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Socialized!: How the Most Powerful Businesses Harness the Power of Social by Mark Fidelman

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8

Darwin’s Funnel: Measuring ROI

“In business you are responsible for some expected outcomes, as well as for determining the strategy for driving those outcomes. This is also true for social [business] initiatives.”

—Natalie Petouhoff, Professor and Director of the UCLA Executive Education Program for Social Media

P.F. Chang’s is an American national restaurant chain that has been using Twitter to sponsor fun, promotional parties. The restaurant found success with Twitter and has built a following of 44,500 people as of July 2012. While P.F. Chang’s was satisfied with Twitter, it wasn’t until the restaurant combined Twitter with a mobile advertising campaign during the lunar new year that it discovered what P.F. Chang’s digital content and community ...

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