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 Dairy Queen have spent much of the past few years growing their base of fans and followers, and plan to turn them loose this year.