MTL food trucks are feeding on Twitter!

Published by Engagement Labs on August 6, 2014

For the second year in a row, Montreal Food Trucks can be spotted in various locations around town. To help customers locate these funky eateries on wheels, most have chosen to sound-off on Twitter, as our social analytics research shows. But why Twitter and not Facebook?

As prominent fast food chains have understood, this small group of businesses is now also using Twitter effectively through various engagement techniques that any company can envy – and use! In addition to streetfoodmontreal.com and the amazing montreal.streetfoodquest.com many trucks have Twitter handles updating fans about their latest happenings, so clients can stay informed of daily specials, contests and mostly their location!

Every small business owner hears about the importance of social media and the opportunities it presents to revolutionize their business, or at least the direct line of conversation that it offers. Although the concept is straightforward, the implementation is often difficult.

One of the first questions that you should ask yourself is: What benefit you will provide and why a user would want to follow you? For the majority of users, they are interested in details about your products and operations. For example, they want to know what you create, how you create it and where they can buy it.

In addition to serving up a myriad of food options, Montreal Food trucks deliver great Twitter info using these simple content rules:

Pertinent and Timely Info

They give followers what they need. Their Twitter accounts provide pertinent info on where you can find them, the menu of the day and any specials that are offered. While you want to avoid sounding like a radio ad, don’t be afraid to promote what you are selling.


They remain on topic 

Mostly, they talk about themselves. If a user is following a brand, they usually want info on that brand, not world cup updates, opinion pieces, or political views. These might be interesting to friends, and having an identity is important but taking a stand or going too far off topic could offend or cause clients to tune out.

Lots of Visuals

The most successful posts on both Facebook and Twitter are images. They also do (reasonably!) well on Pinterest and Instagram. Food Porn, Menus and location shots are easy for food trucks. If you’re in a less visual industry, don’t feel limited. Any business with a smartphone can create visuals that are effective at displaying their wares. One Tip: Avoid stock photos and clip art.

When off topic, stay grounded

If the accounts we monitored do go off topic, the conversation seems to remain pertinent to their fans. They realize that if a user follows a Food truck in Montreal there’s a good chance that they are also interested in local festivals, new restaurants and new developments in foodie culture.

 Content with a purpose!

Creating a content calendar is a great way to keep your updates consistent. If you only have content and time to do an update every second day, go with that. Fewer well timed and thought out posts will do better than dozens of hastily produced posts in order to fill a quota.

The success of Montreal food trucks on Twitter is based on the value they provide (both in French and English). The main reason for Twitter’s popularity amongst restaurant owners (vs Facebook) is probably due to the fact that this social network is more inclusive and offers content and search options that benefit B2C. It is also more effective to reach users and gain followers using Twitter than it is with Facebook.

While your poutine, business name or gluten-free bruschetta might not be as good as the average Montreal food truck, by focusing on your clients, you will be effective in your social media efforts. To track your business’ performance on Twitter, Facebook and YouTube, and make sure you are getting the best ROI for all you social media campaigns, review your daily results via our free social media analytics and competitive analysis tool www.evalueanalytics.com.

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About eValue™:

The eValue™ score measures the effectiveness of a brand’s overall social media performance on Facebook, Twitter, YouTube and Instagram and provides a score from 0 – 100. It’s the aggregate of the three subscores including Engagement, Impact, and Responsiveness that work together to create one top-level KPI. Our subscores are calculated by using hundreds of sub metrics which are then benchmarked against a hand-picked database of 75,000 verified brand accounts on each channel.

Engagement: Measures the level of interaction generated by your content and how well your community reacts to it.

Impact: Measures how many unique users have potentially been exposed to a piece of content posted by the channel’s admin through organic, viral and paid reach.

Responsiveness: Measures the rate, speed and quality of your responses to fans.