What can be sassy, witty, and all-knowing at the same time?
A dictionary. Specifically, Merriam-Webster.
The discussion surrounding humanizing a brand via Twitter has been going on for some time now. Twitter is the social media platform for communicating the way you think in the most succinct and clear way possible. Users only have 140 characters anyway, so they had damn well be clear about what they have to say.
Yet though we're edging into 2017, brands are still scared of being totally open on Twitter. They even have trouble responding to customer interactions within 24 hours.
For those of you who want to say, "well maybe it's better that people get out of the instantaneous expectations mode" it's just not the reality. To a certain degree, this is how our world works now.
Audiences have a wealth of information at their fingertips. They don't have time for clutter or sameness. Brands need to win the Battle for Time to stay afloat.
So given the current climate, Merriam-Webster is unabashedly displaying its personality for all to see on Twitter. People may not often jump to buy a dictionary, but they will jump to read this dictionary's tweets, all courtesy of writer Lauren Naturale. Worthwhile content = more visibility = more eyes. Simple.
Merriam-Webster even slayed Slate editor Gabriel Roth.
Ready on for some serious wordsmithing, courtesy of OZY.