Chipotle’s Organic Social Strategy

Chipotle-LogoWhile I was in Florida preparing for Social Fresh Tampa on Feb 8th, I got the chance to meet and speak with Chris Arnold, Director of Communications for Chipotle Mexican Grill, and we discussed their slow, but deliberate, adoption of social media as a corporate controlled marketing channel.

From taking over a customer created 500,000 fan Facebook page to supporting consumer driven blogging, Chipotle is focused on staying true to their word or mouth and earned media roots while evolving their social media efforts.

Not everyone has the good fortune of a massive and committed fan base, like Chipotle. But for them, their decision to allow their social presence to happen organically is sound. It reminds me of Apple’s no social media policy and Ford’s no blogging decision. When a business generates online communities with their brand loyalty alone, they can definitely skip some steps.

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