There’s no denying that full-service operators should leverage every social media marketing opportunity possible, especially because it costs so little to do so. But effectiveness? Two new studies have found that tapping into the power of Facebook is a lot trickier than merely convincing people to “Like” your restaurant online. The billion-dollar question for e-marketing pros and restaurant owners alike revolves around the behavior of consumers who “Like” a brand on Facebook. Are “Likers” ...

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