How do I measure whether social brings people into the venue?
You measure it at the door: how many say they came from Instagram and how many wrote before they sat down. Reach does not tell you people arrived if nobody asks when seating them.
Write to us. A quote with no commitment.
Agree a short question in the greeting and a place to write the answer for one week. The miss is looking only at followers and deciding social does not work, or that it does, without counting tables. You close the week with a simple count: messages, bookings that cited the account, and people who named it as they came in.