California Tortilla marketing director Stacey Kane increased the 36-unit chain’s Facebook fan roster by nearly 50 percent and brought about a 10-percent same-store sales increase by spending less than $700 total on a social-media promotion one Wednesday in March. However, she overlooked one important detail: That Wednesday was March 9, Ash Wednesday, when many observant Christians would probably not be eating the free taco the chain was offering Facebook fans. “The biggest thing ...

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