Social media has a malleable usage, depending on the nature of the brands using it. For Porter Airlines Inc. of Toronto, its social media efforts began this year in a reactive way that was tied to customer service. For Ramon DeLeon, a Domino’s Pizza
franchisee with seven restaurants in Chicago, social media marketing has become his promotional raison d’etre. His guerrilla-style viral videos have earned him a Twitter following of more than 7,000, recognition from marketing gurus around the world and a nod from Fast Company magazine.
What both have in common, despite their radically different positioning — Porter is a boutique airline that frequently holds scotch tastings in its passenger lounge, Mr. DeLeon’s Domino’s outlets serve up mass market delivery pizza — is a heavy focus on customer service. Read more.