Sometimes you get the impression that some brands’ social content was a whole lot of fun to make. Who wouldn’t want to dole out humorous one-liners and quips the whole day through

Some have taken real-time marketing to the next level and aren’t just responding to events, but adding value to the content by making them a joy to read. What results is highly engageable, hyper-shareable branded content.

Waffle House

Waffle House’s Twitterfeed is full of breakfast-inspired poetry and every so often, a really strange non-sequitur and it is fantastic. As unpolished as it is, Waffle House succeeds in giving the regional diner chain the voice to engage with its brand advocates– and a really good drag net to find new ones. Waffle House understands that its followers are tired, hungry and cash-strapped millennials who are looking for a darn good waffle at 2 a.m., and it doesn’t judge.