The idiocy of corporations on Twitter

A lovely feature by John Oliver about the idiocy of corporations on Twitter:

For a deeper analysis of corporations on Twitter, see this great essay on weird corporate twitter:

We all know that a corporation’s Twitter account is managed by a social-media worker (despite Denny’s claims on Twitter to be an “egg” rather than a social-media guru). Social media managers for corporate brands tend to be young people steeped in digital culture, who may be junior in status but are tasked with building a newly “hip” brand essence for the social media reading public. So does the frisson of reading these weird corporate tweets happen because we are rating the social-media manager’s performance on Twitter, like an Olympic judge holding up a score at the end of each tweet (and supplying important metrics to the brand at the same time)? Or does the Denny’s brand’s mewling Twitter intimacy make us feel paternal, bound to support and foster our corporate brand children as they speak to us through the web, learning our native medium?

Categories: Digital Sociology

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