Digital platforms, particularly social media, are transforming the relationship between startups and global markets, offering innovative companies new opportunities to compete on an international scale. A study conducted on a sample of Italian food tech startups explores how social media—especially LinkedIn—supports their international growth, from brand promotion to building local business networks and attracting investors. However, the findings also highlight the challenges startups face in developing the specific skills needed to fully harness these channels, particularly in analyzing social media insights to understand customer expectations and navigate cultural and regulatory barriers. The solution? A truly integrated approach.