Twitter is a “micro blog” tool that allows users to send short 140 character messages to a list of subscribers. The original goal of the site was to give friends a way to update each other on what they’re doing in real time. Of course, as we all know now, Twitter has quickly become much more than that. Chief among the things Twitter has become, besides a news distributor, a social media site, and a business communications tool is a popular vehicle for marketing and branding.

In the food service industry, restaurants and chefs have used Twitter to engage customers with content that gives them a behind-the-scenes view of what’s happening and unique promotions that bring in extra business.

Chefs are using the site to engage customers by giving out recipes and asking for feedback on new dishes and ingredients. Other restaurants are advertising meal specials and events to draw in loyal customers on specific days. Some restaurants have even started tweeting months before the doors open for the first time, resulting in a packed opening night.

Here are some best practices that will help you succeed and get the most out of your restaurant marketing efforts:
Post regularly. Some Twitter users send out several tweets every day. You probably don’t want to annoy your customers with a lot of updates, especially at first. But you should definitely choose a schedule and stick with it. That way your followers know when to expect an update and (hopefully) they look forward to your next one.

Be creative. 140 characters doesn’t give you a lot of space. It also doesn’t give you a lot of time to catch someone’s attention. Boring tweets will get deleted, guaranteed. Straight-up sales pitches will also be ignored, trust me. Instead, use colorful, creative language to engage your subscribers and draw them in.

Do more than just sell. Yes, the ultimate goal here is to get people through the door of your business. But if all you do is sell, sell, sell, you’ll start seeing unsubscribe notices pouring in. Throw your customers a few juicy bones before you set the hook. Give out a few recipes. Tell a story about the behind-the-scenes action. Ask for opinions on a new dish. Get them looking forward to your next tweet. Then hit ‘em with a dinner special.

Customize offers. Want to know how much all your hard work is paying off? Offer a special meal deal to your Twitter subscribers only. Give out a special code that allows them to redeem the deal. Every time a customer uses the code, you know they are there because of your Twitter efforts. This strategy has the added benefit of making your followers feel special because they are the only ones getting the deal.