The pubco is launching a raft of new online training modules created by leading hospitality social media experts worth £250 per user. It is also launching face-to-face workshops around the country for licensees with limited digital and social media marketing skills.
The expanded Avocado Social online support includes 274 free modules of new and updated content including TikTok, Twitter, WhatsApp and Pinterest for publicans, when and how to use influencers, and how to know if posts are hitting the mark.
Users are able to track their progress on the platform as they become more proficient, and licensees can share the training link with staff. Modules can be done remotely, with each taking between two to 10 minutes to complete. The platform offers more than 18 hours of content.
The face-to-face sessions are designed to upskill licensees who are less experienced in digital marketing on how to use social media effectively to promote their businesses. These will run in May and June, and will be supplemented with 23 short lessons – a total of 90 minutes content. A £100 online package, Introduction to Social Media Marketing for Publicans, will be available for those unable to attend.
Star Pubs & Bars head of training Tracy Bickerdike said: “Licensees have told us social media is a priority for them and that they would like further support, so we have stepped up the free training that we already offer, taking it to a new level.
“The new enhanced training has been developed by the hospitality industry’s leading social media specialists and tailored for those with different levels of experience. It gives insight to those lacking confidence and keeps all up to date with the last developments in this fast-changing area.”
Correct content is key
She said it was common for businesses to fixate on the number of followers they had. However, to drive sales, you need to understand social media, she believed.
She continued: “It’s key to have the right content, use the right channels and understand how the different algorithms can be employed to get customers visiting more often and spending more.
“With staff recruitment and retention a major issue, investment in staff training has never been more important. The social media training is accessible to staff and is another way that licensees can show their commitment to their team’s development.”