A recent article in the online version of QSR quotes a 2012 Nielson study revealing that more than 90 percent of consumers say that recommendations from friends and family have the biggest effect on their purchasing behavior.

The Zocalo Group, a marketing agency in Chicago, reveals which social media tools work best for restaurants.

Although it is frustrating that they don’t include any quantifiable numbers in the article, according to Paul Rand, the CEO of Zocalo, the #1 most credible source is YouTube. This is followed by someone liking a brand page and sharing it. The third favorite online vehicle for consumers is online brand reviews.

The information was collected for Highly Recommended, a book Rand will release soon.

Rand says brands also shouldn’t be afraid to ask guests to give a recommendation. “Whether you’re large or small, give people opportunities to do what you want them to do,” he told QSR Magazine. “People will recommend all day long when you ask them to do it.”

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