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An Online Presence Unlike any Other: Changing Corporate Comms in the Era of Social Media

Written by Steph Strickland and Daniel Abood, Illustration from 

 

What’s something you can say during sex, but also when you’re writing an article for The Agency? 

This is good for my brand. 

On December 5, Netflix joined in on viral Twitter trend and caused a social media commotion among corporate brand managers when it tweeted this: 

While this tweet may seem like fun and games, it speaks to a larger effort by social media strategists to reach younger consumers in new –  and sometimes unconventional – ways. Among this generation of consumers, the barriers of professionalism can be broken with the goal of appearing #relatable. 

Brand personalities are more important than ever. They create an ease of communication with audiences and opens the brand to its consumers, so instead of feeling detached, customers can feel they are a part of the process. 

As of December 11, this tweet has received 430k likes and over 100k retweets. Netflix’s ingenious plan of collaborating with other large brands has easily garnered this thread millions of impressions.

For our Gen Z friends, perfectionism can exit the chat. Unlike Millennials, they value a more realistic approach to personal identity and self expression that challenges the typical standard of perfection on social media. Gen Z trusts brands that don’t use photoshopped photos, as well as those who use actual customers in their advertisements.

Even if a feed “looks” perfect, the curators typically take an extra step to speak to their audiences candidly – or even cynically. 

Some brands, like Netflix, have gone full throttle with the informal and shareable social media content that seems to capture millions of impressions. And Wendy’s is another example of a brand committed to audience engagement at the demise of traditional workplace professionalism. 

Beyond typical customer engagement, Wendy’s has interacted with other brands in a wide variety of ways, from roasting McDonald’s for using frozen beef in its burgers, to flirting with Moon Pie. This constant creative social media engagement allows users to more meaningfully engage and connect with the brand on a personal level.

Some other unexpected players also joined the game, such as Grammarly. This grammar checking software has built a significant online following with the help of content marketing, a mix of paid and organic growth and some good-old-fashioned humor. 

 

The Final Thoughts

There is room for every type of brand to get involved with interactive and engaging content, but with each pun, post and sexual innuendo, it all circles back to your brand’s ‘why.’ 

How does each element of your digital presence fit with your larger goals as an organization? Are you compromising your voice to gain a few impressions? 

At The Agency, we are always thinking about how to creatively engage audiences, but we also understand that the voices behind these viral tweets may not fit every client’s needs — it all boils down to being authentic, and maintaining your brand’s personality equally across all platforms. 

So, get creative, be relatable, but more importantly, stay true to your brand. 

 

The Top Picks 

This viral thread was just too good to stop scrolling, so we’ve also compiled a few of our favorite responses. You’re welcome. 

  1. Yelp is great for reviewing local flavor. 

  1. Jimmy John’s likes it fast. 

  1. Enough said – TED Talks. 

  1. For our English majors, Grammarly has you covered – or not. 

  1. When it’s so good that even the competition gets involved.