Since Twitter’s debut in March of 2006, it has exploded. As of April 27, 2017, Twitter has 328 million monthly active users, putting Twitter at the ninth largest social network in the world. What has continued to grow is the number of businesses using Twitter as a way to connect with its customers and promote its business. AdWeek has an entire article dedicated to the ways can use Twitter successfully, including, but not limited to:
- Branding and Visibility
- Customer Support
- Customer Outreach/Feedback
- Internal Communication
- Lead Generation
- Support Other Online Presences
Out of the 2013 Fortune 500 companies, 377 of them have a Twitter account. In fact, 70% of small businesses are on Twitter. 42% of consumers learn about products and services via Twitter. Clearly if a business is not on Twitter, they are putting themselves at a disadvantage.
Wendy’s & Twitter
Wendy’s, the American, international, fast food chain, takes full advantages of the capabilities Twitter provides and takes it to a whole new level that most other companies do not. Wendy’s is very interactive with its followers. As of 2016, it was the world’s third largest hamburger fast food chain with over 6,500 locations. This makes it imperative to stay as connected as possible with customers.
To do this, Wendy’s joined Twitter in July 2009 and has been dominating the tweet game ever since. Wendy’s does not mess with its tweets as shown by its bio which reads, “We like our tweets the same way we like to make hamburgers: better than anyone expects from a fast food joint.” They have gotten a following of over 2.08 million followers, but this isn’t the first time Wendy’s has been “different”. According to Wikipedia, Wendy’s occasionally had “wacky” ads.
Social Media Examiner’s article “Twitter Tactics to Increase Engagement” highlights different ways to get noticed on social media, and Wendy’s definitely takes advantage of the tip to stick to short tweets. Their short tweets, however, have a lot of power. They don’t need more than a couple words to get their point across and do it so skillfully that it gets attention. So what are these savage tweets I speak of? There are too many to post them all, but here are the most savage of all. Let’s take a look.
Voice Behind it All
Who is responsible for these? The voice behind the tweets is Amy Brown. On her LinkedIn page, she claims to be a freelance social strategist and writer. She is known to call out her “haters”, just as the Wendy’s Twitter does. Although she is not always the one responding from the Twitter, she is responsible for some of Wendy’s most memorable and savage tweets, consistently putting Wendy’s in the spotlight. Her most famous tweet is the following conversation in January of 2017. Unfortunately, Amy is no longer working for Twitter, but she has become known largely because of her previous position at Wendy’s.
According to sources, 67% of Twitter users are more likely to buy from the brand they follow on Twitter. This is not unusual. Most would agree that they are more likely to buy from brands that are visible and easily contactable. Studies have shown that 85% of followers feel more connected with a business after following them. The interactive nature of Twitter builds stronger relationships between businesses and followers through confidence and trust. Results show that companies using Twitter for customer service see a 19% increase in customer satisfaction.
In January alone, Wendy’s gained 350,000 new followers on Twitter, a 35% increase. This was due to Wendy’s epic Twitter conversation with another user regarding the non-frozen meat Wendy’s uses (See below). Business has followed. One Twitter user tweeted back at Wendy’s after the conversation saying “This tweet won you a sale tonight. Stay clever” with a picture of a receipt from their local Wendy’s restaurant. In addition, Fine Brothers Entertainment that highlighted their savagery on Twitter featured them in a YouTube video. The video received over 3.5 million views in less than a week.
How do they do it? Part of it is their original content. Few other companies have unique and original responses like Wendy’s. Most have generic, unexciting tweets to promote products or events. Another part of it is the thoughtful responses. When a customer tweets at Wendy’s complaining about the quality of their food, they respond kindly, asking the customer to DM them in order to fix the issue. They also take advantage of using visuals to catch users attention. It has been proven that using visuals dramatically increases the click through rate in comparison to posts that only have text.
Wendy’s has successfully made its Twitter presence part of its brand and will continue to dominate in the space. Until Wendy’s next savage Tweet, this little bird is signing off.