Mark Canlis Shares His Social Media Thoughts With Eatocracy

"Mark and Brian Canlis - with the help of James Beard finalist Jason Franey in the kitchen - are keeping the storied restaurant going strong with a little something-old, something-new...and the World Wide Web," an introductory blurb explains.

Canlis name-checks Facebook and Twitter, but reserves three of his top slots for techniques Peter Canlis practiced. He recommends restaurateurs cut through social media static by writing letters; confirming reservations by phone and shaking hands. In an age when diners are accustomed to e-mails, he says, old-fashioned communication methods are exceedingly effective.

While Canlis doesn't discount the importance of technology - he stresses that restaurants should monitor their reservations electronically - he believes social media should be used smartly and sparingly. He's not a fan of broadcasting soup specials.

"Brian and I always talk about social media being that hot girl in school that arrives in your class and everyone wants to talk to her," Canlis writes. "I think it's important that if you do talk to her, that you have something to say."

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