My favorite brand on social media is Denny’s. The diner chain eschews pretty much every marketing convention, and that’s exactly why its efforts stand out so much.
The company’s online personality has been compared to that of a “chill teenager.” Its Twitter feed is filled with juvenile humor, rarely promoting the restaurant’s actual food in any serious way. I doubt many people find the image of a pancake in a shoe appetizing. The Denny’s Instagram page looks like some sort of bizarre avant garde art project.
None of this goes by the book. But Denny’s scores tremendous engagement on almost every social media channel, and has developed a cult following of sorts on the web thanks to its quirky content. This has proven to be a significant differentiator for their business.
As the old saying goes: the more things change, the more they stay the same — a saying that certainly has resonance across the marketing industry right now. 
