March marks the launch of social media month for Mid-Atlantic fast-casual restaurant chain California Tortilla.
California Tortilla will be launching numerous initiatives across Facebook, Twitter, and, for the first time, Pinterest. 
Starting March 1, the marketing team will be following its Twitter followers, looking for the best tweet of the day. The winner receives a Burrito Elito card loaded with Free Burritos for a year. A winner will be awarded every day during the month of March.
On Pinterest, California Tortilla will be launching a California Tortilla board contest, encouraging fans to pin images that remind them of California Tortilla. Participants are encouraged to send a link to their board to [email protected]  by March 31. Winners will be announced in early April and will receive a party on California Tortilla with catering for 50.
For Facebook, California Tortilla will be building up its “Likes.” The number of fans through March 15 will determine which coupon for delicious free food will be posted and valid only on March 16. If California Tortilla reaches 20,000 fans, a free chips and queso coupon will be posted, if it reaches 25,000 fans, a free taco coupon will be posted, and if it hits 30,000 fans, a free burrito coupon will be posted. The brand will also launch a Facebook Timeline optimized page by March 15.