When (and How) to Use Humor in Your Social Media Engagement. A bit of an edge to social media engagement is nothing new for many brands. It’s important to note two important points here: First, Taco Bell has built its social media brand voice around snark; and second, the tweets from Wendy’s have gained so much attention that major news outlets are covering them. When Humor Works Now, if you’ve built your brand around irreverent humor the way Taco Bell has, then you don’t have to think about when humor is okay. How to Use Humor It probably goes without saying that your humor in social media engagement should endeavor to be inoffensive, even when using sarcasm. You may need to reword your response a few times until you get it just right. A Change in Brand Voice The result of a successful flame on Twitter could be an entirely new brand voice, even if only for a few days. Wendy’s has seen a rise in social media engagement over the past two days, with hundreds of users begging for their own roast. What followed has been an exercise in hilarity and a totally new brand voice for the wholesome restaurant. Keep in mind that simply changing your brand voice isn’t always the best idea.
If you pay attention to marketing news, then you’ve probably heard a few things about Wendy’s in the past few days. The fast food giant has used social media engagement to flame more than its burgers lately. The good-natured roast started when a Twitter user accused Wendy’s of lying about their never-frozen beef. What followed has become the stuff of legend.
A bit of an edge to social media engagement is nothing new for many brands. Take a look at Taco Bell’s Twitter history, and you’ll see where Wendy’s may have gotten their inspiration. Still, it’s unusual for good-guy Wendy’s to hit back—so unusual that the restaurant chain had to assure news outlets that they haven’t been hacked.
It’s important to note two important points here: First, Taco Bell has built its social media brand voice around snark; and second, the tweets from Wendy’s have gained so much attention that major news outlets are covering them. We’ll touch on these things in just a moment.
When Humor Works
Now, if you’ve built your brand around irreverent humor the way Taco Bell has, then you don’t have to think about when humor is okay. It’s your thing. It’s what you’re known for. If, however, you’re considering a break with your usual branding, choosing when to use humor requires some wisdom and, well…some tact.
If your plan is to change your brand voice on social…
COMMENTS