Thesis

Creating the Hennessey’s Tavern Culture:
Social Media Best Practices
In order to capitalize on current social media reach and a loyal customer base, the
company should aim to create a unique social media theme across all platforms that
fully incorporates the Hennessey’s Tavern Brand. This theme should include a consistent
tone of voice in posts. The new content needs to have a more informative and reliable
presence on these social channels. Uniform content will result in a more loyal online
following, because the posts appear more trustworthy and brand centralized. The
content on all accounts can be customized by location, but the key to instilling loyalty in
new and current customers is consistency.
Hennessey’s Tavern locations thrive off the communities that surround them. In order
to market to new demographics, each location’s social media should be unique to that
city’s culture and vibe, yet still possess the values of the overall company brand of Irish
hospitality.
Social media is all about establishing and nurturing relationships. This needs to be the
focus of the new Hennessey’s Tavern online brand. The best way establish trust with
customers is to make them feel informed, valued and connected to the business.
The first step in improving the company’s online presence is recognizing that all online
branding needs to be managed in a centralized fashion. Currently, each location is
responsible for managing its social media, and in order to present a unified brand image
this should be managed more by headquarters. In the future the online brand would
benefit from a mix of centralized and decentralized management; it is currently
unrealistic to expect general managers to have time to collaborate on social media
strategy.
The brand improvements presented in this campaign plan provide a unique opportunity
for Hennessey’s Tavern Inc. to better align its online presence and also begin to secure
the legacy of the restaurant’s brand for years to come.
Social Media and Marketing Collaboration:
Currently, there is little collaboration between marketing and social media strategy. In
order to fully refresh and unify the Hennessey’s Tavern online brand, social media and
marketing need to work together to create and execute campaigns efficiently. There is a
large untapped audience of followers on over 32 social media accounts, and with more
targeted online promotion the company could see a significant increase in new and
returning business.
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