Could being a ‘disruptor’ on social media be right for you?

What’s a disruptor? The term ‘disruptor’ is generally used to describe a way of doing business that improves a product or service in a way that the market doesn’t expect. How can we relate that to social media? It might be a brand tweeting in a way that surprises you, such as @Waterstones Oxford Street:

Tweet by Waterstones Oxford Street

Or perhaps making oddball statements that catch you off guard, like @BetfairPoker do:

Tweet from Betfair Poker

The benefit of tweeting in such an unexpected way is that it encourages a lot of engagement. The jokes and sometimes silly updates capture people’s imaginations and they respond well.

Why do they do it?

  • It makes you stand out from the crowd
  • Being funny is likely to encourage retweets, shares and likes
  • It doesn’t harm their brand.

How can you do it? 

This isn’t for the faint-hearted. It takes courage as well as a willingness to see it through. You also need someone doing the updates who is able to tap into the tone of voice consistently, not just ‘when they feel like it’. If you chop and change your quirky tone with corporate-speak updates for offers or to share press releases you’re going to confuse your audience.

Our advice:

  • Be clear on what the tone of voice is
  • Have an idea of what you will post on and how often
  • Decide how you will deal with issues such as bad publicity, or your brand being in the news (for positive or negative reasons).

Could using a ‘disruptive’ tone of voice be right for your brand?

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