Pinkberry’s Secret: Director of Digital is More Important than Director of Brand Advertising or Brand Marketing!

Who would’ve thought that the importance of a digit­­al presence and especially a strong social media triumphs any other traditional marketing channels. According to Pinkberry’s Director of Digital, Pamela Naumes, in her interview with Business Insider, “the company has decided to really look for a director of digital as their focus, and as their way to show that the social space–the digital space–is one which is becoming more and more critically important for brands moving forward.” The company never hired a Director of brand advertising or a director of brand marketing, because they believed that Social media is the most cost-effective method to reach out to and engage with their customers on a daily basis.

It seems that their plan worked. Pinkberry’s frozen yogurt brand has established a great following of customers online. On the Restaurant Social Media Index, RSMI, they earned the 11th spot, which is the highest of any frozen yogurt chain. They are right behind Chipotle and beat Subway and the Cheesecake Factory. RSMI is sponsored by DigitalCoCo and powered by third-party tracking systems such as Klout and Social Insights, and measures the influence of each brand against others each quarter. It is a great tool for restaurants to see where they stand against each other in the social media world. To view the top hundred list go to (www.rsmindex.com/top-100-rsmi). Finally, to view the full interview with Pinkberry’s Director of Digital with Business Insider go to: (http://www.businessinsider.com/exclusive-pinkberry-director-of-digital-pamela-naumes-2011-9).

Now it is time for me to grab my small chocolate yogurt with chocolate shavings and raspberries from Pinkberry!