Wendy's has been able to use social media tools to listen to consumers and make business-boosting decisions about the brand that wouldn't have been possible in the past, digital director Brandon Rohten said at SocialMedia.org‘s BlogWell conference in New York. Social listening led the chain to develop a mobile application that tallies calorie counts and nutritional information and to speak out when the media was full of "pink slime" stories.

Related Summaries