Denny’s uses social media — Twitter, Instagram, and Facebook in particular – to give its brand some personality. This article really shows how social media can help a brand differentiate and develop personality. This Adweek article, “Brand of the Day: How Denny’s Got So Good at Serving Up Snark Online,” (September 22, 2014) offers some funny examples of just how Denny’s is doing this.
Ask your students what they believe are keys to success for this element of the promotion blend? There are a wide range of answers. Here are a few I thought about — and I am sure my students will come up with more — and better — ideas. 1) Consistency – if a brand is going to use social media and try to project a particular personality, it is important for positioning that the “personality” is consistent with the desired positioning. In addition, you need to keep a consistent personality. 2) Judgement — there have been some high profile failed attempts at humor by brands via Twitter, 3) Timing — social media campaign and posts should be coordinated with other elements of the promotion blend to maximize impact.
You could ask students to describe what a Twitter feed might be for Southwest Airlines? United Airlines? Target stores? Victoria’s Secret? or Betty Crocker? McDonald’s? Taco Bell? What would the content be for each? What might be characteristics of the brand’s personality?