How Naked Pizza manages the Social Media Workload

We spoke with Robbie Vitrano about Naked Pizza. Steve: Let's talk a little bit about the Twitter stuff you're doing, how frequently do you post or is it organized or is it just something that you naturally do or multiple people do?
Robbie: It is more than one person, and we do have it divided into day parts, so we're attentive to our buying times. We're completely aware of the fact that we have a lunch bulge, we have a dinner bulge and we have a late dinner bulge. So we're pretty aware of when the orders come in and when people are being triggered. And I thinkthat whatever it is, 75 percent of the American population doesn’t know what they're going to have for dinner at 4:30 every day. So the Dominos of the world get that. That’s why they're spending time out on the busy intersections at four o'clock, five o'clock. So we do have times that we make sure that we're attentive to.
But the rest of it is kind of what happens in between has to do with sort of events of the day. I have my Google alerts triggered to a number of topics and issues that are absolutely germane to us. And we found that that’s worked out really well. So I go through nutritional stuff, I go through cultural stuff, I've got it divided into technology, design, science and food based on aspects of our product. We are very—- social media is a part of our business model. We consider ourselves to be a social media company. We consider design to be at the forefront. The store design I'm working on is pretty pushed and unexpected. I'm working with a former IDO Experience—- the person whose the head of Experiential Design there. So I harvest that content and I will either re-Tweet or push out from that as a starting point. Whenever there's a public conversation about health, we will comment on it, and in this case controversially and gotten a ton of national media for it. And it's a rich opportunity for us. So we're very opportunistic, I guess is the best way to say it, which means that we push it hard. If it's science and health, the cofounder Jeff Leach, who is the Anthropologist cofounder, is going to take it, if it's got a colorful design and promotion-oriented, I'm going to take it. And we've got a couple other people that we fill in something that might be more localized as is the case with us right now in New Orleans since everybody basically has stopped doing everything that they do for The New Orleans Saints.
Yeah, so we've got kind of three triggers working, and we'll continue to refine that. But ultimately there’ll be a promotional-oriented and there’ll be a science and nutrition-oriented side to our Tweeting, and our social media platform and our publishing platform online. Those are going to be the two main aspects of it.

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