A quick look at Morton’s The Steakhouse Facebook page sets the theme for the company’s social media engagement: vast.

As “Morton’s Makes the Most of Social Media” discusses, the company takes a multi-pronged approach to social media, trying to  keep it “organic and not make it too mechanical,” says their senior VP of marketing and communications. The interview highlights several excellent uses: a Burgers for Bloggers event, bringing in online food critics; “Tweet-ups” at various locations, allowing customers to review food mid-dine; and the company’s expansive Facebook page with user-contributed photos, reviews, and a host of featured events by the chain. Integral to their plan is bringing footage of all these fun events into YouTube, enticing potential diners to visit the restaurant.

Morton’s claims they were the “first high-end steakhouse company to dive in to social media,” and attributes the continued success of that to simply listening to their guests.

The SSN Take: Follow  Morton’s example and integrate social media sites into your company’s new marketing plan.

Samuel Hartman, March 16, 2010

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