Social media consultant Jason Keith interviewed Chipotle Mexican Grill's director of communications, Chris Arnold, about the eatery chain's "slow, but deliberate" adoption of social media.
"Rather than kind of setting up our own presence that was this sort of corporate-controlled thing, we opted to let it happen in this more organic way with our customers doing it," said Arnold, who added that when Facebook changed its rules and said brands can only own their "brand sites," they were essentially handed 500K followers.
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