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Social managers need to fill a content calendar with hundreds of posts over the course of a year. Zooming in on a single tweet and trying to ladder it back to their “branding strategy” is a bit of a fool’s errand. I also don’t mind the tweet. Most Americans love coffee and SBUX has more locations than any other chain. I guess that’s why that format caught on as a meme - the subversive simplicity of it makes me smile, especially in comparison any other BS they’d normally be tweeting on a Tuesday.
Also some terminology alignment:
Brand strategy= what the brand stands for in the world. Not tied extremely closely to a single tweet
Branding= usually relates to a brand’s visual identity
Content (or social) strategy = the plan that a single tweet could be held up against
Branding strategy = not a real term
This was a fairly pervasive meme at the time… Being culturally relevant is a good branding strategy.
https://knowyourmeme.com/memes/brands-tweeting-one-word
I truly can’t understand how one can take this single tweet out of context (one word tweeting was a HUGE cultural meme at the time) and say it represents their branding strategy. The thing this tweet shows is that they are in tune with culturally relevant trends. Do you feel the same way about Wendy’s Meat Tweet?