For this assignment I
analyzed the Wendy’s facebook page.
I
do think this commercial page is doing an effective job of social media
marketing. Their posts are very entertaining and they respond to all posts and
comments. While they do not really advertise or give away free things in order
to attract users, the posts are humorous enough to garner attention. The only
sort of advertisements of winning “free stuff” was a post where users could
click the link and enter a code for a free Southwest Airlines flight (seems
like they are affiliated with Southwest and use their Facebook to give them
shout outs). They do advertise their products with clever humor, for example, a
post advertising their lemonade had the caption, “we still serve all-natural
lemonade, in case you’re tired of things that taste like pumpkin.” Wendy’s is
successful because the posts are relevant to the season and cultural trends –
in this case, they are knowledgeable that pumpkin-flavored drinks are popular
in the fall.
Besides
the posts advertising their products, they do post short movies. The latest
series of short films are titled, “Wendy’s Pretzel Pub Chicken Love Stories”
and so far have two episodes. This humorous melodrama advertises their latest
product – chicken sandwich with pretzel bread. As I mentioned before, Wendy’s
has a strong dialogue with their users and use Facebook as a customer service
“portal”. When I browsed through the various posts and their comments, I
noticed that Wendy’s responded to every single comment – they thanked the
comments who praised them, and as for the complaints, they commented back with
an email to which they could make a formal complaint to. There was even a post
that praised Wendy’s for saving their fathers life when his heart stopped in
the drive-thru and the Wendy’s employees came to the rescue (maybe he should
lay off Wendy’s?). Wendy’s does post regularly – they limit themselves to one
post a day; as I mentioned, it is usually a picture of their product and a
clever caption. They respond regularly to all comments, as well.
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