Something to think about brand story & digital experience

Article: Social media broaden beyond the 140 characters

Have you ever taken a look at a twitter account that is based on a different language? For example someone from South America? Or a brand from China? Then you’ll be amazed at the difference in communication. Because of the presence of social media platforms it has become clear that communication is more than just the language.

In reading some of the individual posts from South America, it could be compared with reading a chicklit story. Thus entertainment is the focus there. In reading the posts from China, they resemble a telegram style. ….STOP….. STOP ……STOP. Ideal for people who are too busy to take all texts and still be understandable for the audience. Posts in french have something very gently and neatly in them. There are great for retweeting or favoritizing.Of course the posts dependent on the branch, the subject, the type of tweeter, and so on. American posts resemble somewhat of a rawness, a WYSIWYG (what you see is what you get) attitude. Thus as it comes to the twitter pages of some persons or brands there is more to it than just reading the tweets. There is also a piece of or a whole lot of character behind the tweets. Of course, this varies from time to time. But what if the content of the tweets from brands could also vary from time to time? The brand would occasionally surprise follower with a tweet in a form that he or she is not used to. The tone of voice is the exactly the same, only the content has changed. Suddenly, the element of surprise would be noticed and the follower would experience something new, something different than how it obviously was before.

On the basis of data we now know more about the consumer. Even what the ideal consumer is. Still we don’t know how the consumer is in discussions with others except the conversations carried on about the brand.

Strong associations between the tweet and the tweeter

It strikes me that Twitter conversations are much more vivid when the tweeter is strongly associated with the tweeted information. The tweet shows the true personality of the tweeter and therefore of the the supposedly brand. Also authenticity is extremely important and tweets that illustrate this will hit the right note with their followers. Some brands such as Taco Bell understand the impact:

I would even bet that the brand tweeter(s) have had direct personal contact with some of the followers to know how their followers speak, act and resonate upon the brand. It wouldn’t surprise me at all if the brand tweeter would be also helping me choosing my product in the store. The best way to say it is: get to know the people to become their brand.

It is conceivable that some brands vary their communication style to keep a bit liveliness in their tweets. How would it be if the brand would apply a telegraphic style and then over some time send a fine and neat tweet and then set a bit of rawness in their tweet? On the other hand, brands want to watch out they don’t become a person tweeting instead of a brand tweeting. I think it’s an art to hold to your authentic tone of voice and still vary the communication style.
Now that the World Cup starts, this is an ideal time to look at how the communication takes place in several countries. You’ll be just as surprised by all the communication styles and perhaps you yourself become inspired. Enjoy it!