Though the big restaurant brands are the whales of social media, there is plenty of room in the long tail for the smaller, independent restaurant. Why? Because local is the new organic, and you can’t get local from Outback Steakhouse or Subway.  There’s no sense of place at the chain restaurants–the value that they provide is consistency across countless locations and close proximity to major highways.

So what about those smaller, independent restaurants that embrace their local clientele and cuisine?  My advice:  play up your local connections for all they’re worth. Tout your support of local organizations, growers, producers, and artisans. Promote neighborhood events that drive traffic near your store, and coordinate your social media efforts to support your organizational goals.

Here in Colorado Springs, one of my latest clients is Pizzeria Rustica in Old Colorado City. [Full disclosure: I'm married to the current chef, and live in the neighborhood so I was already a huge fan.] When I sat down with the owner, Dave, he already had a clear idea of which social media properties he wanted to use–Facebook and Twitter–but he wasn’t quite sure how to proceed.  We mapped out his overall marketing strategy to make sure that the pizzeria’s social media strategy supported his business goals.  As a Green Certified Restaurant with strong commitment to slow food principles and artisan food,  Pizzeria has plenty to Facebook and Twitter about. They’ve already seen a good response for their Valentine’s Day reservations.

This is key: Know what it is about your restaurant that makes you unique. Then share it with the world via social media. The chain restaurants have big pockets and big brands, but they don’t have the local culture and history that you do. Use it to your advantage.

I loved this Feb. 5, 2010 post from Greg McGuire at Foodservice.com, a Boulder-based blog. He gives great advice for simple ways small restaurants can take on the big names:

Be controversial. An edgy advertising campaign is a great way to tell customers you’re different than those corporate chains, and many controversial ad campaigns have the added advantage of drawing local media coverage, which spreads your message for free. Of course, the line between edgy and over the top is very thin, so proceed with caution. You don’t want to find yourself having to defend something your advertising said that others found offensive.

Use several channels. Diversify the places you advertise. Supplement traditional channels like newspapers, flyers, and billboards with newer channels like email, social media, and websites.

Create a culture around your message. So your customer reads an edgy, funny message that draws him or her to your restaurant. They’re expecting something fun and maybe even a little hip. Instead, they experience the same thing they get in every other mom and pop burger joint. They go home disappointed and probably not very enthusiastic about coming back.

In short: the chain restaurants may have more dollars and more followers and fans, but they can’t beat the independent restaurant for authenticity.  Social media rewards authenticity: use it to tell your story and build your community.