The California Tortilla chain of burrito restaurants has won popular acclaim -- and marketing awards -- for its social-media efforts, such as unusual promotions publicized via Twitter and Facebook. The key, says marketing director Stacey Kane, is to find your business' voice and resist the urge to spam your fans. "People dislike their feeds getting clogged up," Kane says. "I try really hard not to get sucked into the social-networking vortex."
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