We hate the idea of prescribing popular social media accounts to our clients just because “everyone needs them.” Instead, we utilize social media as part of a communications strategy that gets people talking. We gave Newcastle menus that look like big newspapers, so that at meal time the pub looked like an old subway or cafe with patrons all reading the paper. This encouraged people to post photos on Instagram and Facebook, and was successful in creating an interactive experience. Our strategy, combined with other meaningful social media initiatives, drove consistent, heavy traffic to the restaurant for as long as it was employed.