Beau Dieda

HERMOSA BEACH, Calif., August 5, 2009, USA TODAY — Bartender Beau Dieda does more than mix and serve drinks every night at popular nightspot Baja Sharkeez: He is also instructed to sign up friends and fans for his company's Facebook page, as well as his own. Before he leaves the restaurant, he sends bulletins to his collective fan base inviting them back in for specials, discounts or events.