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Social media watch: ‘Tis the season

Arby’s has made recent efforts to set itself apart on social media, and the holiday-themed posts it’s shared over the last few weeks have been no exception.

These posts, a sampling of which are shown below, succeed because they incorporate the chain’s menu items in creative ways, reinforce its branding and provide a fresh, humorous tone that is both approachable and shareable.







Social media scorecard:

Novelty: 6

These posts aren’t doing anything especially unique, but their tone and creativity add a sense of newness. The ice-skating post gained particular traction with followers, garnering more than 1,200 likes and close to 400 retweets.

Imitate-ability: 8

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