It may be confusing how businesses can become successful through Twitter, so here we will examine the fast food chain Wendy’s successful campaigning on Twitter. Wendy’s Twitter has gotten a ton of attention and gained notoriety for their distinct brand voice that includes constant zingers to users and competitors alike. They picked a fight with Burger King and won, but it wasn’t their triumph that was noteworthy; rather, it was their success at drawing in an audience to subtly market themselves. Wendy’s voice and brand is unique to them, but small businesses can learn from their overall strategy and apply those lessons to their own social media accounts.

This type of campaigning opened opportunities for:

• Distinctive brand personality – as we’ve discussed before, finding the voice that fits with your brand and then centering your content around that personality can be a more positive experience for audiences.
• Authenticity – Creating authenticity with your content will cause readers to believe that you are not just some automated robot, and to create a personal and transparent intent.
• Long-term consistency – Wendy’s picked a strategy and executed that strategy. Wendy’s posts frequently, and while they use a variety of different content types, everything on their feed makes sense when looked at as a whole. They maintain their spit-fire voice instead of relying on a few great one-liners every six months.
• Engagement – Wendy’s responds to an immense number of user tweets constantly. This sort of engagement keeps audiences engaged and wanting to return.
• While Wendy’s has a professional team supporting the brand, all small businesses can adapt the strategies they use. They’ve created and maintained a distinct voice that relies heavily on authenticity, and are now known for their exceptional responses, whether it’s for customer servicing or not. At the end of the day, this comes down to consistently giving your customers what they want and showing that you care.

The following video describes more about Wendy’s campaigning methods:

Continue with the next step:

Twitter: Recognizable Brands