Marketing

Mastering social media's new tools: Twitter

Tracking a viral tweet

A social media moment can become a marketing gold mine with just a handful of tweets, as Wendy’s learned this year. The chain aims to talk to fans (not at them), and credits the approach for one of its biggest viral moments: A witty challenge led a teen on a quest for free nuggets into the record books. “Letting go of control and allowing for organic, grassroots interaction can be positive, like with #NuggsforCarter,” says Senior Social Media Specialist Meredith Ulmer.

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