Dunkin' is ahead on measuring Twitter's impact

03/17/2010 | Portfolio.com

As competitors and other restaurant and retail companies puzzle over how to measure the results of their social-media efforts, Dunkin' Donuts has created a yardstick. The chain tracks the number of Twitter followers who click to win a year's worth of free coffee, and keeps a database of Twitter users who join Dunkin' Donuts customer-loyalty program.

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