Every day Twitter users send over 500 million tweets in over 35 languages. That is quite a bit of noise in which to become the signal. As you will see, from movie studios to brands are competing like mad for a mindshare (link) to eventually make you an advocate, customer, or both.
Why do brands adopt a human voice on social media? A well-placed response will resonate with your audience and have a reach that more is more
Also, Americans love to buy goods but seldom want to feel like a company is peddling said wares. It seems creepy and sends market share running for the hills in most verticals.
Here are two examples of brands hitting the right tone in their attempts to communicate with people communicate.
The 20th Century Fox subsidiary monitored Twitter for recurring conversations and saw #WednesdayWisdom emerge as a newer hashtag to the washed up #MondayMotivation.
Next, they quoted a Tyler Durden (Brad Pitt) from the cult film Fight Club. Drenched in nostalgia, sex appeal and anti-capitalist philosophy, this one is a keeper.
Further reading: Fox’s Weak Home Video Sales Depress Revenues In December Quarter
Today, a clever ad from the storied American soda company with this smart advertising. Remember, last year, Coke’s Share a Coke campaign won hearts and sparked conversation about more than their appearance in Mad Men’s final episode.
This is smart because Coke launched a Twitter handle around music. Think about the massive quantities American dole out out on food, sports, and music each year.
The ad also provides value as it offers music in exchange for attention. The brand is taking (by interrupting you) and giving (by giving Spotify listeners music).
When you click the Spotify link, here is what you get:
Notice the Coca-Cola plug (again) in the bottom left even though it is a Spotify page.
Remember brands don’t always want your money. Sometimes they want your attention. If you have a positive association with a brand, you are more likely to recommend it two others, use it yourself, and pay attention they next time you “see” them.