Given the prevalence of social media in our culture, it’s hard to believe it was barely a blip on our radar a mere decade ago. However, the impact it’s made on the business world is undeniable. It’s changed the way businesses relate to each other and how brands engage customers. Competitors let their hair down Traditionally, companies have only acknowledged their competitors in ways that highlight their own strengths and downplay the competition. Thanks to social media, brands have discovered that a little light-hearted banter with other brands in the same space can have a positive impact on customer perception. The marketing teams behind the social accounts for Kit Kat candy bars and Oreo cookies took an opportunity to have a little fun with each other when a Twitter user Laura Ellen proclaimed her love for both snacks. Kit Kat made the first move.