Every once in a while, brand tweets will appear on your timeline that are so perfectly executed you’ll wish you came up with them yourself.
Both the CIA and the CSIS do an outstanding job of adapting their voices to social media. They add a touch of tasteful humor while staying true to themselves. This type of voice wouldn’t be appropriate for their official website, but it’s perfectly suited for Twitter. Even in an industry as regulated as Federal Intelligence, you can still get creative and showcase a personality on social media.
During the famous blackout at the 2013 Super Bowl, Oreo published this famous tweet. It was a breakthrough in social media, pioneering real-time marketing strategies focused on trends and immediate feedback. The tweet did so well because it was relevant, witty, and on-brand. Real-time marketing can be tricky, so always consider your strategy and voice before sending anything out.
Star Wars fans celebrate their own unofficial holiday using the popular hashtag, #MayThe4thBeWithYou. Airbnb seized the marketing opportunity by tweeting this short video that perfectly captures the sense of adventure their brand is known for. It’s a good example of how a trending hashtag can generate buzz and increase exposure. Don’t jump on every single popular hashtag as users are keen enough to see through insincere posts. Only get involved in trends if you can provide the right content and message to add value to the conversation.