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?

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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.

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