Speed matters when it comes to Facebook

Firm ranks chains by how fast they respond to fans’ comments

No matter how large a marketing department it has, a restaurant company simply can’t respond to every complaint or question it receives on its Facebook wall.

However, regardless of how many comments a restaurant brand answers, the speed at which the chain responds can give it a significant marketing advantage, according to Expion, a social-media management software firm.

Raleigh, N.C.-based Expion conducted a study of restaurant responsiveness on Facebook over a 90-day per

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