If you want an example of how to do this the right way, look no further than Newsweek’s Tumblr account - more specifically, check out the comment and tags for the post above. They’re a serious professional journalism corporation that isn’t afraid to have a voice and a sense of humor - it’s refreshing. I hesitate to use the phrase “They get it” - not because I think they don’t, just because it’s a severely overused phrase - but what I will say is that I enjoy the way they choose to engage their audience (me) online.
More often than not, a “brand” overshadows the “people” who make the brand work, but most people I know prefer interacting with other people online, not with corporate marketing strategies. Newsweek makes me laugh and pay attention because they allow certain personality quirks of the people who work there to shine through; which is such a simple and still underutilized thing.
Other tags I’ve seen recently “Understanding our system of government is hard!” “We don’t care what Nick Sparks says Blood Meridian is awesome” and “Oh for God’s sake we’re really going to have to step up our game”
Well done, folks, well done indeed.
