Each social media has its own distinct personality, culture, and use. Instagram is where everyone becomes an avid photographer and shares that amazing sunset view from last summer’s trip to Madrid. Facebook is the family reunion ground that unfortunately, reminds us of those awkward thanksgiving dinners. Yet, no other platform’s personality and culture is more notorious than Twitter’s. Twitter has been claimed, branded, and peed on as millennials’ “safe space.” Twitter is like looking into each user’s brain, and just like most people’s thoughts, it jumps from topic to topic. Users go there to learn the latest in current events, to share their concurrent or contentious opinions on those events, stumble across presidential reports, and to get lost in the endless cycle of memes.
Above is from a user’s perspective, but what has caught my attention is how companies have navigated through Twitter. There are companies who use twitter to respond to the grievances or satisfactions of their customers. Others use it as another platform to showcase their products, services, or messages. But, there are companies who go a step beyond and take advantage of the ease to interact. Twitter is especially popular because users laugh with and at each other. Companies have taken note of the fact that witty and savage humor is why people keep coming back. Brands like Wendy’s, Burger King, Arby’s, and the most recent newbie, MoonPie, are known for embracing the twitter culture, growing their following with comments like the one below.
Through Twitter, we can witness how technology has shifted marketing from one-way communication to a conversation. Twitter is unlike any other social media platform in that companies can create a more personal link with consumers in an informal setting. Instead of a just a company, they become like “us,” engaging in banter and demonstrating that they are just as petty as the rest of us.