Morton's Steakhouse is reaping rewards from a Twitter campaign that's even got the company's chief financial officer tweeting, says the company's marketing chief, Roger Drake. The biggest challenge for social marketers, Drake says, is to make sure the focus is on building genuine relationships with consumers rather than simply pushing out promotional messages. "We are highly conscious not to always be promoting," he adds. "The challenge is just making sure we're providing interesting content ... in a nonsales-heavy way."
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