On the Quest for Virality, Brands Fall Short When They Change Their Voice to Get Likes

In January 2017, Wendy’s revolutionized brand twitter by turning their Twitter fingers into trigger fingers. A social media manager hit gold that day when the brand chose to respond to a Twitter user who, as Wendy’s playfully accused, “had forgotten refrigerators existed.” Now there are a few important things to note here. First, Wendy’s didn’t…
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