At Dallas-based Which Wich?, founder and chief executive officer Jeff Sinelli uses social networking sites to build long-lasting relationships with diners and reinforce his brand's identity.
That's why two years ago the company hired Jenna Rosier, 26, a marketing coordinator whose job is to monitor social networking sites on a daily basis and communicate with those people who are the company's friends.
Social networking sites such as Facebook, MySpace and Twitter have soared in popularity in recent years. MySpace.com reports it had 58.7 million unique visitors in April 2008, a 3 percent increase from the previous year. Facebook had 22.5 million unique visitors in April 2008, a 56 percent increase over 14.4 million in 2007.
"We're a new company. We like to be progressive," Sinelli said. "We have a full-time marketing coordinator whose job is to communicate with friends. It's business-to-person marketing."
While Which Wich? has embraced the idea of connecting with people who have registered on these sites to be "friends," other fast casual restaurant chains are taking a more hands-off approach to interacting with these groups.
"The downside to social networking groups is that you can't control them," said Darren Tristano, vice president of Technomic, a Chicago-based restaurant consulting firm.
Einstein Bros. Bagels, for instance, is handling these sites more cautiously. The company is aware of diners who are fans and who have expressed interest in the company on these sites, but does not attempt to contact them in any systematic way.
"I think it's just so new. It's hard to tell where the value is and how to leverage it. I think most chains are taking a wait-and-see approach," said Bob Spaulding, director of media and research at Einstein's. "Most brands have social groups, but it's very difficult to engage them. There is resistance among these groups to being advertised to. They don't want to be seen as part of the marketing department."
Customer relationship marketing
Sinelli said his company currently has about 1,000 friends. He said their soft-sell approach acknowledges that people who sign up to be friends, or who are members of Which Wich? social networking groups, are not necessarily interested in being bombarded with e-mails from the company.
"I think it's almost disrespectful to e-mail blast your marketing message to them," Sinelli said. "We'd rather go one-on-one with them. It's more relationship marketing. That's what social networking sites are about."
Rosier said she spends her days responding to inquiries from friends and occasionally sends an e-mail with information about the company such as the opening of a new store.
"When we have something important to say, that's when we're going to put it out there," she said.
The company, which has 60 stores nationwide, has designed its profiles to look like the company's Web site.
"It goes along with brand awareness. We want to keep it consistent," she said.
In addition, the company's Web site has a community link to MySpace.
Rosier describes the communication she receives from "friends" as usually asking questions about the menu or giving recommendations on new types of items they might offer.
"They come to us with things like, 'Here's an idea for a sandwich' or something they want to see," she said.
Linda Duke, president of Duke Marketing, would approve of the way Which Wich? is connecting with customers on social networking sites.
"Companies should consider having younger employees log on to the group, fan club or personal site and make friends and comments," she said.
Because she is just 26, Rosier speaks the language of people who tend to be on networking sites.
"She's the right age. She knows what's going on in that world," Sinelli said.
Via social networking, Rosier believes her company is reaching its goal of reinforcing its brand image.
"We've seen brand awareness grow," she said. "I hear people asking when a Which Wich? is going to come to their city. I hear comments all the time that show that what we're doing is working."
Tristano agreed that networking groups may be a way to gauge your customers' interests and can provide useful information about what works and what does not.
"It could be a good feedback system for restaurants," he said.
However, since these groups are not created proactively or designed by restaurant chains, they might not provide the sort of marketing or demographic feedback a company wants.
Einstein's Spaulding said the chain doesn't believe social networking sites connect them to their primary customer. However, as technology evolves, Einstein's approach may change.
"All of this is driven by technology. Who knows what is on the horizon," he said.
Meanwhile, Sinelli said connecting with customers on a one-to-one basis is working for Which Wich.
"It shows a little edge to our company, that we're in tune with our customers and in that we're in tune with technology," he said.
Getting started
Unless you're under the age of 25, navigating social networking sites can be somewhat of a challenge.
Click here to view several videos on how to create and build your own Facebook page. Or, click here to learn about launching your brand's own MySpace page. 
