It’s undeniable how much social media have affected our world today, especially in the restaurant and hospitality industries.

We work in the business of people, and social-media platforms have given consumers the ability to share information to a wide audience instantaneously. Reputations ride on what people say about businesses online. In addition, social media provide a channel for restaurant owners to keep their business top of mind with consumers and employees and to position themselves as a thought leader and trendsetter in the industry.

Last month, an MGH survey found that 36% of TikTok users have ordered from a restaurant after seeing a video about it on their platform. Further, a recent survey by Upserve found that 86% of millennials would try a new restaurant after seeing its food-related content online. Additionally, social media have become some of the largest sources for reviews. Consumers are much more likely to visit a restaurant if other people they know have visited and enjoyed their experience. However, if consumers see something negative or nothing at all about a restaurant, they are much less likely to visit. Trust is critical, and social media play an important role in earning – and keeping – it.