Joining the conversations means never, ever stopping...

The first step is to develop a strategy for how you will use social media for your brand. It's an integrated marketing strategy that makes your traditional marketing efforts work harder and more efficiently. Once you start, make sure you commit time to execute. Or hire a company that specialize in restaurant social media to manage your programs for/with you. No one knows your brand better than you. But, consultants will leverage your time and ensure you keep the conversation going.

Core Media
First, update your restaurant website. Too many restaurants created a website 10 years ago and haven't changed a thing. Web 1.0 is so obvious. Take the time to update it to include facebook fan links and "follow me on Twitter" badges. Add industry-centric badges and widgets that show you are relevant and connected. This is the center of your online branding efforts, so start here. If the customer isn't coming in to your restaurant, they need to be thinking about your restaurant.

Too many restaurateurs drop the ball after their initial effort because they do not take the time. Managing your social media is a key success factor today. Be sure none of your competitors are using social media before you make this mistake.

Measurement is a big part of your strategy. What is your online reputation? What is the blogosphere saying about your brand online? There are a lot of tools and services that will provide this data to you including Guest Pulse and BooRah. Start by going on Twittersearch (launching July 2009) and search your brandname. Welcome to reality. You are no longer in control of what is said. Your customers, employees, vendors and their relationships are.