Look, you can’t go part-time on social. If you read the preface to this you will know that it’s easy to spot a fake in the wild. Something is just off.

In many cases, it’s how brands go about their responses that tips the hand.

There are three kinds of brands. Broadcasters, Responders, and Inhabitants.

You can find out which one any brand is by heading to their Twitter and clicking on “Tweets and Replies”

The Broadcaster:

Example: @Oracle

You can spot a broadcaster when they never reply to anyone else. They’re here to tell you about their stuff and that’s pretty much it. No replies, no likes, no service.

Sorry y’all, you just aren’t that into us.

P.S. I don’t envy whomever has been given the social role at Oracle. I’m certain they aren’t allowed to be nimble.

The Responder:

Example: @Slack

You will usually see a lot of replies to same-day tweets that mention their brand. This can speak volumes about a company’s commitment to customer success as well.

Props to Slack for being Johnny on the spot with their community.

The Inhabitant:

Example: @morningbrew

You can spot an inhabitant when they reply to people who aren’t remotely mentioning anything to do with the brand. They behave as if they are just there to hang out with the people on Twitter. You don’t find that many of these, but when you do; you’ll know it when you see it.

If you are building a brand and know who your customer is, you might want to make sure you are an inhabitant. The energy put into this can net you a loyal audience.

Takeaway:

This is stuff that affects pipeline for real.

No one likes a broadcaster that is only in it for themselves.

People want to know that your brand is a responder. Their success depends on it.

If you happen to be an inhabitant also… you might even pick up some of that brand affinity we are all after.

You’ll need to know which one you want to be for the Weekend Project.

Go ahead and self-diagnose.

Which one is your brand?
Which one do you want your brand to be?

You can tell me in the replies.

See you Thursday.

– Chris Handy

🎶 Musical Note: I’ve seen Jon Cleary live at dba on Frenchmen St. in NOLA three times. All the shows started at 3am. dba is currently temporarily closed. I can’t wait to get back there one day…

Do you know someone who needs to hear this? Bring your friends.

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The Outlaws of Demand

The Inhabitant Brand