The document summarizes a social media case study for a pizza chain called Smokin' Joes Pizza. It outlines objectives to establish a presence on Facebook and Twitter. It then discusses challenges with inactive profiles and a perception of being unresponsive. The case study details efforts to regularly update profiles with offers, responses, and engaging content. This led to building 13,500+ Facebook followers and handling queries, establishing an image as a youthful, customer-centric brand. It concludes with opportunities to further promote the brand through contests and exclusive online offers.