If there's one thing integral to the success of any Twitter marketing campaign, it's this: know your company's Twitter handle.
That may seem like a simple task, but it eluded the person at Denny's who typed up menus that misdirected customers to a Taiwanese Twitter address. And while typos happen, there's a bigger issue for Denny's: no one noticed for four months.
The menus were printed in October and directed customers to "Join the conversation!" online. Except rather than pointing consumers to one of Denny's two official Twitter accounts (DennysAllNightr or DennysGrandSlam), the menus printed up the Twitter handle of Dennys Hsieh, a man living in Taiwan.
The menus were placed in 1,500 Denny's locations nationwide, and they may be fixed any time soon. A CNET reporter recently noticed the glitch and contacted the chain's social media firm.
Alan Miller, the co-owner of Filter Creative Group, tells CNET that "Denny's is fully involved on Twitter, keeping two separate accounts... the restaurants' breakfast and late-night menus aren't marred by featuring the wrong Twitter ID."
Miller's emphasis on what Denny's produces on Twitter doesn't seem a particularly good calling card for his firm. Being active on Twitter isn't the same as engaging customers in the space.
Rather than reprinting the menus, Denny's was hoping to take over Hsieh's account, since he hadn't updated it since August. But that doesn't seem like a likely fix at this point, considering that Hsieh has taken up tweeting again since the CNET article ran.
And while Denny's may have an active Twitter presence, it's not clear that consumers are taking notice. For example, it took one article on CNET for Hsieh to start twittering again. But four months of free advertising on Denny's menu didn't motivate him. Chances are, few people took the lead from the menu to check out Dennys on Twitter.