{"id":70335,"date":"2014-03-21T15:25:51","date_gmt":"2014-03-21T15:25:51","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/subverting-relevance-is-king-social-media\/"},"modified":"2014-03-21T15:25:51","modified_gmt":"2014-03-21T15:25:51","slug":"subverting-relevance-is-king-social-media","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/subverting-relevance-is-king-social-media\/","title":{"rendered":"Subverting the &#8216;relevance is king&#8217; approach on social media"},"content":{"rendered":"<p>When we talk about content, we talk about relevance. Crafting an identifiable tone of voice and some truly engaging copy to resonate with your audience is vital to a content marketing strategy. That\u2019s especially true on social media, where likes, favourites and shares are evidence of how much your audience agrees and identifies with what you\u2019re posting.<br \/>\nSome rules are, however, invariably designed to be broken.<br \/>\nThere are three Twitter accounts that very deliberately disrupt the typical idea of how brands in their respective industries are \u2018supposed\u2019 to sound. Arena Flowers (<strong>@ArenaFlowers<\/strong>), Betfair Poker (<strong>@Betfairpoker<\/strong>) and GCS Recruitment (<strong>@GCSRecruitment<\/strong>) all shake things up, and have gained thousands of followers as a result.<br \/>\n<strong>Arena Flowers<\/strong> is an online flower and gift delivery service. Their bouquets may be pretty and lovely \u2013 but their tweets are as sharp as the thorns on the roses they sell \u2013 witty, topical and highly entertaining. Images with text are a regular feature, including dubious \u2018facts\u2019 on special occasions and quotes from famous people that really need to be double-checked for accuracy.<br \/>\nOur favourite from Arena Flowers is one of the most random pieces of factual advice we\u2019ve ever received: \u201c<em>Some owls can turn their heads 360 degrees. Others use a bayonet fitting. Always check the fitting &amp; wattage when replacing your owl&#8217;s head.\u201d<\/em><br \/>\nIn contrast to florists, betting shops do have a bit more of a reputation for being humorous and a bit cheeky \u2013 when they\u2019re not just asking who\u2019s going to score the next goal or whether the next card played will be an Ace. <strong>Betfair Poker<\/strong> is one, yet it doesn\u2019t go for the instant shock factor that\u2019s seen Paddy Power get into some trouble recently. Their Twitter account does still make concessions to their industry with sporty jokes, which impressively are still funny to non-fans because they <em>aren\u2019t<\/em> filled with sports terminology and they<em>are<\/em> just plain weird.<br \/>\nOur favourite from Betfair Poker is this vaguely sporty fact that we\u2019re not sure anyone would really believe: \u201c<em>BIRD FACT: Football and fashion icon David Beckham is actually 372 strategically plucked starlings.\u201d<\/em><br \/>\nAs for <strong>GCS Recruitment<\/strong>, you\u2019d typically expect their Twitter feed to advertise new vacancies. Far from it, as their tweets are more often than not dedicated to groan-worthy puns, plays on language and some bizarre takes on everyday situations \u2013 which as copywriters we obviously love to see.<br \/>\nOur favourite from GCS Recruitment makes the usual \u2018rules for life\u2019 and motivational mantras feel a bit dull: \u201c<em>Tomorrow you are a beaver, gnawing triumph timber with the incisors of inspiration. Stem the river of doubt with your determination dam.\u201d<\/em><br \/>\nGoing \u2018against the grain\u2019 and sounding noticeably different from your competition can work in your favour, especially in such a crowded space as Twitter where every single character counts. These accounts have definitely managed to stand out and gain more followers by steadfastly refusing to follow the crowd.<br \/>\nOur own Twitter account focuses on what we do best \u2013 copywriting, content strategy and tone of voice \u2013 and we\u2019re not afraid to use wit and a bit of written flair to raise a laugh or groan. Humour is a near universal way of encouraging empathy and emotional engagement, and the potential for retweets is high if you\u2019re tweeting something genuinely relatable. That\u2019s not to say that you always have to be funny, but if you can make those 140 characters (or fewer) click with your audience then you\u2019re onto a winner, just like in these examples.<br \/>\nSee what we\u2019ve got to say by following <a href=\"http:\/\/www.twitter.com\/strattoncraig\">@strattoncraig<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When we talk about content, we talk about relevance. Crafting an identifiable tone of voice and some truly engaging copy to resonate with your audience is vital to a content marketing strategy. That\u2019s especially true on social media, where likes, favourites and shares are evidence of how much your audience agrees and identifies with what [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[305,448,312],"tags":[],"class_list":["post-70335","post","type-post","status-publish","format-standard","hentry","category-content-strategy-us","category-digital-copywriting-us","category-social-media-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Subverting the &#039;relevance is king&#039; approach on social media - Stratton Craig - Global Copywriting &amp; Content Marketing Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/subverting-relevance-is-king-social-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Subverting the &#039;relevance is king&#039; approach on social media - Stratton Craig - Global Copywriting &amp; Content Marketing Agency\" \/>\n<meta property=\"og:description\" content=\"When we talk about content, we talk about relevance. 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