Objective:

To identify the factors that intervene so that consumers use the social networks of restaurants in the gastronomic area of Tijuana, which allows organizations to improve their communication with the target market.

Methodology:

In-depth interviews were conducted in three marketing agencies that provide social media marketing service in organizations in the area. 378 surveys were applied to clients of five restaurants in the gastronomic zone, to select the units where the instrument was applied, an observation and activity check was carried out in social networks.

Results:

The platform that people use most to search for restaurant information is Facebook; the factors that favor the use of social networks are the maintenance of the content; customer relationship management; publication of prices and promotions; links to official Internet sites and description of services.

Limitations:

Companies in the gastronomic zone of the city of Tijuana with activity in digital media and that have active social networks were included in the sample, leaving for future research to include companies that do not use digital media, to make the comparison .

Conclusions:

The digital media have become an important component of access to information and review of the gastronomic options available to consumers.