery outside Banshee Irish Pub, and a lawsuit featuring Gabriel’s Gate to show that a social media presence can help customers overlook negativity based on what is offered and shown on social media.

Opportunities for Main Street Gourmet Deli based on my research would be to create visual content and have a strategy. The posts featured by Gabriel’s Gate and Strong Hearts Buffalo that were not visually pleasing, had low engagement, versus pictures that highlighted aesthetically pleasing food and drinks. Traditional media offers professional photos, however, those posts are not as regular as social media posts. Another opportunity would be to build customer firm relationships through positive and frequent engagement. This can be done by having a hashtag where customers can post photos of their meals, as well as responding to comments frequently. Highlighting customer feedback shows appreciation and builds loyalty, especially for local small businesses. It is also important to monitor competitor strategies. As there is immense competition, it is important to review strategies of competitors and to identify and even replicate successful content types, and engagement tactics.

Challenges can include lack of time and resources to consistently post content or interact with customers. Another would be the management of multiple platforms. This ties into my literature review which highlights how many small businesses are not able to have one person consistently posting or interacting. One way to bypass this would be to dedicate time once a week to focusing on social media engagement. Another would be to hire a third-party to do so, however, that is not always fiscally possible. Another challenge is to establish a unique brand identity, which can be challenging when competing against other local and national businesses. One way to bypass this would be to develop a consistent style and brand voice, and a logo to assist with aided recall and brand awareness.

Additional research is needed in order to see which platforms align best with Main Street Gourmet Deli’s customer base and local community.  In order to enhance my research, I will need to expand to more platforms such as Facebook and Twitter to gather more data. I would also need to see which platforms are more effective for Main Street Gourmet Deli’s target audience. I would also need to conduct surveys and interviews from the current and potential customers to understand what their preferences are in the perception of the delis social media and online presence. This would help us find out the kind of content that resonates most with the audience which could include behind-the-scenes preparation videos, customer testimonials, or just visually engaging aesthetically pleasing posts. We would also need a Measure engagement overtime. How do followers engage with the content that small businesses such as Main Street Gourmet Deli post, and do followers correlate with trust and brand visibility?

Through my research, I have realized that visual content is incredibly important, however, the type of content that is posted is extremely important. High-quality photos, aesthetically pleasing visuals, and interesting videos with popular music are significantly more popular compared to text or promotional content. Another realization is the power of community engagement. Focusing on local events, and local people generate higher engagement from the community. Partnerships with other businesses, and posts tying the business to local events can be mutually beneficial. For example, Banshee Irish Pub hosting the 12th annual Buffalo Groundhog Day event resulted in engagement on traditional media, as well as social media, which brought in brand awareness and visibility. Similarly, this highlights how traditional media offers credibility and though there is engagement, traditional media is earned media- an incredibly powerful tool used to incorporate trust within the community. Through conducting this analysis, I have gained insight on how social media engagement compares to traditional media coverage for small businesses. The study has reinforced the idea that social media is a powerful marketing and public relations tool for small businesses, especially when used strategically and consistently. The importance of visual storytelling and strategic posting is incredibly significant, and supports my hypothesis that visual content is more effective at drawing attention and fostering engagement. Two way communication, and community centric posts also attract more interaction, positive responses, and brand loyalty. I recommend Main Street Gourmet Deli focus on creating appealing videos and photos, interacting with customers consistently, and aligning content with local events to increase engagement. Combining the social media efforts with traditional media coverage and reliability will provide an approach that gives credibility and provides a basis for customer engagement and loyalty.

Survey and Findings:

Research Need: To determine how the strategic use of social media to foster customer relationships influences how consumers view small food businesses.

Part One: Objectives, Methodology, and Logistics:

Social media has become an integral part of most people’s lives.  It is used to keep in touch with friends and family, connect and network for career opportunities, and has great uses for businesses. Many businesses today use social media as a means to connect with potential customers, and showcase their product and services to the world.  The use of social media as a means for this is impacted with how consumers view these accounts and platforms.

This study aims to examine how the strategic use of social media by small food businesses fosters customer relationships and shapes consumer perceptions of these businesses. The primary objective is to explore which social media practices- such as personalized engagement, types of media, and responsive communication- most effectively builds trust and loyalty among customers. The survey seeks to understand how active social media presence influences consumer attitudes, including credibility, brand image, and perceived authenticity dependent on their age, and area demographic and platform reliability. By identifying these key factors, the study will provide insights for small food businesses on how to leverage social media not just as a marketing tool, but as a platform for creating lasting connections and positive reputations within their communities.

My population was social media users of all ages, who regularly use social media.  We used Google Forms to create a 25 question survey, of which 23 were required, and 2 were open ended. I used convenience sampling to get survey participants. Since the survey was done online, there was no confined geographical location.  The survey was sent out to various participants on social media platforms including Twitter, and Instagram, and encouraged them to share the survey.

My survey employs a confidence level of 95% with a 5% margin or error. This value was calculated by using the online calculator Raosoft. Our population size is 110, sample is 86, and response distribution is at 50%.

Part Two: Data Findings and Research Observations

Age:

The survey was open to all ages, which ranges from 0-18 to 60+. Most participants ranged between 19-24 at 46.5% and 25-29 at 45.3%. 4.7% were aged 30-34, with 1.2% each for 0-18, 40-44, and 60+.

Area Demographics:

Most people live in a suburban area, at 53.5%. 29.1% live in a metropolitan area, while 15.1% live in the urban countryside and 2.3% live in a rural area.

Social Media Platform Use:

Instagram was the most used platform with my survey sample, at 86%. 77.9% use Twitter, and 70.9% use TikTok.  48.8% of people use Youtube, and Facebook was the least used at 15.1%.

Social Media Use for Food Related Content:

Instagram and TikTok were the highest used platforms for food related content, at 70.9% and 62.8% respectively. Youtube was used for 19.8% of people, while Facebook and Twitter were the least used at 11.6% and 10.5% respectively.

Questions:

My questions were a mix of yes or no, and were relative to the question being asked.  When asked how many times participants pursued social media, answers varied from multiple times a day to daily, and weekly.  When asked how often participants eat out, answers varied from daily, 2-3 times a week, weekly, every two weeks and monthly. Participants were also asked on a scale of no difference, a little connected, much more connected, and a lot more connected in terms of how they felt about consistent engagement on social media being a reflection of the establishment. The breakdown of the questions being asked is attached below:

Charts:

Part Three: Discussion, Conclusion, and Recommendations for Client

The direct results from our research highlights how vital social media has become for small food businesses in shaping consumer perceptions and fostering customer relationships. The demographic data suggest that the most engaged audience for small businesses on social media is primarily younger adults aged 19 to 29, living in suburban and metropolitan areas. This insight emphasizes the importance of tailoring social media strategies to the preferences and habits of this key demographic. This is a demographic that is on social media and uses it for their food exploration habits. 

Instagram and TikTok clearly stand out as the preferred platforms for both social media use and food related content. The platform offers visually driven content, which is an extremely effective way to showcase menu items, and create visually appealing posts. This also lets small businesses participate in trending food culture. Content that resonates most with consumers included, professional food photography, menu updates, local and community based posts and customer interactions and engagement.

Survey responses indicated that consistent and personalized engagement on social media can significantly increase the consumers feelings of connection and trust towards a small food business. Many participants stated that they feel much more connected to businesses that actively engaged with their followers. Additionally, the majority of people perceive a company’s online presence as a direct reflection of its values, and overall brand image.  

Social media influence is also extended to consumer behavior, with many respondents willing to travel further and spend more to try new food places discovered online. Features such as customer shout out, shock, value, and behind-the-scenes content of menu items increase not only engagement, but also loyalty. 

From the overall 86 responses, 30.2% stated that they have been influenced many times to visit or order from a small food business by social media, while 41.9% stated that they have been influenced. 45.3% stated that they would post their experience on a small food business if the experience was good, while only 32.6% stated they would not, no matter how the experience was. With an overwhelming 61.6% majority, most people stated that they would trust small businesses more when they respond to customer engagement. Similarly 59.3% stated that they would be likely to support a small food business to interact with its customers online, while 32.6% stated they would be very likely to. 

The open ended responses also showcase this as the 65 responses state small businesses stand out on social media due to their funny Tik Tok, their personality, and how they respond to feedback. This showcase is how important engagement and consistency are to a small business’s success. 

There were also 55 responses that shared a time a small business’s social media made the participants want to support them. Many responses stated that they like to support a business when they are doing something unique with their product. Many local shops posted Tik Tok, and because everything was very aesthetically pleasing, it made the participant want to check out the name of the café, and go there.  One person stated that they have worked in the food business for over 15 years and know that the face online is often not a true representation of that business, however, if a business attempts to promote themselves with food or a dining area that looks bad, the participant would not be willing to go there.

My recommendations for Main Street Gourmet Deli would be to prioritize Instagram and TikTok for their engagement. Focusing their social media efforts on these platforms would be the most beneficial, as these are the most popular amongst the target audience, and the most effective for food related content. I would also recommend them to regularly post high-quality photos, engaging videos, and stories to showcase the menu and daily specials. I would also emphasize how authentic and personalized interaction is extremely beneficial. Responding promptly to customer comments and messages, no matter whether they are positive or negative, in a professional and genuine manner, makes followers feel valued and connected to the business. I would also ask them to leverage community and trend based posts. Participating in local and community events will increase their visibility and relatability amongst local customers. I would also recommend to keep their branding, consistent and professional on all platforms, and post high-quality and aesthetically pleasing posts to improve credibility.

The valuable insights found by the survey suggest that for small food businesses, social media is not just a marketing channel, but a crucial tool for building a reputation and loyalty. The purchasing influence on social media is high in this strategic use of social media, while prioritizing authenticity, visual appeal, and two way engagement, can make a substantial difference in how small food businesses are perceived and supported by the community. Genuine and consistent interaction with followers can be vital to contributing to a small business’s success.

Appendix A:

How old are you?

0-18

19-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60+

• To understand age demographics

What type of environment do you live in?

Metropolitan City (Densely populated, highly developed urban areas with skyscrapers, major businesses, and cultural hubs.)

Suburban (Residential areas located on the outskirts of cities. Typically quieter than cities with more space, schools, and family-friendly amenities.)

Urban Countryside (A blend of rural and urban features—quiet, open spaces but still near enough to cities for commuting. Think farmland or nature near small towns or cities.)

Rural Area (Sparsely populated regions with lots of open land. People often rely on agriculture or local industries.)

• To understand where participants live and how it can impact the locality of businesses

Which social media platforms do you regularly use? (Select all that apply)

Instagram

Twitter/ X

TikTok

Facebook

Youtube

• To understand social media behaviors and preferences

How often do you check social media?

Multiple times a day

Once a day

2-3 times a week

Weekly

• Additionally to understand social media behavior

Which social media platforms do you regularly use to follow food-related content or businesses? (Select all that apply)

Instagram

Twitter/X

TikTok

Facebook

YouTube

• To understand which platforms are most popular with food related content with particular demographics

How often do you eat from small/local food businesses?

Daily

2-3 times a week

Weekly

Every 2 weeks

Monthly

Rarely

• To understand peoples eating out habits

Have you ever followed a small/local food business on social media?

Yes

No

• To understand people’s food related social media habits

What might make you follow a small food business online? (Select all that apply)

Professional/ aesthetically pleasing food photos

Menu updates or promotions

Videos following trends

Local/ community based posts

Behind-the-scenes content

Customer interactions and engagement

Giveaways or contests

Influencer photo/ video reviews

Shock value (ex: cheese pulls)

• To understand what makes people interested in food related content

How often do you interact (like, comment, share, message) with small food businesses on social media?

Very often

Sometimes

Rarely

Never

• To discover how often often people interact with small food business social media

How important is it to you that a small food business actively engages with its followers on social media?

Very important

Somewhat important

Not important

• To understand how important engagement is to participants

Do you feel more connected to small food businesses that are active and personal on social media?

Yes, much more connected

A little more connected

No difference

I don’t notice/ care

• To figure out the connection between social media activity and participant connectivity.

Do you believe that a company’s online presence is a reflection of the establishment?

Yes

Somewhat

No

• To find out how important an online presence is to participants

How far are you willing to travel to try out new food places?

Walking distance (Less than 2 miles)

5-10 mins driving

11-20 mins driving

21-30 mins driving

31-60 mins driving

60+ mins driving

• To understand how far participants would be willing to go (in order to see how far small businesses can advertise their promoted posts)

How much are you willing to spend to try out a new small business food place you found on social media?

Less than $10

$11-$25

$26-50

$50-$100

$100+

• To understand how much people are willing to spend on trying out a new food place

How likely are you to support (buy from or recommend) a small food business that interacts with its customers online?

Very likely

Likely

Unlikely

Very unlikely

• To understand how participants feel about customer interaction

Do you have dietary requirements/ preferences that influence which food places you try?

No

Yes, Kosher

Yes, Halal

Yes, Vegan

Yes, Gluten-Free

Yes, Pescatarian

Yes, Keto

Yes, High-Protein Health Foods

Other:

• To figure out what food preferences make people more willing to try out a food place

Do trending products influence your choices to try out a restaurant that has that product?

Yes

No

Somewhat

• To understands trends and their impact on participants

Has a small business’s social media ever influenced you to visit or order from them?

Yes, many times

Yes, sometimes

Yes, rarely

Maybe once

Never

• How social media influences participants to visit the small food business 

Would you post your experience on a small food business social media page? 

Yes, only if it was good

Yes, only if it was bad

Yes, I would, no matter how the experience was

No, I wouldn’t, no matter how the experience was

• To figure out how often people post and what might make them willing to post

Do you trust small food businesses more when they respond to customer comments, questions, or reviews?

Yes

Somewhat

No

• To understand how engagement influences trust

Does seeing behind-the-scenes content (e.g., food prep, staff, sourcing ingredients) make you feel more loyal or connected to a small food business?

Yes, very connected

Yes, somewhat connected

No, it does not matter

I don’t care/ notice

• To understand how loyalty is affected by certain content

In your opinion, does social media reflect a small business’s values and personality?

Yes

Somewhat

No

• To understand the overall question of trust with customer engagement

What makes a small food business stand out to you on social media?

• I wanted to understand with an open ended question how people respond to social media posts for small food businesses

Can you share a time when a small business’s social media made you want to support them?

• To understand how people go above and beyond to support small food businesses and how they might use that to improve customer engagement and loyalty.

References:

Libby March / News Staff Photographer. (2022, October 10). Photos: See the dishes and spaces of Strong Hearts Buffalo. Buffalo News. https://buffalonews.com/photos-see-the-dishes-and-spaces-of-strong-hearts-buffalo/collection_c4ee5460-3eab-11ed-ab78-3f23b88c3d9e.html

Fulton, T. (2025, February 3). Strong Hearts Buffalo Grows the Buffalo vegan scene – Visit Buffalo Niagara. Visit Buffalo Niagara. https://www.visitbuffaloniagara.com/strong-hearts-buffalo-grows-the-buffalo-vegan-scene/

StrongHearts716. (n.d.). Instagram. https://www.instagram.com/stronghearts716/?hl=en

TikTok – Make your day. (n.d.). https://www.tiktok.com/@stronghearts315?lang=en

TikTok – Make your day. (n.d.-b). https://www.tiktok.com/@visitbuffaloniagara/video/7375183981802818862?_t=ZT-8vKHkGhRqMl&_r=1

TikTok – Make your day. (n.d.-c). https://www.tiktok.com/@phatvick/video/7395985083607452974?_t=ZT-8vKHo795bnm&_r=1

GabrielsGate. (n.d.). Instagram. https://www.instagram.com/gabrielsgate/

TheBansheeIrishPub. (n.d.). Instagram. https://www.instagram.com/thebansheeirishpub/?hl=en

Francesca Bond Special to The News. (2024, January 2). Warm up by the fire at these bars, restaurants. Buffalo News. https://buffalonews.com/life-entertainment/article_908b1862-9f61-11ee-b451-47daf0c53b50.html

Robert Kirkham / Buffalo News. (2020, August 28). Chicken Wings Gabriel’s Gate. Buffalo News. https://buffalonews.com/multimedia/chicken-wings-gabriels-gate/image_b53b55c2-e96c-11ea-b8b3-fbe1076f6fd4.html

Heid, D. (2025, February 3). WKBW 7 News Buffalo. WKBW 7 News Buffalo. https://www.wkbw.com/news/local-news/buffalo/100-accurate-buffalo-bert-predicts-six-more-weeks-of-winter-during-buffalo-groundhog-day-celebration

Kassahun, P. (2024, May 22). WKBW 7 News Buffalo. WKBW 7 News Buffalo. https://www.wkbw.com/news/local-news/buffalo/it-kind-of-came-out-of-nowhere-young-irish-man-on-work-visa-gets-robbed-at-gunpoint-on-chippewa