For Brands, Twitter Is a Marathon, Not a Sprint

Opinion: Twitter long ago stopped being a 140-character-only platform, and its more engaging features offer big possibilities for brands

If you’re one of the more than 3.5 million people who recently retweeted #NuggsForCarter to support a young man’s record-breaking quest for a free year of Wendy’s chicken nuggets, you might be surprised to learn that some believe Twitter is dead to brands.

In fairness, many brands haven’t cracked the Twitter code yet, but much of the reason lies in their off-the-cuff strategies for it. Led astray by a successful Oreo tweet in 2013, they try to use the platform to spontaneously insert themselves into the cultural moment.

Wendy’s

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