I follow several corporate brands and celebrities on Twitter, but they rotate often; I get bored with the content or excessive tweeting. For me, there is nothing worse than an account that tweets every three minutes.
After watching the movie Pitch Perfect—a must-see if you work at Likeable—I decided to follow Anna Kendrick on Twitter. Right away, I was pleasantly surprised by how likeable she is. Here’s what I think we can learn from @AnnaKendrick47:
Absence makes the heart grow fonder. You don’t have to tweet constantly. If you don’t have anything to say, then don’t say anything. According to Twitter Counter, Anna averages three tweets per day. Over the last three months, the most she’s tweeted on any given day is five times. On average, she gains more than 2,900 fans per day. Sometimes followers aren’t following you (or the brand you manage) to know your every move, but instead to learn key insights you choose to share. At times, silence can be golden.
Respond personally and selectively. An occasional response can be more special than responding to every. single. mention. When you do respond, make it meaningful. When Anna responds, it’s clear in her tweet that she has actually visited the person’s Twitter profile.
If you’re selective about who you respond to, your fans will fight for your attention. They may even create an engaging conversation that deserves a response like this:
The best conversation ever? That’s pretty powerful.
When brands respond, each interaction should be personalized and authentic, not the same canned, automated response. JetBlue is really good at responding to its fans, like the time the brand gave someone a BROHOOF (I didn’t know what it was either). When you’re thoughtful and strategic about responding, that becomes meaningful.
You don’t always have to be PC (or PG). I happen to love when people curse on Twitter. It shows me that they aren’t scared to put themselves out there. I’m not suggesting that brands start cursing like sailors on social platforms, but the occasional slip could make your brand more authentic. People use slang daily. (When did “amazeballs” become a thing?) Incorporating these colloquial terms can make a brand sound less corporate. Stick to your brand voice, but if that allows for the occasional slip outside your comfort zone, take the risk. It could make you more likeable.
Disclaimer: Please don’t go off the grid or alienate your fans with vulgar language. Celebrities can obviously get away with things that brands cannot!
What are some examples of “rule-breaking” that you think brands can get away with? Share your thoughts in the comments!