Brands Need to Ditch the Social Media Snark

Opinion: Some might argue that Wendy’s Twitter snark has increased customer passion for the brand, but at what cost?

If you keep an eye on social media, you’re likely familiar with the snarky online persona of Wendy’s. The fast-food purveyor’s Twitter account achieved internet fame in late 2016 for its feisty exchange with an ornery customer over the company’s claim that its meat is never frozen.