Now choose one of the organizations from Exercise 20 and visit it on different social platforms. What does the company do to engage customers?

Write a short report to the VP of marketing to identify what the company does well and how it could improve. You might recommend changes in writing style or platforms, or you might suggest ideas for engaging more people or for engaging people in more creative ways. Include principles learned from this chapter and from your own experience interacting with organizations on social networks.

Exercise 20

You read about American Airlines’ principles for writing tweets. Read a few recent tweets at https://twitter.com/AmericanAir and compare them to another airline’s writing style. Which sounds more genuine and authentic? Which do you prefer and why? Now compare these tweets to organizations in different industries. Read tweets from a bank, a clothing retailer, a technology company, and a nonprofit organization. Describe differences you observe in writing style.