松露咖啡是新西兰餐饮行业的一部分，是新西兰竞争最激烈的行业之一。咖啡馆迎合顾客的咖啡选择，同时也提供休闲美食是一个快速增长的部分。Truffles cafe NZ是位于新西兰惠灵顿下赫特中心的一家这样的自助餐厅。
Truffles Café New Zealand is part of the restaurant and beverage industry of New Zealand which is one of the highly competitive industries of New Zealand. Cafés which cater to customers in terms of their coffee choices and at the same time also serve casual fine dining are a fast growing segment. Truffles café NZ is one such cafeteria located in the heart of Lower Hutt, Wellington, New Zealand.
Recently it has been recognized that Truffles Café has not been using social media marketing strategies effectively for promoting its business. This puts the company at risk because there are chances that the company could lose out to competitors. Furthermore, as background research on the industry indicates that the business can cater to new consumer segments, which might be hindered if there is no social media marketing presence. Use of social media strategies in a comprehensive way would enable the company to connect with these new consumers efficiently.
A detailed review of related literature revealed the effective use of social media marketing for Café Truffle. It was evident that the visual media messages are more highly appealing to customers in this sector. Social media marketing enables a more strengthened attraction for the customer because of the visual ways that it engages them. Also people who use social media for user gratification would be able to connect with these products online in an easier way. Participation of the consumer is also presented as a key secondary research finding. Consumer participation in the form of their feedback has to be encouraged.
Primarily data for the research was collected from the existing consumer segment of Truffle Café. Twenty participants were selected for the research. Based on data collected from the 20 participants, it was identified that Truffle Café indeed had to work on improving its Social media marketing strategy. In improving its social media marketing strategy, the company had to both improve on some short term goals and long terms goals. Some of the short term goals or requirements are that of implementing an actual comprehensive strategy which incorporates a proper media marketing mix. Long term requirements focus on how the implemented strategy is indeed beneficial to the company and aim at including feedback systems on social media. This way the consumer becomes the co-creator of product, process and media messages.