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Did you take a trip to the International House of Burgers in June? Brands and users alike roasted IHOP for its social media play (temporarily changing its name to IHOb to promote its new burger line), but the joke was on them—for a minute, IHOP became the biggest name on the web.
How? Because the pancake house recognized the value of leveraging social media, especially when it comes to marketing a brand successfully. And current figures back up the company’s method: Actively, close to 50 percent of marketers are interested in increasing brand awareness through social media efforts, and 71 percent of consumers are more likely to recommend brands if social media experiences are positive.