On Social Media Strategy, Hooters Is No Boob

The first brand that comes to mind with the term "master of social media" is not Hooters. In fact, pretty much only one thing comes to mind with the brand Hooters. No, it's not wings.

But, it turns out, Hooters is barnstorming the social media world, actively engaging Twitter users, making videos, and even genuinely having a good laugh at its own expense, all in the name of expanding its online presence and reach. It turns out, the brand is no boob when it comes to social media marketing.

Just having a Twitter account is no longer a anything to brand about for a brand manager. These days a corporate Twitter account must be savvy to succeed, and @Hooters is just that. Sure, it does the shout outs to meal deals and restaurant offers, but it also retweets fan tweets and, best of all, tells brand-appropriate jokes.

With over 17,100 followers, the brand's Twitter account is also used masterfully to feed to its other social media ventures, such as its YouTube accounts. For example, @Hooters tweets "Check this video out -- Worst Pick Up Line a Hooters Girl Has Heard, " linking to:

Really, is it even possible not to click through on that? No, no it is not.

Hooters even has added regional subtitles to its social media strategy. In addition to @Hooters, local joints have feeds, such as @HootersTexas. The Hooters Texas Facebook page scores an impressive 57,000-plus "likes." The Hooters Calendar "Team" also has a feed.

It's not just Twitter, Facebook and YouTube though. Hooters is also active on Foursquare. Here is a promo from its local ‪Hampton Roads‬ location:

Just how impressive is Hooters social media strategy? Its manager of public relations and the social media, Alexis Aleshire, is a speaker on the marketing circuit. On Aug. 23 she will address a meeting of the Social Media Alliance of Chattanooga. Aleshire's success may come from ability to understand her audience, a skill she may have picked up as a substitute high school teacher.

While it's true that not every brand has one as with as much "fun" material as Hooters to work with, its proof that a brand can beat perceptions on social media with the right strategy and, um, gumption.

Ironically, if one blogger's report is to be believed, Hooters has a "no social media" policy for its Hooters girls.