Blogger Peter Shankman raised a big social buzz when his tweeted joke spurred Morton's to greet his plane at Newark Airport with a steak dinner, pulling off a stunt fraught with potential logistical glitches and winning big public kudos in the process. The story contrasts sharply with other chains' efforts to use services such as Klout to market to so-called social media influencers, in campaigns that more often than not miss their mark, writes social marketing strategist Nate Riggs.

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