TWITTER:
If a tweet can start a friendship, then a tweet can start a fight.
As 2016 came to a close, Twitter found itself in new territory. Ten years after Jack Dorsey sent the first tweet, he returned to helm the ship amidst the most turbulent time the brand had seen. Our task was to reengage the Twitter audience and the culture of Twitter in general. It was now time to own not just the positives of connecting everyone everywhere, but also the negatives. It was time for a long look in the mirror, and to make good on Twitter’s Core Value #3: Communicate fearlessly to build trust.
The first wave was focused internally, then on owned properties and the brands they collaborated with daily (B2B). Two consumer opportunities arose that year to put this thinking into action– #ThisHappened, a breakdown of a decidedly crazy year as reported by tweets, and the first annual #TwitterAwards which highlighted the most effective and bravest uses of the platform.
