Building a Brand’s Voice: Why It’s Okay to Tweet About Scandal

Every Thursday night at 10 p.m., my Twitterfeed explodes.

I don’t personally watch Scandal, but apparently a ton of the brands I follow on Twitter (many of them in the fashion industry) have a social media manager or editor who does. When I logged onto Twitter, I found tweets from @DKNY, @StyleIT, @thePRwoman, @StyleRepublic, @psimadethis, @strategyDC, @ThisThatBeauty, @EatShopLiveNYC, @Pantene and TONS of others, live tweeting along with #scandal.

And that’s okay. In building a brand’s voice, it’s not all about constantly touting your product, service, or brand. If every tweet is a link to an article, an announcement of a sale, or an Instagram of your product, you may be building a voice, but that voice isn’t human.

In this changing online sphere, consumers are looking to interact and engage with brands. They want to see the human side of brands who share their interests and passions. Brands can and should absolutely be opinion leaders on Twitter, but if consumers can’t identify with them, they’ve failed in their social media efforts.

And that’s why tweeting about Scandal is great. Go where your fans are! If fashionistas are loving Kerry Washington’s style on #scandal that week, that’s where the fashion blogs should be. For example, @Pantene partnered with bloggers @StyleIT and @ThisThatBeauty to talk about hair trends on #scandal, using the custom hashtag, #WantThatHair. It’s genius!

What do you think about brands tweets about topics that are technically not relevant to their product/service? Yay or nay? Let me know by tweeting @staceyalevine!

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