Several high profile social media campaigns have made the news in the restaurant world, including Applebee’s Veteran’s Day campaign, Chili’s FourSquare chips & salsa promo, and McDonald’s, Starbucks, and Chipotle on Facebook Deals.

As these offers become more mainstream among major restaurant chains, the way restaurants invest in and measure social media will need to “grow up”, as we argue in this recent post on our media blog.