Seven or eight years ago, even the restaurant industry’s most prescient thinkers and executives couldn’t have envisioned one of McDonald’s latest personnel moves — the hiring in mid-April of Rick Wion as director of social media. 
 But then, seven or eight years ago, there was no Facebook or YouTube either. 
 After their launch, though, businesses quickly began studying how to co-opt emerging new-media platforms that were moving from college dorm rooms — where ...

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