Social media for restaurants

People decide where to eat on their phones. Before they book a table or pick up the phone for takeout, they look at your photos, check if you're open, and get a feel for the place. If your page hasn't been touched in months, some of them will wonder if you're still around.

Social media is also the cheapest way to fill a slow Tuesday. A good photo of tonight's special, posted at 4 p.m., reaches regulars who were already wondering what to do for dinner. You don't need to be clever. You need to show the food, the room and the people, often enough that you stay on their minds.

People eat with their eyes first

Most people pick a restaurant based on what the food looks like, what the room feels like and whether it suits the occasion. Your posts answer those questions before anyone walks in. Regular posts also remind past guests you exist, which matters because repeat visits are what keep a neighborhood place going. A steady feed tells people you're open, busy in a good way and worth the trip.

Six ideas that work for restaurants

1. 1. Tonight's special, shot up close

   Post the special in the afternoon with a tight, well-lit photo and one line on what's in it. Something like braised short rib over polenta, 'until it runs out,' gives people a reason to come tonight.

2. 2. Short kitchen prep videos

   Film 10 seconds of something satisfying: dough being folded, a steak hitting the grill, sauce being spooned over pasta. No talking needed, just the sound of the kitchen.

3. 3. Meet the staff

   Introduce a server, line cook or bartender with a photo from behind the bar or at the pass and their favorite thing on the menu. Guests like knowing who's taking care of them.

4. 4. Where your ingredients come from

   Show the crate of tomatoes from a local farm or the fish delivery coming in the back door. It explains your prices and quality without saying a word about either.

5. 5. Answer a common question

   Turn what guests ask your hosts into posts: do you take reservations, is there parking, can you do gluten-free. A clear photo of the patio with 'Yes, dogs are welcome out here' saves calls and brings people in.

6. 6. Private events and catering

   Show a set table for a rehearsal dinner or trays going out for an office lunch. Many guests don't know you do this until they see it.

A rhythm you can keep

Three or four posts a week is plenty for most restaurants, and two is fine during a busy stretch. Post food in the late afternoon, when people are thinking about dinner, and brunch items on Friday or Saturday evening. A simple mix works: two food posts (specials, signature dishes), one behind-the-scenes or staff post, and one practical post about hours, events or ordering. Take photos during prep or a slow hour rather than during the rush, and keep a folder of good shots for weeks when there's no time. Stories are good for same-day things like 'two orders of the special left.'

Mistakes to skip

• Dark, yellow photos from service

  Food shot under dim dining room lights looks flat and unappetizing. Take photos near a window during the day, or on a pass with good light, and skip the heavy filters.

• Outdated hours and menus

  Nothing loses a guest faster than showing up to a closed door. Update your profile hours, holiday closures and menu any time they change, and post when they do.

• Ignoring comments and messages

  People ask about reservations, allergies and large parties in comments and DMs. Answer within the day, and reply politely to complaints with an offer to take it offline.