Quantity … or Quality?

I gotta tell ya, I’m suspicious.

Call me Old School … but I’m not sure exactly how this ends up helping Wendy’s in real and meaningful ways.

Wendy’s got themselves 33,000 Twitter followers in a month for a “140 character game show.”   Basically, it was a chance to win special prizes that people generally don’t buy for themselves playing their @GirlBehindSix promotion.  At first, as I understand it, the promotion wasn’t branded to Wendy’s.  So here’s the situation:

  1. To their credit, they enticed tens of thousands of Twitter followers to engage with them in a Twitter “game show.”
  2. Now, they are working to move those tens of thousands of people to Wendy’s brand … to Wendy’s social media, to Wendy’s website, and … most importantly … to Wendy’s restaurants to buy food.

It’s impressive that they got 33,000 people to play a game with them on Twitter.  They may have indeed gotten some breakthrough attention for a new burger they’re rolling out, but … somehow I doubt it.  Personally, I think this is all digital BS from people whose responsibility isn’t to grow the brand in meaningful ways.

If I were a Wendy’s store owner or manager, I’d be wanting Wendy’s to do some marketing that helps put cars in the drive-through or identifies frequent customers and get them to come back in more often.  You can do that with social media, too.  People get caught up in the possibility of what we can do with our new digital tools, so that when we start playing with them, we need to remember that they’re there for a purpose.

I would be very surprised if this very creative idea of Wendy’s really ends up making them money, which just goes to show all over again that creativity probably isn’t as important in advertising and marketing as solid strategy and appropriate tactics.  Much of our social media has a “let’s see what sticks to the wall” quality to it.  We generally don’t go to our fans with a thought about what’s important to us or to them about our brand.

What if Wendy’s had thought this out as a major Wendy’s brand promotion from the get-go?  They might not have gotten 33,000 people to follow them on Twitter.  On the other hand, they might have found some folks who were willing to love the brand more than they already do, and to stop at Wendy’s an extra time or two each week.

Now that would be something … and would mean more to Wendy’s than 33,000 evanescent followers of a one-time non-branded promotion on Twitter.

That’s how you could be thinking about your Facebook fans, by the way.  Not in terms of how many you have and how to pump up that total … but how to find the right ones and love ’em for all it’s worth.

What do you think?


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