Communication Breakdown: Brands Struggle On Twitter

Be human, conversational, and on-brand. These Twitter guidelines are easier said than done for brands on the social platform. Digiday’s “Tweeting Bad” segment gives plenty of Twitter mishaps to gawk at, but how do we put an end to this shameful activity? 

Aside from getting great copywriters, there are a host of tools that aggregate relevant stories across the web based on a brands interest. With technology from Percolate, Rallyverse and others, brands can find their voice and publish timely commentary on a range of issues aside from their product.  Because if you’re a CPG brand, there are only so many tweets you can post about toilet paper and baby wipes.