Picture in your mind the classic Texas burger—juicy, mouth-watering, topped with the perfect fixings (apologies to vegetarians).

Now assume that your key products are hamburgers, and that a picture of the perfect burger is used consistently in your social media activities. It’s simple. It’s attractive to us carnivores. It allows customers to contribute (they can post real photos; no need to enlist a professional studio). It’s an opportunity to show your product in a great light. And suddenly you have a social media theme–an image and its description. You also have us readers hungry and looking for the nearest Mighty Fine restaurant.

In a Quest for Excellence presentation, K&N Management owner Ken Schiller says, “What’s interesting to me [in regards to social media] is how interested our customers are with engaging with the brand.”

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