A&W takes an L

I would call A&W twitter page canned content, majority it is irrelevant to what is going on in the world. A lot of their posts have to do with customer service; at first glance it looked like A&W does a very good job at replying and interacting with customers. HOWEVER, I took a closer and oh my, is it bad. Most of the responses to customer just seem like automatic responses. The responses aren’t unique or personal at all in, other more relevant terminology they are canned content. In my opinion even though two people might ask the same question the brand responds should be different and crafted for that consumer. Having a unique response to each question is great marketing. It shows the customer that you have taken the time to read there post and that you care.

I came across a post where A&W responded exactly the same way to two different people, which I think is careless on A&W’s part.

I think A&W hasn’t established the tone of their brand, which is crucial for successful marketing. I think that it is great that they do response to customer’s feedback however if their response is not unique it takes away from the overall response. Also A&W should be taking advantage of twitter, twitter is a great marketing platform if used properly. As much as people probably appreciate response to tweet it is also nice to see some actual content. Posting retweetable content is a great way to get your page noticed and gain a bigger following. In order to keep up with day in age they must post things that are relevant. Memes are a great way to keep the post authentic, tweets like this will win over the attention of the younger demographic, which is and should be one A&W’s main focus.

The social media manager that run this twitter page need to spend more time thinking about what demographic is their main focus and what the tone the company wants people to hear. A&W is in competition with places like Harvey’s, Wendy’s, McDonald’s, these are all strong brands fighting for the same demographic. A&W needs to be able to step up and be different. Marketing on twitter or any other social media platform can really make a difference when done right.

When decided what content to post it is important for brands to know the difference between canned content and planned content. All post must be tailored for their specific audience and must build brand value. Quality over quality is what must be kept in mind at all times, posting multiple times a day can be seen as annoying to most people therefore be selective to what you are putting out there.