Twitter: The Best Free Resource

Twitter has garnered a reputation as a platform for users to display their inner most thoughts in 280 characters or less. While this claim holds weight, Twitter can be used for so much more. The popular application, launched in 2006, has grown into a website that can engage, inspire, and connect users and companies across the globe. Twitter should be seen as not just a diary, but rather a tool to bridge the gap between company and consumer.

The fast food chain, Wendy’s, is a prime example of how companies can use Twitter to not only connect to customers, but also change their public perception. Wendy’s is a run-of-the-mill chain; one that prior to their Twitter involvement, nobody bothered to bat an eye at. However, once they got their hands on Twitter, they began posting humorous and engaging content. They respond comically to harsh criticism by other chains, post memes, and relate to pop culture.

Connecting to customers is important; it makes the consumer feel as if they are a part of something. They feel as if they are “in” with the crowd. Wendy’s tweeting as if they are just another civilian going about their daily life has comedic value. Consumers want to feel involved in something bigger than themselves, which is why the relatable memes and not-so-serious tweets that Wendy’s post are so successful.

Here is an example of Wendy’s social media team in action. On December 18^th, 2017, a Twitter user named “The Irrelevant Streamer” tweeted at Wendy’s, “I want Wendy’s But My Girlfriend wants Mcdonald’s what do I do [?]” Wendy’s, in social media savvy fashion, replied with, “There are plenty of fish in the sea,” inferring that a girlfriend who would rather eat McDonald’s over Wendy’s is a girlfriend not worth having in the first place. Responses such as this further prove how social media can be used to boost engagement. Thousands of users interacted with Wendy’s reply, and the tweet itself went viral across several platforms. Surely, this got Wendy’s more visitors in their stores, as funny interactions such as this create a positive image about Wendy’s amongst followers and non-followers alike.

Twitter allows for conversation in real time. Interactions between Wendy’s and their fanbase happen daily, and people are able to tweet to their favorite fast food chain and expect a reply sooner than later. This allows for companies like Wendy’s to identify their target audience in an easy fashion; you can see who follows you and interacts with your tweets, view their profile, and generate a target demographic based on the accounts that tie themselves to your brand. Engaging tweets help create a community of followers that will align themselves with your company.  

Menards does a fantastic job of relating to their core Twitter following. When a user shares an image of their product (deemed 'user generated content', which you can read more on here), or just something interesting that they believe will be universally enjoyed, Menards shares the picture on their Twitter to praise the user, while also showing that they are deeply tied to their community. This makes the user feel appreciated, and shows others that Menards is more personable than neighboring companies.

Having an open channel of communication also allows for criticism and feedback at the touch of a button. If a company attempts to roll out a new feature, like Instagram did with horizontal scrolling in January of 2019, users are able to voice their concerns to the company immediately. Instagram users hated the new feature and ran to Twitter to express their frustrations. Twitter user, 6Flex, tweeted, “Who at Instagram thought this update was a good idea? I’m legit forced to stop and look at other people’s post instead of sliding down”. Real critiques in real time provide useful insight as to what a company can do better, what they are doing well, and ideas for future innovations.

Instead of rolling out a new feature for select users, Instagram could have always used Twitter’s polling feature to procure a response to the potential change. Twitter has the capacity to allow polls to be utilized and published; giving feedback on a variety of subjects. This allows for users to share direct information with companies.

Case in point; Twitter is the best free resource for companies and individuals alike. From public feedback, to building a brand, Twitter is a wonderful means to expand your business. With the right cast of social media strategists, your company’s engagement could change overnight; courtesy of Twitter.