When you think of a businessman or a businesswoman, most likely you have a vision of a person in a suit or formal wear in general, who knows what they’re talking about and is serious. Business in general is associated with seriousness, as evident from the saying “they mean business.”
But in the 21st century, you don’t need to create an impression of being a super-serious company to be successful. This became evident when companies started creating social media accounts. Wendy’s is already known for their savage roasts, but we might have overlooked Dunkin’ Donuts as they have a pretty funny Twitter as well.
Image source: Mike Mozart (not the actual photo)
More info: Twitter
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Dunkin’ Donuts, as the name suggests, is a donut company, but now it’s better known as a beverage-led company after its rebranding in 2019. It was founded in 1950 by Bill Rosenberg and was a quick-service restaurant that became successful, only 13 years later opening its 100th location.
Today it has nearly 13,000 locations spread in over 30 countries, most of them being in the US. The company became the most popular donut shop in the world and now it is conquering Twitter as well.
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They have 1.3M followers and a few times a week, they post a witty tweet, most often having to do with drinking coffee, being addicted to it and not being able to function without it. In their description they show they are aware of it, "America runs on Dunkin' tweets."
Posting such tweets can be quite beneficial to a company as using social media in general helps with engagement and creating a closer relationship with the customer. Harvard Business Review states “If you told them great stories and connected with them in real time, your brand would become a hub for a community of consumers.”
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Rival IQ points out that people come to social media for comic relief and many brands are embracing their humorous side to “stay relevant, and top of mind among consumers, particularly the typically hard to impress Gen Z.”
It all started with Wendy’s savage roasts on their Twitter page targeted at other companies. Better Marketing Pub pointed out that this strategy was very successful because that year, Wendy’s net income increased from $129.6 million to $194 million.
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Other brands started to take advantage of their social media as well. Not all of them were so extreme, though, and were content with a couple of memes in their feed. Dunkin’ Donuts’ approach was to include what they're selling in short, inoffensive thoughts about coffee.
But of course, social media isn’t everything, “The brands have consistent products and reliable service, so they can afford to take some risks in how they use social media.” Also, this model wouldn’t work for every company: a donut business may allow themselves to joke around on social media, but you may find it distasteful if a bank did something similar.
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Do you find Dunkin’ Donuts’ tweets funny? Which ones are your favorite? How do you feel about companies taking their social media less seriously and sharing posts as if they were sending them to their friends? Let us know your thoughts in the comments and upvote your favorite tweets.
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