This article explores the influence of social media on agro-food sustainability governance by identifying three key pathways: the creation of public “hypes” around sustainability issues, opportunities for food movements to self-organize, and the use of social media data to enable new forms of governance. It discusses how social media both disrupts traditional agro-food governance structures and provides valuable data that powerful players can use to regain control. The article concludes by highlighting the complex interplay between grassroots initiatives and institutional power within the agro-food system.