• by Erik Sass , Staff Writer @eriksass1, December 8, 2011

Social media ROI can be wide-ranging and variable, according to Nate Riggs, digital marketing strategist for restaurant marketing for Bob Evan, who notes that Facebook fandom might not equate direcetly to sales, but is nonetheless very useful as a feedback mechanism and intelligence tool -- allowing Bob Evans to know, for example, when coupon promotions and special offers are getting traction and generating positive buzz (and also letting the company know when there are issues at the restaurants which need to be resolved).