Arby’s earns a spot on the list largely for a very recent social media success. During the 2014 Grammys, one of the most popular topics of conversation on Twitter was Pharrell’s hat. Somebody on Arby’s social media team saw an opportunity to cleverly respond to this minor pop culture moment:
[tweet https://twitter.com/Arbys/status/427614008946855936%5D
The tweet — which racked up more than 83,000 retweets — showcased the type of swift, clever dig that so many brands shoot for during major cultural events but that few execute successfully. It definitely marked a standout moment for the Arby’s social media presence, but overall, the brand does maintain a fun, quippy repartee with its followers:
[tweet https://twitter.com/Arbys/status/426062905147416576%5D