Social media savagery: Why fast-food companies are using snark to stand out

CTV News Channel: 'A bit more bite' Brand engagement specialist Andrew Carravella weighs in on how big companies are using social media to address customer complaints.

As fast food companies work to gain customers, they're joining a growing trend of companies offering snarky responses to customer interactions.

Dubbed "social media savagery," the phenomenon allows faceless corporations to show a more personal side to customers and make their brand stand out.

"Brands – on social in particular - are starting to infuse that personality and make it a bit more of a human interaction and I think that's a good thing," said Andrew Carravella, vice-president of strategy and brand engagement at Sprout Social, in an interview with CTV News Channel.

The restaurant chain Wendy's has become particularly well-known for its comebacks to customers.

"The social managers over there are really quick-witted, very smart and really funny. I think they take it all with a bit of good humour," he said.

The chain has even taken shots at competitors.

Other restaurant chains vary in their interactions on social media with customers.

McDonald's takes a kinder approach, while Denny's frequently posts haikus or quirky jokes.

The interactions have extended outside the realm of fast food, with cellphone companies getting in on the act.

But Caravella doesn't believe it will become the norm for every company to have a witty comeback to customers or competitors.

"I think what really matters is finding out, as a business, what your style is, what your community wants and what they respond to," he said. "Then managing that appropriately."