What All Marketers Can Learn from Fast Food Giants Crushing Twitter

What All Marketers Can Learn from Fast Food Giants Crushing Twitter

After all, social media is part of the fabric of our daily lives—and arguably our identities. So, what’s a marketer or brand to do? And that’s where some of our favorite fast food brands such as Wendy’s, KFC and McDonald’s can provide us a little food for thought. Most recently, Wendy’s was challenged to a duel with Wingstop, a chicken wing restaurant chain that grown to more than 1,000 locations around the world. Marketers, particularly those managing social media, have to stop thinking customer service is not “someone else’s problem.” As social customer care expert and McDonald’s Senior Director of Global Social Media, Dan Gingiss, told me in his Behind the Marketing Curtain interview earlier this year: “When we interrupt people’s social media feeds with marketing messages, we hope that they will engage with our fun and interesting marketing content. Since social media is the first and only channel where customers can talk back, marketers need to listen and engage.” #3 – Social media can be a vivid extension of your brand. Finally, last month, the internet went bonkers after Twitter user Mike Edgette discovered that KFC’s official Twitter account followed just 11 people: All five members of 90s pop group the Spice Girls, as well as six random guys named Herb. Find Your Unique Flavor Every brand has a story to tell—and social media platforms can help you bring that story to life and season it with the voices of your community. If you’re looking to craft your recipe for success, check out our post 8 Important Questions Your Social Media Marketing Strategy Must Answer. What other fast food restaurants have you grown to admire on social media?

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There’s little doubt among marketers that social media is an important part of their strategic digital marketing mix. After all, social media is part of the fabric of our daily lives—and arguably our identities. In fact, it’s estimated that there are 1.96 billion social media users worldwide—with that number expected to grow to 2.5 billion by 2018.

But increasing adoption and content saturation, as well as changing algorithms and the rising tide of paid social advertising, means all brands are facing stiff competition for audience attention and engagement. So, what’s a marketer or brand to do?

The answers don’t lie in posting more frequently, adding more visuals or adding more channels to your mix. From my perspective, it’s all about developing your brand’s identity in a way that not only provides a real-time glimpse into what your company is all about, but also gives your audience a unique and tasty experience. And that’s where some of our favorite fast food brands such as Wendy’s, KFC and McDonald’s can provide us a little food for thought.

How? Read on to get a taste of what we can all learn from three recognizable fast food brands.

#1 – Acknowledging and engaging your competitors can actually help you stand out.

For some time now, Wendy’s—known for their motto of “fresh never frozen beef”—has been heralded as a leader in, well, roasting anybody and everyone on Twitter—including the trolling of its competition.

Most recently, Wendy’s was challenged to a duel with Wingstop, a chicken wing restaurant chain that grown to more than 1,000 locations around the world.

Wingstop put out a poetic, rap-style tweet in early October. Another user, @Fatlaz901, brought Wendy’s into the mix by challenging them to “step up” their game.

Wendy's Trolling on Twitter

And then the rap battle ensued over who had the better product ensued. Here’s one of my favorite excerpts—and the engagement metrics speak for themselves:

Wendy's & Wingstop Twitter Battle

The takeaway here is not to simply start trolling your competition. The point is that a little friendly competition can go a long way—and I think that can extend beyond your social channels, too.

#2…

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