Humans, by nature, are social creatures, and are far more likely to visit restaurants recommended by friends or relatives than to stumble across these establishments on their own. Some people even go further by asking opinions of others closest to them before making a simple purchasing decision. This is why fostering glowing reviews and recommendations from satisfied customers should be considered an important element for your marketing strategy.
Aside from creating content, highly-satisfied customers can be used as a secret marketing weapon for businesses, whatever industry they may be in. Integrated with social media optimization, and done the right way, customers could become brand advocates that can create high-quality content for your business.