Review of Literature
Experts explain the importance of consistency, authenticity, and interactivity when engaging Gen Z on social media. Research highlights the value of tools like content calendars, humorous posts, and relatable branding. These strategies help family-owned restaurants build trust and stand out online.
Why Content Calendars Enhance Businesses Social Media
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Experts have emphasized the significance of content calendars in optimizing social media marketing efforts and enhancing overall business strategies. Aishwarya Suresh and Karishma Borkakoty, content writers and marketers for Sprinklr, go in depth on how to optimize productivity by using a content calendar. According to the blog, a content calendar “ensures a consistent posting schedule, aligns your content with your marketing goals, and avoids the stress of last-minute posting” (para 3). This highlights that having a structured calendar helps businesses map out their content in advance, ensuring that it aligns with key business objectives and seasonal promotions, ultimately resulting in a more organized approach. The blog further explains that content calendars make it possible for businesses to stay consistent in their posting schedule, which is crucial in maintaining audience engagement and growing brand presence. By planning content ahead of time, businesses can manage multiple campaigns simultaneously, saving both time and resources.
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Additionally, Mark Walker-Ford, managing director at Red Website Design, supports this view stating that a content calendar “helps you keep track of what's performing, so you can upkeep your content quality and consistency” (photo 4). This assertion highlights that the ability to map out a long-term content strategy not only enhances operational efficiency but also ensures that content is timely and relevant, making it easier for businesses to keep up with trends and audience expectations. Furthermore, the article notes that content calendars allow for better team coordination, ensuring that everyone involved in the content creation and approval process is on the same page. This reduces the likelihood of overlapping posts or missed opportunities for timely engagement.
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Both Sprinklr and Social Media Today illustrate that content calendars are not just about scheduling posts but are a vital tool in building a more cohesive and strategic social media presence. By planning content in advance, businesses are able to enhance their messaging, improve audience engagement, and ultimately drive growth. These authors clearly show that adopting a content calendar strategy leads to a more streamlined, effective, and results-driven approach to social media marketing.​​​
Why Content Calendars Promote Consistency and Reduces Stress
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Kristen Nevins, who has over a decade of experience in marketing and communications and writes for Direct Connection USA highlights four major benefits of implementing a social media content calendar. According to the blog, a content calendar “improves posting consistency, keeps your business timely, reduces everyday stress, and increases your following” (para 3,4,5,6). This highlights that having a structured calendar allows businesses to plan their content in advance, ensuring that it aligns with strategic goals and industry trends, ultimately leading to a more effective social media approach. The blog further explains that content calendars contribute to better audience engagement by preventing irregular posting habits, which can cause a decline in follower interaction. By having a well-structured plan, businesses can create and distribute content in a timely manner, increasing efficiency and reducing last-minute stress.
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Additionally, Kelly Mickey, marketing analyst for Hinge Marketing supports this perspective, stating that by using a content calendar you are promoting consistency and credibility. “Consistency—posting and engaging frequently or on a regular schedule—is critical to building trust and credibility with prospects who may have never heard of your firm before.” (para 20). As the quote emphasizes, regularly sharing content helps build trust and credibility, especially with new audiences. By planning posts in advance, a content calendar ensures a steady flow of updates, keeping your brand active and top of mind.
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Both Direct Connection USA and Hinge Marketing illustrate that content calendars are essential tools for maintaining consistency and driving strategic social media success. By implementing a well-planned approach, businesses can enhance audience engagement, improve content organization, and ultimately achieve long-term marketing growth. These sources clearly demonstrate that adopting a content calendar leads to a more structured, effective, and results-driven social media strategy.
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Importance of Recognizing Algorithm on Social media
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Experts have emphasized the importance of changing your social media algorithm when wanting to make sure you reach the right audience. It shows the right efforts in hopes to reach the right group of people who the Old Spaghetti Factory is wanting to reach specifically. Xavier Harding writes about how to change the algorithm that you have on your own TikTok page. He states, "actively seek out content related to different topics. If you look for a keyword or hashtag and engage with videos on that topic, that's a great way to introduce something new to your algorithmic diet," (Salvatore & Harding). This can be applied to incorporate what the Old Spaghetti Factory posts to make sure they are reaching the right algorithm. Making sure they are posting content that is popular at the time that can be shown on our for you pages is going to be most important.
Why Having Humorous Content Will Enhance your Social Media Presence
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Experts say that creating funny and viral content will help boost your algorithm and help your videos be seen by many. Making viral content will allow your business or organization to boost and be more successful. Joanna Kelleigh writes in her blog, The 10 Best Viral Content Ideas for Social Media Platforms, "There are many reasons to use viral content in your marketing strategy. First, it's a great way to get your message out there. By sharing content that is interesting and engaging, you can increase awareness of your brand or product and reach a larger audience," (Kelleigh). Creating positive and viral content will allow your business to flourish and boost sales. Finding exactly what will make your page boost in views will be the turning point in success.
Illustrating a Family-Owned Business on Social Media
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Experts say illustrating a family-owned business through its employees on social-media encourages trust in young consumers. Johanna Zanon, a curator and writer in the department of strategic management, marketing and tourism at the University of Innsbruck, Austria, highlights, "… family firms need to be perceived as authentic… an authentic online image of themselves they will be able to leverage additional advantages, allowing followers to connect with more than just a material brand” (p.2). Zanon explains, that in order to claim a brand to be family-oriented, it needs to be authentic and true. This authentic behavior shown on social media will push for the intended audience to connect and understand the values of the business. Francois Botha, senior contributor at Forbes, helping family offices solve next generation strategy and technology problems, agrees with Zanon's thoughts on the significance of pushing the family-oriented narrative. Botha explains, “Warm and fuzzy factory: family-owned businesses seem more stable, more customer-friendly, more approachable and more trustworthy… Trust equals sales, sales equal profitability” (p.1). Both acknowledges, the psychological feeling of consumers when introduced to a company that represents family-owned values through actions. If these values are true will bring consumers a sense of safety in a world that is built on popular chain companies, where money trumps experience. Both authors clearly recognized the significance of a family oriented and owned business. Pushing for authenticity of values through social media platforms can invite younger viewers to trust businesses; where younger generations shop and give money to franchises that align with their values.
Using Interactive Reward Programs to Enhance Customers Experience
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Experts have suggested that tailored digital strategies and interactive reward programs can significantly enhance engagement with younger audiences on social media. Christian Montag, a researcher at Ulm University, states, “TikTok's algorithm not only personalized content but also creates an ideal environment for reward-based campaigns” such as the OSF Rewards Program, by amplifying engaging, user-generated challenges. Montag asserts that integrating rewards with TikTok’s participatory features is key to driving deeper user interaction. Jing Zeng, a digital media scholar at the University of Zurich, agrees with Montag on TikTok’s marketing potential, noting, “Leveraging TikTok’s highly interactive interface with initiatives can transform passive viewing into active engagement, fostering a dynamic community among younger users”. Zeng further highlights that combining gamified incentives with TikTok’s innovative design maximizes the platform’s capacity to mobilize and reward creative digital participation. Notably, both experts underscore a strong correlation between reward-based digital campaigns and enhanced user engagement, positioning the OSF Rewards Program as a promising model for reaching and energizing younger demographics.
