From dealing with trolls to slightly unhinged ramblings, these companies turn corporate Twitter feeds into comedy gold
In today’s social media landscape, Twitter has become one of the primary means of communication between large, faceless companies and their consumers. Sometimes, a corporate Twitter account takes really bad missteps (see the JP Morgan fiasco and numerous other corporate Twitter fails). Sometimes, though, the person handling the account manages to turn it into a powerful marketing tool full of wit and snark.
UK telco Tesco Mobile used to have a fairly run-of-the-mill corporate Twitter feed. That all changed when they hired British agency Jam to coach their customer care team on a tone of voice for their #nojoke campaign. The move resulted in such gems as this:
@JayFeliipe Are you really in a position to be turning girls away?
— Tesco Mobile (@tescomobile) October 16, 2013
Another company who is using a similarly hilarious and snarky tone on the Twitter feed for its online casino sites is BetFair; more specifically on its poker division. The feed is decidedly less sales-y than Tesco’s. Much less sales-y, in fact, that among the numerous slightly unhinged tweets on its feed you’ll only find the occasional tweet promoting the company’s services outright.
The online casino’s poker feed can come off as strange to the first-time reader, but as ad exec Phil Adams puts it, there is a method to the madness. The company actually hired comedy writers (exactly who these writers are remains a closely guarded secret) to man the keyboards. Judging by the response, their gamble paid off.
“The trick is to give your followers something they aren’t getting elsewhere,” says online marketing firm Custard of the original poker marketing strategy. The firm adds that while the output of the mind behind the feed may not be to everyone’s tastes, “the chances are his inane ramblings will leave you stifling sniggers behind your computer screen. And stifled sniggering leads to sharing.”
The company has yet to use a similar tone for its main Twitter feed, but judging by the positive feedback it’s received so far perhaps it’s just a matter of time.