Watch and learn: More restaurants monitoring social media activity

When social media entrepreneur, CEO and investor Peter Shankman landed at the Newark Airport on Aug. 17, he was greeted with a porterhouse delivered by a waiter from Morton's Steakhouse.

Shankman was surprised by the gesture, tweeting "Oh. My. God. I don't believe it."

But perhaps he shouldn't have been, since he asked Mortons directly for the item two hours earlier, also via Twitter: "Hey @Mortons - can you meet me at newark airport with a porterhouse when I land in two hours? K, thanks :)"

The case of the airport porterhouse delivery may be an extreme example of actionable social media monitoring, but it also illustrates how restaurants are increasingly leveraging the service.

Not new, but growing fast

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