Twitter Strategies of Popular Brands

This week, I'm comparing three successful brands to see how they compare on Twitter. Twitter is a microblogging and social networking platform. In most languages, each post can only be 280 words. For those tweeting in Chinese, Japanese or Korean it's a different story. When Twitter began it was only text. This platform still relies heavily on written content, even though pictures and videos can now be shared. Now what you've all been waiting for...

Apple “The No Strategy, Strategy”

Apple is an enormous company, with little brand presence on social media. This might sound like a mistake. It is actually a strategic move in the company’s social media plan.

Brand awareness is a main reasons organizations use social media.

Apple is already known around the globe. Customers come to them. The minute a new product is announced, thousands of customers rush to line up outside retail stores, waiting to make a purchase. Instead, Apple uses its twitter and other social platforms to communicate with customers.

@Apple

Every couple of minutes the #apple is used on Twitter. Apple has many sub-brand accounts on this platform:

This allows them to reply quicker, interact with more people and filter out negative posts. Because the Apple accounts are split into many groups, criticism is spread out. This diffuses any negative reactions that could taint the brand name.

Apple demonstrates that social media strategies need a clear purpose. No matter how big and complex your social media plan is, it won’t have your desired effect if it’s not strategic.

Netflix "The Entertainer"

An entertainment company at heart, Netflix continues to amuse customers on twitter. The company uses scenes from popular movies and shows to create original memes. Instead of joining in on the latest trends or simply attaching their content to events, Netflix creates it’s own moments. Here’s an example. This meme uses of my favorite childhood movies, The Princess Diaries:

More than six thousand people shared this tweet, adding their own comments or tagging a friend or family member. Netflix is an entertainer. People know that weather they are streaming on the app or scrolling through the Twitter feed, there is a laugh, cry or emotional moment to be had. This explains why the memes still receive attention in the crowd. Netflix on Twitter is like the friend who can always make you laugh, is there for you in your hard times and always remembers your favorite movie.

Eye Spy

The Twitter account is based on mutual relationships. Recently, the company has been sharing posts of Halloween costumes inspired by Netflix original series. These company is not tagged in either of these posts, but still managed to find and interact with them. This is a sign of a next level strategy. Netflix is able to keep tabs when their shows are referenced online by tracking hashtags and fan accounts.

Merriam-Webster "The Smart-A"

This well-known dictionary may give you flashbacks to your elementary library days. One look at its Twitter page and you might just be charmed by the company’s whit. Written by the book’s editors, the page is sharp, refined and full of unexpected humor. This adds a personal feel to the academic brand. The strategy involves sharing vocabulary words of the day, defining trends and wordplay. Here is a line-up of their recent posts:

The strategy does an amazing job of engaging audiences on a topic that may put some to sleep. It stays relevant by linking content to holidays and happenings. The brand has the personalty and voice down to a "t", which is reflected in each and every post.