Brandon Rhoten, Wendy’s Director of Digital and Social Media, says their number-one rule for voice and tone in social media is to talk to people how, when, and where they want. What does that mean?

As he explains in his presentation at’s Brands-Only Summit, it means letting your customer set the tone for the conversation. He says they listen for current trends instead of trying to make up their own. They also give people what they want — even if that confuses Wendy’s. For example, the company was surprised to find that a lot of customers cared about the detailed nutritional info on their bacon cheeseburgers. So Wendy’s created an app to help share that easily.

In his presentation, Brandon also shares:

  • Why they don’t do banner ads or “interruptive” marketing
  • How “massive stupidity” became a compliment for Wendy’s voice in social media
  • How Wendy’s made headlines on a music magazine

Watch Brandon’s full presentation in the video below.

Wendy’s social media case study, presented by Brandon Rhoten from on Vimeo.

Check out Brandon’s presentation slides here.

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