Social networking stock

Building value with social-media campaigns

Cinnabon, Dairy Queen share successful case studies

Restaurant brands have invested significant time and money over the past few years on social-media campaigns to increase such engagement metrics as Facebook “likes,” Twitter mentions, and Facebook and Foursquare check-ins.

But merely attaining these tokens of customer approval is no longer enough, restaurant executives say.

To realize the value of social-media engagement in the corporate office and in the field with franchisees, brands like Cinnabon and Da

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