There is never a content update that Taco Bell makes that I don’t either like, retweet, or share because the voice of the brand connects with how I identify myself as a person—a devil may care attitude uniquely tailored for the young professional. Now, I may be giving a Mexican fast food joint too much credit, but their social media campaigns offer two valuable insights into how to breathe life into brand.
The primary reason for my dedication to the brand involves the personal level of engagement it cultivates with its friends and foes within its community. As you will see in the examples below, great care went into crafting updates and responses that communicate that the brand is listening to its customers, but is also having fun in the process. My most recent favorite three tweets:
Now serving #Churros. You’re welcome. twitter.com/TacoBell/statu…
— TACO BELL (@TacoBell) November 16, 2012
Anything could happen in #2013. twitter.com/TacoBell/statu…
— TACO BELL (@TacoBell) January 3, 2013
The dark #spork rises. twitter.com/TacoBell/statu…
— TACO BELL (@TacoBell) December 5, 2012
There is a rhythm to the posts and the content is always fresh and ready for the digital media customers. This regularity creates a familiar bond with members of the brand’s community, and it is critical for maintaining a high level of engagement. Most importantly, the chance for a personal shout out by Taco Bell provides a great incentive to interact.
When evaluating the voice and digital content strategy of your organization, it is critical to not only know your audience, but also to have an innovative mindset and be open to creative messaging that is timely and relevant.