Buca di Beppo recently earned 34,000 new Facebook "likes" by promising $10 in free food to every member of its email list. That's not a great deal, writes Jay Baer: The promo appears to have achieved only about a 3.4% conversion rate, and could cost the company as much as $10 million. "I give Buca credit for putting so much weight behind their liking campaign. But I'm not sure the math matches the method," Baer warns.
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