A Social Media Audit By: Heather Crow

1. A SOCIAL MEDIA AUDIT BY: HEATHER CROW

2. DESCRIPTION OF COMPETITORS
WENDY'S
• IS AN AMERICAN FAST FOOD RESTAURANT
FOUNDED BY DAVE THOMAS
• FOUNDED IN COLUMBUS, OHIO IN 1969
• ADVERTISES THEY USE FRESH BEEF NEVER
FROZEN
BURGER KING
• AMERICAN GLOBAL CHAIN FAST FOOD
RESTAURANT
• HEADQUARTER IN MIAMI-DADE COUNTY, FLORIDA
• FOUNDED IN 1953

3. “THE SASS MASTER”
• ITS BEEN SAID THAT WENDY'S SOCIAL MEDIA SUCCESS HAS
BEEN BY IDENTIFYING THEIR TARGET MARKET
• THEIR GOAL HAS BEEN TO TARGET MILLENNIALS
• THEIR TONE OF VOICE HAS BEEN “CHALLENGER WITH CHARM”
• MANY MILLENNIALS IDENTIFY WITH AND APPRECIATE WENDY'S
APPARENT “SASS” ON SOCIAL MEDIA

4. “THE CREEPY KING”?
• IN 1955 BURGER KING STARTED TO USE “THE KING” AS THEIR
MASCOT
• THROUGHOUT THE YEARS THE IMAGE CHANGED SOME
• IT WASN’T UNTIL THE 1970’S THAT THE KING WE KNOW TODAY
WAS CREATED

5. THE 5 IS
BETTER
THAN 4
FREUD

6. AT ME HOE?....WHAT ?
• EVERYONE WAS ASTOUNDED BECAUSE
WENDY'S FIRED BACK “AT ME HOE” IN A TWEET
TO BURGER KING. THE INTERNET WAS
SEEMINGLY CHANGED FOREVER ACCORDING TO
BUZZFEED ARTICLE
• HTTPS://WWW.BUZZFEED.COM/KEELYFLAHERT
Y/BURGER-KING-AND-WENDYS-GOT-INTO-A-
TWITTER-FIGHT

7. OH SNAP!

8. THE KING
• BURGER KING LIKES TO DISH OUT ADVISE ON
LIFE
• HE LIKES TO THINK HE KNOWS IT ALL!

11. AN ANALYSIS
OF PROFIT
(EBITDA)
• WHILE WENDY’S SEEMS TO BE
WINNING IN THE SOCIAL
MEDIA ARENA, BURGER KING
CONTINUES TO POST MUCH
HIGHER PROFIT NUMBERS.
• WENDY’S PROFIT HAS BEEN
CLIMBING SURPASSING
MCDONALDS IN OCTOBER
2012

12. WENDY’S IS
WINNING IN
TWITTER
FOLLOWERS
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
Wendy's Burger King
Millions
Twitter Followers

13. SOCIAL
MEDIA
WENDY'S AND BURGER KING BOTH ARE INVOLVED IN
ALL AVAILABLE SOCIAL MEDIA OUTLETS

14. WENDY'S PAID MEDIA
•WENDY’S PAYS FOR TELEVISION
COMMERCIALS
•IT MORE THAN LIKELY ALSO PAYS
FACEBOOK TO “BOOST” THEIR
POSTS, UNABLE TO VERIFY

15. WENDY'S EARNED MEDIA
•WENDY'S MEDIA THAT IS EARNED
WOULD BE ANY POST FROM FANS
IN THE SOCIAL MEDIA CHANNELS
SUCH AS TWITTER, FACEBOOK,
INSTAGRAM, ETC.

16. EXAMPLES OF WENDY'S OWNED MEDIA
TELEVISION COMMERCIALS THE WENDY CARTOON
CHARACTER
ADVERTISEMENTS ONLINE

17. EXAMPLES OF BURGER
KINGS PAID MEDIA
Television
commercials
The king
cartoon

18. EXAMPLES OF BURGER KINGS OWNED MEDIA
THE KING CARTOON TELEVISION COMMERCIALS ADVERTISEMENTS ONLINE

19. BURGER
KINGS
EARNED
MEDIA
Twitter posts by fans
Instagram posts by fans
Likes and comments by
fans

20. CONCLUSION
Wendy's appears to be leading with their
online marketing presence
Wendy's appears to be a fan favorite
among millennials which is their current
target market
Burger king’s ability to bat back and forth
with Wendy's online does seem to gain
them media presence as well even if its
not always positive