{"id":530525197,"date":"2019-11-14T12:54:38","date_gmt":"2019-11-14T17:54:38","guid":{"rendered":"https:\/\/contently.com\/?p=530525197"},"modified":"2019-12-02T13:08:53","modified_gmt":"2019-12-02T18:08:53","slug":"rga-twitter-account-best-follow","status":"publish","type":"post","link":"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/","title":{"rendered":"How R\/GA&#8217;s Twitter Account Became the Best Follow in Marketing"},"content":{"rendered":"<p>Marketers love to talk about being leaders, but on social media, brands are usually two steps behind. They&#8217;re on Twitter because everyone says they&#8217;re supposed to be there. They&#8217;re posting links and using hashtags because that&#8217;s the way it&#8217;s been. It&#8217;s safer that way.<\/p>\n<p>In the same breath, though, marketers will sell you on the importance of a unique voice, of differentiating your company from all the other companies. That cognitive dissonance deserves ridicule\u2014as does a lot of what marketers say and do.<\/p>\n<p>That&#8217;s what makes the <a href=\"https:\/\/twitter.com\/RGA\">R\/GA Twitter account<\/a> worth following on a daily basis. R\/GA isn&#8217;t afraid to take a risk or make a joke. Over the last decade, it&#8217;s slowly hit the sweet spot of brands on Twitter: able to poke fun at an industry (and itself) without being too snide, silly, or stupid.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Content isn&#39;t king?<\/p>\n<p>&mdash; R\/GA (@RGA) <a href=\"https:\/\/twitter.com\/RGA\/status\/1187804886504759296?ref_src=twsrc%5Etfw\">October 25, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>I recently spoke with the person behind the account: <a href=\"https:\/\/twitter.com\/Chapinc\">Chapin Clark<\/a>, R\/GA&#8217;s EVP and managing director of copywriting. Clark revealed why the account evolved over time, what business goals he&#8217;s trying to accomplish, and how much time he spends on Twitter.<\/p>\n<p><strong>How did the R\/GA account start, and why did you decide to run it?<\/strong><\/p>\n<p>I took over the R\/GA account in 2009. That was the early days for Twitter. Before that, our corporate communications group was owning the account. A lot of organizations didn&#8217;t quite know what to make of Twitter. The account was a bit of a dumping group for job listings, press releases, that sort of thing.<\/p>\n<p>Our head of corporate communications at the time realized that we should be doing more with it. She approached me because I had been tweeting for myself for awhile. She asked if I wanted to do it as an experiment, just see how it goes. There was no pressure for a long-term commitment.<\/p>\n<p><strong>Was it any different from the voice on your personal account?<\/strong><\/p>\n<p>I started with a high-minded thought process. I treated it like it was an advertising news account or something. I tweeted a lot of links to articles and thought people would be interested if I commented on trends.<\/p>\n<p>Over time, I realized the world didn&#8217;t need another advertising news account. There&#8217;s Adweek, Ad Age, Digiday, Business Insider. All these companies, that&#8217;s their mission, and they do it well. I wasn&#8217;t adding much.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">The only real perk of managing a corporate account in addition to your personal is you can like things twice.<\/p>\n<p>&mdash; R\/GA (@RGA) <a href=\"https:\/\/twitter.com\/RGA\/status\/1194334087223242758?ref_src=twsrc%5Etfw\">November 12, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><strong>Are there any business objectives or goals aside from social media metrics?<\/strong><\/p>\n<p>Not losing clients. That&#8217;s the main business goal. That was a joke.<\/p>\n<p>The number one goal is just to be interesting. Whether that&#8217;s to be funny or to make an observation that resonates with other people, to stand out in some way is the goal.<\/p>\n<p>For R\/GA, as the voice develops, we&#8217;ve gained more readers and more people looking at the account, which has translated into a greater interest from job-seekers. Also, in conversation with some clients, I&#8217;ve heard that there was greater interest in R\/GA as a partner in social media campaign work and strategy as a result of the Twitter account. It signals that the agency understands how social media works and signals we walk the walk.<\/p>\n<p><strong>A lot of the posts are sardonic and self-effacing. Where do the ideas come from?<\/strong><\/p>\n<p>In the agency world, there&#8217;s a lot to poke fun at. Some of it is personal. It&#8217;s that things I observed directly in meetings and talking to people. I think a lot of it is just relatable.<\/p>\n<blockquote class=\"pullquote\"><p>Twitter is like a living thing. There&#8217;s a rhythm and a flow to it.<\/p><\/blockquote>\n<p>I think there are a lot of things that happen in our day that make us think like, why do we do things that way? Or why do people keep repeating that phrase? Am I the only one who thinks that doesn&#8217;t make sense? You can get a lot of mileage just in calling those things out. Because they&#8217;re not necessarily radically original brilliant observations. It&#8217;s more just saying what people are thinking already.<\/p>\n<p><strong>Have you ever had an instance when you heard from a colleague, and they came to you like, &#8220;Hey, wait a second, are you making fun of me?&#8221;<\/strong><\/p>\n<p>The opposite happens. They&#8217;re laughing and enjoyed it. I try to be careful about not making anyone feel bad personally. If I&#8217;m being critical, I try to make an effort to keep things general. I could be referring to one of twenty-eight different instances. It&#8217;s something that happens frequently, so there&#8217;s a large sample size.<\/p>\n<p><strong>As Twitter has evolved, I&#8217;ve seen a number of brands <a href=\"https:\/\/contently.com\/2019\/05\/23\/fast-food-twitter-wendys-burger-king-dennys\/\">adopt this kind of voice<\/a>\u2014not necessarily doing it as well as you do. Have you thought about tweaking a little of what you do as these brands hopped on the trend?<\/strong><\/p>\n<p>Inevitably, you spend a lot of time on Twitter, and you&#8217;re immersed in it. You see what&#8217;s happening and <a href=\"https:\/\/contently.com\/2017\/05\/09\/twitter-brands-flowchart\/\">the trends in terms of brand voice<\/a> and what&#8217;s resonating with people. I think you&#8217;re either going to make some adjustments or veer away if you feel like there&#8217;s too much sameness.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">Is it perhaps indicative of a larger problem that email has folders labeled &quot;trash,&quot; &quot;junk,&quot; &quot;clutter,&quot; &quot;infected,&quot; AND &quot;quarantine&quot;?<\/p>\n<p>&mdash; R\/GA (@RGA) <a href=\"https:\/\/twitter.com\/RGA\/status\/1186657837092618240?ref_src=twsrc%5Etfw\">October 22, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>Whether that&#8217;s happening consciously or unconsciously, I think it&#8217;s very organic. It&#8217;s not like, &#8220;Well today we need to pivot, so from now on the posts are going to be like this.&#8221; Twitter is like a living thing. There&#8217;s a rhythm and a flow to it. Not to get too corny about, but I think you&#8217;re always taking the pulse of it. And adjusting or not adjusting as it feels right.<\/p>\n<p><strong>On that note, have you made any conscious adjustments?<\/strong><\/p>\n<p>That&#8217;s a good question. I would say adjustments are less in reaction to what other people are doing and more in reaction to what I&#8217;ve been doing.<\/p>\n<p>There are times when I realize I&#8217;ve gone to the well enough times with a certain thing. It&#8217;s more I&#8217;m fed up with myself, so I will make a conscious decision to stop doing a certain kind of post.<\/p>\n<blockquote class=\"twitter-tweet\" data-width=\"500\" data-dnt=\"true\">\n<p lang=\"en\" dir=\"ltr\">&quot;Thoughtstarter&quot; really needs to go therapy so it can understand why it undermines itself and can&#39;t fully embrace being an &quot;idea.&quot;<\/p>\n<p>&mdash; R\/GA (@RGA) <a href=\"https:\/\/twitter.com\/RGA\/status\/1193182246041268226?ref_src=twsrc%5Etfw\">November 9, 2019<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><strong>Are there other corporate accounts you look to or admire?<\/strong><\/p>\n<p>Most of the accounts I follow are outside of the advertising and brand marketing world. I follow a lot of people in comedy, whether it&#8217;s performers or comedy writers, a lot of media people, journalists.<\/p>\n<p>I spend less time looking at corporate accounts, but I think there are a lot that execute well. Like <a href=\"https:\/\/twitter.com\/moonpie\">MoonPie<\/a>, who I laugh it. I think if you for forgot or if you masked that it was a brand account, a lot of stuff they post you just find very funny. But then you see it&#8217;s from a brand, then a lot of people poo poo it or cynically think they can&#8217;t like it.<\/p>\n<p>My general attitude\u2014and this applies to business books\u2014is I feel like life is too short for business books and advice. There&#8217;s so much more to the richness of life. That&#8217;s the best thing about the internet, the odd, inexplicable things that don&#8217;t feat neatly into a category. Things that make you laugh and you can&#8217;t quite explain why. That&#8217;s what keeps me interested after all this time.<\/p>\n<p><strong>How much time do you spend on Twitter per day?<\/strong><\/p>\n<p>Way too much. I don&#8217;t look at my screen time to track how I use my phone, because that would be horrifying. But I would say that it&#8217;s not all wasted time. I&#8217;m reading about news, current events, and things that are important to be being a well-informed citizen. It&#8217;s personal stuff like sharing things with my children, in addition to just sort of frivolous stuff or work-related stuff. So it&#8217;s a little hard just to draw a line separating all those things. But it&#8217;s definitely a lot of time every day.<\/p>\n<p><em>This interview has been lightly edited and condensed. <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;The number one goal is just to be interesting. Whether that&#8217;s to be funny or to make an observation that resonates with other people, to stand out in some way is the goal.&#8221;<\/p>\n","protected":false},"author":61,"featured_media":530525198,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[9908],"tags":[4439,9386,51,48],"class_list":["post-530525197","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trending","tag-brand-voice","tag-qa","tag-social-media-2","tag-twitter"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.8 (Yoast SEO v23.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How the R\/GA Twitter Account Became the Best Follow in Advertising<\/title>\n<meta name=\"description\" content=\"Over the last decade, the R\/GA Twitter account has managed to poke fun at an industry (and itself) without being too snide, silly, or stupid.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How R\/GA&#039;s Twitter Account Became the Best Follow in Marketing - Contently\" \/>\n<meta property=\"og:description\" content=\"Over the last decade, the R\/GA Twitter account has managed to poke fun at an industry (and itself) without being too snide, silly, or stupid.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/\" \/>\n<meta property=\"og:site_name\" content=\"Contently\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/contently\" \/>\n<meta property=\"article:published_time\" content=\"2019-11-14T17:54:38+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-12-02T18:08:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/contently.com\/wp-content\/uploads\/2019\/11\/R_3AGA_Twitter_Q_26A.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1800\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jordan Teicher\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@JordanTeicher\" \/>\n<meta name=\"twitter:site\" content=\"@contently\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jordan Teicher\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"7 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/\"},\"author\":{\"name\":\"Jordan Teicher\",\"@id\":\"https:\/\/contently.com\/#\/schema\/person\/22b4bce10c56b0012e37cf13366c43cd\"},\"headline\":\"How R\/GA&#8217;s Twitter Account Became the Best Follow in Marketing\",\"datePublished\":\"2019-11-14T17:54:38+00:00\",\"dateModified\":\"2019-12-02T18:08:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/\"},\"wordCount\":1316,\"publisher\":{\"@id\":\"https:\/\/contently.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/contently.com\/wp-content\/uploads\/2019\/11\/R_3AGA_Twitter_Q_26A.jpg\",\"keywords\":[\"Brand Voice\",\"Q&amp;A\",\"social media\",\"Twitter\"],\"articleSection\":[\"Trending\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/\",\"url\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/\",\"name\":\"How the R\/GA Twitter Account Became the Best Follow in Advertising\",\"isPartOf\":{\"@id\":\"https:\/\/contently.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/contently.com\/wp-content\/uploads\/2019\/11\/R_3AGA_Twitter_Q_26A.jpg\",\"datePublished\":\"2019-11-14T17:54:38+00:00\",\"dateModified\":\"2019-12-02T18:08:53+00:00\",\"description\":\"Over the last decade, the R\/GA Twitter account has managed to poke fun at an industry (and itself) without being too snide, silly, or stupid.\",\"breadcrumb\":{\"@id\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/#primaryimage\",\"url\":\"https:\/\/contently.com\/wp-content\/uploads\/2019\/11\/R_3AGA_Twitter_Q_26A.jpg\",\"contentUrl\":\"https:\/\/contently.com\/wp-content\/uploads\/2019\/11\/R_3AGA_Twitter_Q_26A.jpg\",\"width\":1800,\"height\":900,\"caption\":\"Twitter logo\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/contently.com\/2019\/11\/14\/rga-twitter-account-best-follow\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/contently.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How R\/GA&#8217;s Twitter Account Became the Best Follow in Marketing\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/contently.com\/#website\",\"url\":\"https:\/\/contently.com\/\",\"name\":\"Contently\",\"description\":\"Contently is the top content marketing platform for efficient content creation. 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