Wendy's: Capitalizing on Emerging Social Media Trends

By: Fabrizio Di Muro

Questions

1. Can Wendy's successful Twitter campaign be replicated on other social media platforms?
2. Is Wendy's reaching the appropriate target markets with its Twitter campaign?
3. Did Wendy's Twitter campaign increase the company's sales and profits? (Hint: For an expenditure of $134,400, how many customers/average spend do you need?)
4. How can Wendy's improve its social media strategy in the future?
5. Wendy's created a distinct identity through its snarky, humorous tweets. Was Wendy's strategy an intended strategy or an emergent strategy?