With diners turning to social media not only to connect with brands they love, but also to order, sing praise or complain, a social strategy requires much more than sending out a tweet or Instagramming a dish. Restaurant Business asked people behind some of the industry’s social-savvy brands about what they’re watching, what they’re adjusting and what the future holds for the ever-changing marketing channel. Here's what execs from TGI Fridays, Wendy's, Moe's and Shake Shack had to say.