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See Beyond A Tweet, See A Person
April 11, 2017
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Pepsi and United may be having a rough time these days in the social space with the dark and often funny underbelly of great snark that plays out when things go wrong.
We reap what we sow. Especially on social.
But it's not always bad.
There are companies so well equipped socially they are continuously winning this battle for attention; increasing brand strength.
Wendy's is one of those brands.
In what was an ordinary tweet from a customer last week, has now turned into billions of impressions for the fast-food restaurant.
It started when 16 year-old Carter Wilkerson of Reno, NV., tweeted to ask how many RTs it would take for a year of free chicken nuggets.
The rest is well played:
The next tweet followed, and as you see - as of publishing time - Carter is already at over 2.5 Million retweets:
How did this happen?
This was all organic (unpaid) word of mouth.
Wendy's enhanced the chatter by interacting with the teen each day - keeping this fresh in everyone's time lines:
But there were also other brands, celebrities and even Nevada's Governor chiming in to help this young man's quest for free nuggets:
There's this tribal like vibe that often plays out socially. People get behind one another, cheering each other on.
And it all starts by seeing beyond a tweet or post - seeing a person.
Training ourselves to listen more; speak less.
The other piece to this is having the right people to "man the post."
Not everything is opportunity.
If the tone of a "comeback" does not make immediate sense, is not relevant to the topic, and dulls excitement for a brand trying to be in the moment- reconsider jumping in.
Smart brands know when to say something and when to stay quiet.
- They are in tune with their current image, its voice and consumer expectations, and work from that origin.
- They speak as though they are people - without losing the trust and capital built along the way.
- They believe every person counts and work consistently to earn meaningful exchange with fans.
Being in the moment can have a bottom-line effect.
When you have a real handle on social interaction, you'll find an increase in your brand's positive reputation, a boost in fans sampling you, and more recommendations to their friends because you were so good, they couldn't stop tweeting about you.
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