The answer: YES!
As we read the case study “Hamilton won more than Twitter” it became evident that a brand can rely on the voice of its social media in order to propel forward. However, this can work either way, and the brand can become stagnant and out of date due to its particular social media voice as well. Luckily for Hamilton, its creator Lin-Manuel Miranda was a genius.
As Hamilton started to unfold in 2014, Miranda left the gate at a gallop when it came to social media. He began by inviting digital media influencers to see Hamilton, in hopes they would have new aged ideas on how to market a then off-Broadway show to ensure its longevity. Weather Miranda or one of these influencers had the idea to personalize Hamilton’s approach to social media still remains unknown, but this idea alone set the pace for what the show became.
Miranda took to Twitter, Instagram, Facebook, and later YouTube to connect with Hamilton fans around the world. He personalized his content, showing the person he was on and off stage, and focused on “humanizing” the brand of Hamilton. On Twitter especially, Miranda would connect with all different types of people on content they both had in common, respond to questions one on one, and re-tweet celebrities who loved Hamilton to promote the overall brand. In the years since Hamilton has been released, it is still considered to be one of the greatest successes of a Broadway show on social media, and has the largest number of followers of any Broadway show to date.
However, Hamilton’s creator can’t have been the only one to crack the social media nut, so what are some other brands who have a distinct voice that propel their brand forward?
Let’s take a look at Wendy’s. Wendy’s is a fast food chain that has the face of a nice little girl on their signage, and serves “fresh never frozen beef” as they would always like you to remember. But what isn’t so “nice” is their social media “voice”, especially on Twitter.
Wendy’s decided that it wanted to be catchy on its social media, and really provide content for its followers that would be remembered throughout their day. And you know what? It WORKED. Wendy’s tweets are a forced to be reckoned with, and they also pride themselves on responding directly to as many of their customers as possible, usually with a cheeky comment. Like Miranda, Wendy’s has become one of the top fast food chains in the social media realm, and to date has more followers than Taco Bell and Chipolte.
So, why are these two brands social media voice such an important example? It’s simple. The voice of a brand on social media can make or break the way that customers all over the world are able to react to said brand. Social media can inspire brand loyalty which in turn can convert to profit for the brand. Without a strong social media presence in this day and age it is hard to compete with other companies in your sector.
What are some of your top brands social media voice? Are they cheeky and savage or stagnant and boring?