Dunkin Donuts David Ortiz

Dunkin' Donuts tapped Boston Red Sox designated hitter David "Big Papi" Ortiz to star in a YouTube exclusive.

The challenge of social media ROI

Restaurants wrestle with expanding customer engagement and measuring results

Restaurants have quickly embraced social media as a way to connect with customers, but have more slowly devised ways to measure those efforts.

Digital programs, especially those aimed at boosting brands and engaging with customers, have blossomed on social media platforms like Facebook, Instagram, Snapchat, Tumblr, Twitter, Yelp and YouTube.

“The way we reach our consumers is evolving rapidly,” said Scott Hudler, chief digital officer of Canton, Mass.-based Dunkin’ Bra

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