Business

13 Companies That Did Social Media Right This Year

As companies have shown all year, it’s easy to screw up on social media. That makes these winning moves from 2013 all the more impressive.

1. Taco Bell’s foray into Snapchat to announce the return of the Beefy Crunch Burrito

TechCrunch / Via wordpress.com

On April 30, Taco Bell asked users via Twitter to add the fast-food chain on Snapchat. It then sent a snap to fans announcing the reintroduction of the Beefy Crunch Burrito.

2. This Love Actually-inspired GIF from Denny’s

Denny’s / Via blog.dennys.com

Perhaps the most thoughtful bacon-egg sandwich advertisement ever.

3. When DiGiorno Pizza live-tweeted NBC’s The Sound of Music Live!

Twitter users enjoyed unexpected wit out of the frozen pizza brand during NBC’s The Sound of Music Live! earlier this month, with many a pizza-related pun tied to the classic movie’s beloved score.

DiGiorno Pizza

@DiGiornoPizza

CLIMB EVERY MOUNTAIN, FORD EVERY STREAM, FOLLOW EVERY RAINBOW, UNTIL YOU FIND A SUPREME (PIZZA FROM DIGIORNOOOOOO) #TheSoundOfMusicLive

/ Via

4. Dove’s “Real Beauty Sketches” video

Dove / Via youtube.com

Dove’s viral 3-minute ad, released in April, showed an FBI-trained sketch artist drawing women from behind a curtain based on their own descriptions of themselves, and then based on a stranger’s description. In each instance, the women were prettier from the stranger’s perspective, underscoring Dove’s message that women tend to be too hard on themselves, and that “you are more beautiful than you think.” The video has garnered more than 114 million views across the brand’s platforms, making it the most-viewed online ad, according to Dove.

5. When American Airlines used Twitter to hold a connecting flight for a man traveling with three young sons

Kevin Lamarque / Reuters / Reuters

The man, whose first flight was delayed after a fire at a Chicago control tower, was able to get his connecting gate information from American Airlines’ Twitter account — and the airline ultimately held the plane until he and his children were able to make it there. He wrote about the experience for The Huffington Post.

6. The WestJet “Christmas Miracle” giveaway

WestJet airlines set up a station in an airport that more than 250 guests spoke to earlier this month, telling a digital Santa what they wanted for Christmas. Unbeknownst to passengers on the two Calgary-bound flights, a team of volunteers was listening on the other side. They bought all the requested presents while the planes were in the air and distributed them to passengers at baggage claim. The effort resulted in a viral video that’s gotten more than 30 million views at this point — an incredibly savvy marketing stunt.

7. Goldman Sachs and corporate America celebrate marriage equality

Wall Street’s most prominent banks have long been leaders in the business world in publicly supporting LGBT employees and marriage equality. When the Supreme Court struck down the Defense of Marriage Act and allowed same-sex marriage in California in June, Goldman Sachs tweeted a statement from its CEO Lloyd Blankfein in support of the two decisions along with a photo of a rainbow flag flying outside its New York headquarters. For at least a day, Goldman was right there with consumer-facing brands that people genuinely adore, like Starbucks and Ben & Jerry’s, which also tweeted their support for equal marriage rights.

Lloyd Blankfein: “Today’s decisions help define who we are as a people, whether or not we are part of the group directly affected.“

— Goldman Sachs (@GoldmanSachs)

Goldman Sachs

@GoldmanSachs

Lloyd Blankfein: “Today’s decisions help define who we are as a people, whether or not we are part of the group directly affected.“

/ Via

We strongly support the Court’s affirmation today of marriage equality. We believe that marriage equality lowers burdens & challenges (1/2)

— Goldman Sachs (@GoldmanSachs)

Goldman Sachs

@GoldmanSachs

We strongly support the Court’s affirmation today of marriage equality. We believe that marriage equality lowers burdens & challenges (1/2)

/ Via

(2/2) .. imposed on employers, and will lead to building successful businesses & a stronger American economy.

— Goldman Sachs (@GoldmanSachs)

Goldman Sachs

@GoldmanSachs

(2/2) .. imposed on employers, and will lead to building successful businesses & a stronger American economy.

/ Via

Equality. Inclusion. #loveislove

— Starbucks Coffee (@Starbucks)

Starbucks Coffee

@Starbucks

Equality. Inclusion. #loveislove

/ Via

We're proud that today's Supreme Court rulings are a historic step forward on road to #MarriageEquality. #LoveIsLove

— Ben & Jerry's (@benandjerrys)

Ben & Jerry’s

@benandjerrys

We’re proud that today’s Supreme Court rulings are a historic step forward on road to #MarriageEquality. #LoveIsLove

/ Via

8. Harper Perennial’s Twitter account written by a human being

Book publishers are right up there with newspapers in industries whose business model is being disrupted by the internet, but that didn’t stop Harper Perennial, a paperback imprint of HarperCollins, from having the best Twitter account in publishing. What makes it so great, and why it has nearly 40,000 followers, is that it’s written by a real person who just loves talking about books.

Psst. Hey. Amanda Coplin's THE ORCHARDIST is $1.99 today, but you didn't hear it from me. I'm not even here. What? http://t.co/HS16Kj3y0W

— Harper Perennial (@HarperPerennial)

Harper Perennial

@HarperPerennial

Psst. Hey. Amanda Coplin’s THE ORCHARDIST is $1.99 today, but you didn’t hear it from me. I’m not even here. What? http://t.co/HS16Kj3y0W

/ Via

I CAN'T STOP LAUGHING RT @jimhanas: At the awkward release party for our new Heidegger reissues, too much Prosecco. http://t.co/rN4MTJ8Uvh

— Harper Perennial (@HarperPerennial)

Harper Perennial

@HarperPerennial

I CAN’T STOP LAUGHING RT @jimhanas: At the awkward release party for our new Heidegger reissues, too much Prosecco. http://t.co/rN4MTJ8Uvh

/ Via

On a scale of one to dog-ear, how bad is a dirty tissue as a bookmark? Please factor in the limitations of a sickbed.

— Harper Perennial (@HarperPerennial)

Harper Perennial

@HarperPerennial

On a scale of one to dog-ear, how bad is a dirty tissue as a bookmark? Please factor in the limitations of a sickbed.

/ Via

9. JPMorgan tweets its looooong history

From its joint origins in both John Pierpont Morgan’s corporate empire and The Manhattan Company (founded in 1799), JPMorgan Chase is nearly as old as the United States — which means an amazing historical archive and pretty great #ThrowbackThursdays.

#ThrowBackThursday: This 1918 WWI telegram from King George to J.P. Morgan thanks him & the #US for their help #tbt

— J.P. Morgan (@jpmorgan)

J.P. Morgan

@jpmorgan

#ThrowBackThursday: This 1918 WWI telegram from King George to J.P. Morgan thanks him & the #US for their help #tbt

/ Via

#ThrowbackThursday: Have a look at this 1925 letter from Winston Churchill accepting a credit line from $JPM #tbt

— J.P. Morgan (@jpmorgan)

J.P. Morgan

@jpmorgan

#ThrowbackThursday: Have a look at this 1925 letter from Winston Churchill accepting a credit line from $JPM #tbt

/ Via

10. Wendy’s sublimely dumb #PretzelLoveStories

When it came time to roll out its “Pretzel Pub Chicken Sandwich,” Wendy’s produced a series of soap operaesque videos with the dialogue pasted together from users’ tweets with the hashtag #PretzelLoveStories. This followed on the success of earlier videos of Nick Lachey singing a user-generated love song to Wendy’s pretzel bacon cheeseburger.

11. The Dodgers troll their Southern California rivals

See you on Monday in Los Angeles:

— Los Angeles Dodgers (@Dodgers)

Los Angeles Dodgers

@Dodgers

See you on Monday in Los Angeles:

/ Via

Following a bench-clearing brawl between the Dodger and Padres, the Dodgers told San Diego opponents via Twitter to listen to its city most famous citizen — and got retweeted nearly 12,000 times.

12. Helper’s memetastic Twitter account

wow. #Doge

— Helper (@helper)

Helper

@helper

wow. #Doge

/ Via

Seeing a ton of “I really want Hamburger Helper tonight” posts. What’s stopping you? Achieve the dream.

— Helper (@helper)

Helper

@helper

Seeing a ton of “I really want Hamburger Helper tonight” posts. What’s stopping you? Achieve the dream.

/ Via

wow. such meme. very internet. how twitter.

13. And, of course, Oreo’s “dunk in the dark” tweet within minutes of the Super Bowl blackout

Power out? No problem.

— Oreo Cookie (@Oreo)

Oreo Cookie

@Oreo

Power out? No problem.

/ Via

Oreo got major kudos — and a mention in the Twitter S-1 filing — for tweeting this advertisement within minutes of the Super Bowl blackout. 360i, the agency behind the ad, said the key was having Oreo executives in the room, ready to pull the trigger. It’s gotten more than 15,000 retweets and more than 6,000 favorites since it was posted at 8:48 p.m on Feb. 3.

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