SEATTLE - Nicola Longo, co-owner of Tidbit Bistro, tweets about the day??s specials while running errands. Executive Chef Wayne Johnson of Andaluca also uses Twitter to send out little notes to his followers, asking things like how to prepare the Moroccan lamb sausage he just received.

"It feeds this instant need," said executive chef Brian Cartenuto of Cantinetta in the Seattle Times. "People want to know what's going on at that moment."

With many restaurants relying heavily on repeat customers, embracing social media such as Facebook and Twitter can build customer loyalty. The fast-paced nature of social media can develop a sense of urgency that foodies find alluring.

Last year, Seattle area restaurants experienced an 8 percent drop in revenue, with less traffic overall and more diners who cut back on ordering, such as skipping the bottle of wine and eating less expensive entrees.

"We??ve definitely seen a drop," said Longo, who has acquired a Twitter following of close to 12,000. "The most important thing is, [social media is[s not expensive. It??s just me doing it in my free time."

One of the ways to keep followers reading your Tweets or Facebook updates is to add behind-the-scenes access along with mini-ads for the restaurant. "The food is important, but people want to feel special," said Karen Rosenzweig of One Smart Cookie Marketing.

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Read more about social media strategies in the May 2009 NACS Magazine feature, "World Wide Networking."