Wendy's: Capitalizing on Emerging Social Media Trends
In late 2020, Wendy's was an iconic North American fast-food chain with a history of innovation. The corporation's inventive approach to its promotions was particularly apparent in its use of social media, even more so in its unique management of the company's Twitter account. In addition to using Twitter to provide customer support and advertise its products in an online setting - two traditional activities conducted by many a business on Twitter - Wendy's had used the platform to regularly make fun of users and competitors, as well as respond to teasing and other playful challenges issued by Twitter users. Evaluating the company's Twitter strategy proved difficult, however. How could Wendy's chief executive officer determine whether the company's approach on Twitter positively affected sales? How could he improve the company's future social media strategy? Fabrizio Di Muro is affiliated with University of Winnipeg.