Social Media Marketers: 3 Ways to Use Wendy’s Tweets to Fortify Your Twitter Game

Social Media Marketers are tasked with the incredibly difficult job of marketing in a digital environment that is ever-changing, due to constant technological industry changes. As both a student at Northwestern University’s Medill and a Creative Marketing Intern at Moblty Inc., with an interest in digital marketing, I found two articles that provide fascinating information on how Wendy's established and maintains such a successful social media presence. 

The first article I think you should look at, titled Wendy's Roasts its Way to Social Media Stardom, was published in QSR Magazine and written by Kevin Hardy. The article opens by establishing that Wendy’s is branded with a confident, playful, and positive tone targeted at consumers who don’t take themselves too seriously. This tone adopts an unapologetically snarky edge when interacting with competitors and consumers on Twitter, where Wendy’s functions as an entertainment destination. Hardy explains that Wendy’s is much sassier on Twitter than it is on other social accounts because the Wendy’s social media team mindfully adjusts the voice based on each platform. He closes his discourse by suggesting that Wendy’s should optimize social media platforms, other than Twitter to increase engagement, which fosters traffic and customer loyalty. 

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           The second article I recommend reading is Wendy's Amazing Social Media Team Shares The Secrets to its Success, which was written by Entrepreneur Media’s Staff Writer Nina Zipkin. In the article, Zipkin discusses how Wendy’s social media team shared valuable information about their content production process through a Reddit AMA. Despite the care free nature of Wendy’s tweets, planning and approval are sometimes required prior to posting, especially if the subject is Mcdonald’s. She notes that the team occasionally has to refrain from posting tweets that may cross the line and sometimes receives criticism from executives regarding content. Zipkin emphasizes that Wendy’s social media team is constantly aware that they toe the line between sassy and too sassy and consequently go through mistakes.

          Based on these two articles and my work experience in the digital marketing industry and at Northwestern University, I developed three action items that you should consider the next time you think about social media marketing and establishing your persona.

·     Find Your Voice - People want to interact with an authentic, consistent, human voice that acclimates to each social media platform accordingly.

·     Push the Envelope - Wendy’s social media presence is famous for its honest and edgy tweets, not for playing it safe; you must be reasonably bold with your voice to gain attention and establish yourself in the social media realm. 

·     Optimize Your Presence - Social media is an opportunity to establish yourself and become known; in order to do so, you must optimize social media platforms through the use of a uniform voice and presence that is conversationally tailored to each platform.

Try to keep these tips in mind the next time you work on creating your persona on a social media platform through tweets, posts, and more.  

Amara Wahby is a student at Northwestern University’s Medill, studying Journalism and Integrated Marketing Communications.You can connect with Amara on Twitter or LinkedIn.