If I had to only name one organization with a strong social media strategy, it would have to be Wendy’s. Wendy’s has one of the most unique social media strategies out there, which is creating hilarious Tweets. This method even won them the top spot for Most Innovative Companies related to social media in 2019 (Bikker, 2019). This strategy may seem bold, but because Wendy’s target audience is younger people and Wendy’s is just a fast food chain, it works out perfectly for them.
They also blew up on Twitter, when Carter Wilkerson asked how many retweets, he needed to get free chicken nuggets for a year. And Wendy’s replied 18 million. And this became the most retweeted Tweet, now at 3.2 million retweets. Although it was not 18 million like Wendy’s asked, they knew that the hashtag #nuggsforcarter brought them so much engagement that they gave him the nuggets and donated $100k to the Dave Thomas Foundation for Adoption (DTFA). Carter Wilkerson created his own t-shirts because of this Tweet and all profits went to the DTFA, which is why Wendy’s donated to them.
Then we have a company on the other side of a strong social media strategy. This company is called Amy’s Baking Company Bakery Boutique & Bistro. This company gained negative popularity online after appearing on Gordon Ramsay’s Kitchen Nightmares. This episode showcased that her cakes were not luxury cakes like advertised, but cakes that were bought, repackaged, and then sold at a higher price. The internet talked a lot about this episode, and then the owners blew up on Facebook, swearing at people who posted about her company on Reddit and Yelp. After this outrage, she then said her social media account was hacked, which was also a false statement, making her company look even worse.
If Amy’s Baking Company wants to have a better social media strategy, they first need to not get angry at potential customers, acknowledge feedback people have given them such as not claiming to sell luxury cakes when they are just selling repackaged store-bought cakes, and go from there. They should either say they sell cakes, removing the luxury part, or start making their own cakes that they can call luxury.
This company needs a lot of work to regrow their business that they teared down themselves, but a bit of self-reflection comes a long way and with the proper social media strategy, they can turn their business around.
Bikker, Y. (2019, October 30). A tribute to Wendy’s awesome social media strategy. Medium. https://medium.com/swlh/a-tribute-to-wendys-awesome-social-media-strategy-7f55a66bcf94.
Radenovic, N. (2020, March 27). Bad social media Marketing EXAMPLES: 4 Real-Life Brands. NR Digital Branding | NRDB. https://nrdigitalbranding.com/blog/bad-social-media-marketing-4-business-examples/.
Stephenson, K. (2017, May 9). Nuggs for Carter breaks ELLEN’S Twitter RETWEETS world record. Guinness World Records. https://www.guinnessworldrecords.com/news/2017/5/nuggs-for-carter-breaks-ellens-selfie-world-record-471254