Brand twitter has a long and venerated history dating back to 2007. How can you honor the medium while winning over your audience? By following the following:
People visit twitter.com to avoid real life, not to watch a fellow internet citizen get dragged by a mattress brand. To quote the iconic “How to Brokaw,” advertising is “any opportunity for a blind date between a brand and a person.”
So, you can be a jerk who’s rude to the waiter or the smart, funny catch who’s also a generous tipper. Your call! Even if your shtick is “epic” “clapbacks” or drawn-out brand beefs, you can always make nice. Right, Goodyear Blimp?
Be noticed for the right reasons
I do not know which website I visited or deity I wronged to receive promoted tweets from T-Mobile, but super sell-y content from their “magenta-loving CEO” often pollutes my timeline and kills my endorphins.
Meanwhile, the Kool-Aid Man sometimes busts through a cinder block wall and onto my feed. And though it’s unsolicited, the posts don’t scream #corporatecontent—they yell, “OH YEAH!” They’re just stupid enough to be silly, social fun.
If you’re going to push yourself onto people, deliver them quality, stand-alone sentiments so your intrusion is a delight and not a drag.
Remember: you don’t have to have a take on everything. Followers will enjoy #NationalHugACatDay even if their local car wash doesn’t chime in on it.
But there can be unbridled joy—and increased engagement—in getting topical. In that case, shape your social to be industry-applicable and comment in your ownable voice, whether that’s “death-positive historical cemetery” or “the smartest kid in English class.”
Have a weekend worth posting about, everybody!
—Your extremely online friends at Brokaw.