Brand Banter: Very Social Media

brand banter social media
Value added? Conversation and messages from big name brands

Chances are you’ve probably seen this already, but yesterday saw what is being dubbed ‘the greatest twitter conversation of all time‘.

At the time of posting, the Buzzfeed page showing the brandter (colloquial contraction of brand banter) in all its glory had received around 1.2 million views – yes you did read that correctly!

It’s pretty safe to say the social media teams at these brands will be getting a pat on the back at the very least.

It raises an interesting point though – how should a brand interact on twitter?

Should it broadcast news and messages in a very corporate way and severely limit interaction? It depends on the brand, but in the vast majority of cases this would be a mistake.

Should it follow guidelines and split its activity by proportion? For instance I’ve heard: 40% content, 30% engagement, 30% sharing being talked about as a rough rule of thumb in the past.

Or, as we are seeing becoming increasingly more prominent, should brands have a very human personality or voice that echoes the brands values?

On their own brands like Brewdog, while not to everyone’s tastes do this very well.

This conversation brought a number of these distinct brand personalities together to produce something very special.

What we saw here was the initiative, wit and humour of the social media team come to the fore – a part of customer facing business that is all too often undervalued by smaller businesses than these big name brands.

In legal terms, a business is classed as its own personality, and treated as if it were a personable entity. Along similar lines, should we treat a brand as such, anthropomorphise it? Allow it to develop a distinctive voice? And, if so, to what extent?

I’d love to hear your thoughts.

Matt Silver

CIPR accredited corporate reputation consultant at Ketchum with an interest in emerging technologies, social business, politics and policy. Fond of fine food and drink. Member of PRCA & CIPR #AIinPR panel.