Restaurants are using social media to drive business to their locations and for good reasons.

A recent Pew Research Center study found 51% of adults look to the Internet for restaurant information; 38% rely on search engines, 17% on specialty web sites, and 3% on social media sites or Twitter. Demographic-wise, the adults are more likely to be women, young adults and technology adopters. As Liza Porteus Viana writes, “Restaurants have to be very strategic with how they utilize social platforms – just trying to amass fans, “likes” or followers won’t cut it.”

Businesses always seem to be looking for more ways to attract users to their Facebook page. And while many companies have been faithfully adhering to regularly scheduled updates, mixing-up the types of posts they publish, and taking suggestions on how to best optimize their news feed— many are finding that they’re not growing their fan base as much as they had hoped.