This study focused on exploring what factors and social media tactics are important to consider when creating an effective social media strategy for a fine dining restaurant in Zagreb for Facebook and Instagram. The important factors to consider when creating an effective social media strategy and useful social media tactics to use for a fine dining restaurant in Zagreb were defined. The study used a qualitative research approach and in-depth research questions. Ten participants shared their personal experiences connected to social media and fine dining restaurants. Fifty percent of the participants were experts in marketing and the food industry who provided the study with in-depth results. The main factors discovered tied to social media marketing and social media strategies that could motivate participants to visit a fine dining restaurant in Zagreb were: quality photos and videos, special offers, positive word of mouth, social media tactics, price, emotions and reasons to visit (enjoyment, business, recommendations, and curiosity). A combination of the most effective social media tactics and fine dining restaurant needs and wants of the participants are discussed
