KFC incorporates social media into all its marketing, such as a Twitter scholarship contest and a website dedicated to Colonel Sanders, and it measures the returns in customer loyalty more than financial returns, says public relations manager Rick Maynard. "We don't spend a lot of time figuring out the value of a Facebook follower. We see it as 3.5 million people who opted in and feel strongly about the brand, and we owe them the interaction and have a lot of fun doing it," Maynard says.

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