Genghis Grill TV, the social-media hub launched by the 59-unit Mongolian-barbecue chain last October, is more than a place to see Genghis Grill’s videos online. It’s an effort to pull together an expanding array of social media fans, followers and friends in one place. A growing number of chains are using a social-media hub strategy, as seen in Pizza Hut’s Under the Roof website or the all-in-one corporate blogs from Krystal and Dairy Queen. The goal is to get brand fans ...
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