How Brands Use Twitter Banter to Gain Clout

How Brands Use Twitter Banter to Gain Clout

With just 140 characters -- for now -- Twitter forces users to be concise and impactful. Wendy's has taken this approach a few times while managing to avoid an offensive or disrespectful tone. When one Twitter user compared Wendy's to a fast-food competitor, Wendy's response yielded more than 13,000 retweets and 24,000 likes. The brand tends to use events of national importance to make a point and take a stand. Leadership at Black Girls Code believed the offer was more of a public-relations play than a genuine offer to build up the organization. Make Twitter work for you. What can you learn from businesses and other organizations that have successfully gained traction from Twitter banter? If you're going to respond to trolls, stay within the confines of your own brand where it makes sense. Be aware of trending topics, what's going on in the world and what everyone is talking about.

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How Brands Use Twitter Banter to Gain Clout

Twitter remains a powerful force, despite the rising popularity and appeal of social-media platforms such as Snapchat and Instagram. (Just look at how President Donald Trump keeps the world on edge with every tweet he sends.) Of all the major social media platforms, Twitter may be the one that most effectively conveys the wit and personality of an individual or a brand.

With just 140 characters — for now — Twitter forces users to be concise and impactful. Furthermore, with new information being reported every second on all topics, users must be quick to respond before their thoughts become irrelevant.

A number of personal and business brands have really taken advantage of what Twitter has to offer. It’s the place for quick retorts. Playful banter. Witty remarks. Viral memes. If a brand responds in a clever manner, it quickly can gain clout, popularity and respect. On the other hand, brands that respond with corny or inappropriate tweets can face unwanted attention and public vitriol.

Here are a few examples of brands that have used Twitter to achieve positive results — along with some tips on how you can apply these successful strategies.

Wendy’s clapback.

It’s common for Twitter users to dish out harsh and unwarranted critique of brands without suffering any consequences. Many brands simply ignore these comments. However, brands that do dare to respond can gain the respect of followers and attract new fans. Wendy’s has taken this approach a few times while managing to avoid an offensive or disrespectful tone.

When one Twitter user compared Wendy’s to a fast-food competitor, Wendy’s response yielded more than 13,000 retweets and 24,000 likes.

This one below is a bit more harmless. A Twitter user asked a genuine question: Why are Wendy’s burgers square? The response garnered a lot of…

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