Ask me what my favorite social media account is, and I will tell you @DennysDiner. Denny's, a chain restaurant, has an outstanding Twitter account. As a restaurant, Denny's would not be my first or even second choice, but their Twitter keeps them relevant in my mind. Their tweets combine pop culture, current trends, and memes to engage with their audience. They clearly have a tone of that cool, slightly-funny-but-sometimes-not adult that is easy to laugh and make fun of. I'd describe @DennysDiner as the "dad joke" of brands on Twitter.
One tweet of @DennysDiner gained traction a few days ago using the zoom in meme.
This was a great tweet for engagements and impressions because it had you interact with it. It was unlikely that any user would scroll past it. Not to mention, the tweet embodied the kind of self-deprecating humor that is popular on the internet. It was funny, interactive, and it did what it aimed to—distracted me. I ended up sharing this tweet with my friends across the globe to distract them from the "overwhelming existential dread."
Denny's chief marketing officer, John Dillon discussed with AdWeek the strategy behind @DennysDiner. While it is important that brands stay up-to-date with the culture and trends, Dillon reveals that Denny's social media success is more than that: "Our social media channels really are an extension of the Denny's booth." This sticks because while trends can spread far and wide—via me sharing tweets to my friends in Hawaii, Australia, and Oregon—trends can fade. They will fizzle out once a new one comes into play. However, publishing content that gives social media users an experience is what brings brands to another level. By imitating the conversations and interactions one might have in a Denny's booth, social media users will be more impressed and connected to this brand.
Another food brand that I follow on Twitter is @TacoBell. Taco Bell is an example of a brand that does well with culture and trends but lacks the personality that Denny's has. Taco Bell tweets about emojis and embracing the #tacolyfe.
But in between all those funny replies, it is obvious they want you to come and spend money on their Naked Chicken Chalupa.
The difference between Denny's and Taco Bell is that unique and memorable tone. I will talk about @DennysDiner in class, to my friends, during club meetings, at work, etc. In my mind, @TacoBell remains to be just another fast food chain. The creativity and personality of Denny's content is key to social media success. In an age where everything is constantly moving at an alarming rate, the only way to gain strong impressions is to build your strategy on a foundation of that brand experience.
We also learn from Denny's that it is beneficial to keep your audience on their toes—such as with a series of tweets throughout February 6th containing just this photo and no caption:
May @DennysDiner live a long, much retweeted social media life.