On the Quest for Virality, Brands Fall Short When They Change Their Voice to Get Likes

Daily Harvest's snarky Twitter tone came across as inconsistent and heavy-handed

In January 2017, Wendy’s revolutionized brand Twitter by turning their Twitter fingers into trigger fingers. A social media manager hit gold that day when the brand chose to respond to a Twitter user who, as Wendy’s jokingly tweeted, “had forgotten refrigerators existed.”