McDonald's is increasing its social media efforts. The restaurant chain has named its first social media director, Rick Wion, according to

Wion has handled social-media projects for McDonald's since 2006. He was a founding member of the McDonald's Digital Task Force, which established the company's digital strategy.

Wion said his objectives are three-fold: using social media to build the business, manage customer problems, and beef up outreach to target groups such as mommy bloggers. He will work with McDonald’s U.S. media relations team, and will report to Heather Oldani, director-external communications and public relations.

McDonald’s has spent a year devising a dedicated social media strategy, assessing opportunities and establishing a method of determining ROI in the space. Now, the fast food chain will have an individual dedicated full time to social media.

Wion’s first McDonald's social media project, back in 2006, involved a publicity tour for Sarah Ferguson and Ronald McDonald House Charities for which he and his team developed a travel journal. More recently, Wion was involved in establishing the McDonald's Twitter handle, @mcdonalds, and establishing the process for responding to consumer complaints, among other things.

Read more.