--- title: "CMO Q&A: Describe the evolving role of social media in your brand’s marketing efforts." url: https://burnaze.com/article/667c82af-c86e-4d9a-b466-c5c2576db20a source: "Franchising.com" original_url: https://www.franchising.com/articles/cmo_qa_describe_the_evolving_role_of_social_media_in_your_brands_marketing_.html author: "Eddy Goldberg" category: "Casual dining" industry: "Restaurants" segment: "Casual dining" topics: ["Marketing","People"] published: 2019-07-07T07:00:00.000Z modified: 2026-11-01T02:37:09.740Z image: https://imgs.franchising.com/art/articles/4661_plate.jpg --- # CMO Q&A: Describe the evolving role of social media in your brand’s marketing efforts. **TL;DR:** The article discusses the evolving role of social media in various brands' marketing efforts, including Sizzler, Jamba, Painting with a Twist, and Pizza Inn. CMOs from these brands share their insights on the importance of social media in creating conversations with guests, driving business results, and shaping brand perception. *By Eddy Goldberg, originally published in Franchising.com on 2019-07-07. [Read the original](https://www.franchising.com/articles/cmo_qa_describe_the_evolving_role_of_social_media_in_your_brands_marketing_.html).* ## Story In each issue of *Franchise Update* magazine, we profile franchise CMOs and marketing leaders, asking each the same set of questions. Their responses say a lot about who they are, their culture, their values, and where they’re leading their companies. Throughout the year, we’ll be selecting one of those questions – and providing answers from recent CMO profiles. Our clinics use various social media platforms to provide wellness advice, introduce new products and treatment techniques, and to encourage patients to tell their stories and discuss therapies and products that have worked best for them. This back-and-forth dialogue helps our clinics stay connected with the patients. Social media is important for both existing and prospective patients. It’s given us a way to create a conversation with a new guest base in a meaningful and authentic way. Since placing an emphasis on social and digital media, we have seen incredible success, with a 388 percent increase in building our social communities across multiple social platforms, confirming that our guests want to engage with our brand. Read the full profile here. **Claudia Schaefer, CMO, Jamba** Social media is an integral and ever-changing platform for online marketing and communication, particularly among Millennials and Gen Z. Brands are able to carry on two-way conversations with consumers at minimal cost. This not only connects guests to the brand, it also gives the brand powerful insight into guest perception and need state. We make it a priority to engage with every guest who interacts with our brand, while proactively reaching out to inspire new or lapsed users to Jamba! Most important, we use social media as a real-time tool. We know that online trends can start and end within hours, and social media offers a way to activate quickly and create meaningful moments with followers. It’s also important to use these platforms to drive business results. Social media is the fastest way to bring time-sensitive promotions and messages to market. It offers a frictionless way to drive results in real time while shaping brand perception through a collection of interactions. Read the full profile here. **Katherine LeBlanc, CMO, Painting with a Twist** This was one of the first brands to jump on the wave of social media. Because our concept itself is social, Facebook, Instagram, and Twitter were all natural extensions for our guests to interact with the brand. Read the full profile here. **Denise Pedini, EVP Marketing/CMO, Pizza Inn** A year ago, we strongly invested in growing our Facebook following. This has been a very successful investment for us (quickly approaching 100,000 followers of the main brand page alone). More and more people use social media as a means of communication and for news, so it just makes sense to speak to our local communities and fans on a platform they use every day. Read the full profile here. ## Entities - Franchising.com (publication) - Restaurants (sector) - Facebook (company) - Twitter (company) - Eddy Goldberg (person) - Instagram (company) - social media marketing (topic) - Pizza Inn (company) - brand marketing (topic) - Jamba (company) - Painting with a Twist (company) - Sizzler (company) --- Originally reported by Eddy Goldberg, Franchising.com (https://www.franchising.com/articles/cmo_qa_describe_the_evolving_role_of_social_media_in_your_brands_marketing_.html). Summarized by Burnaze (https://burnaze.com/article/667c82af-c86e-4d9a-b466-c5c2576db20a).