In a social world of increasingly corporate and manicured twitter accounts, we opted to take the opposite route. The goal for our twitter is to add a human element to our brand instead of being a faceless corporate monolith or cheeky news-jack-by-the-numbers agency account. Our twitter is run as a single voice. We are there to banter with our partners, talk about things important to our culture, and even roast a fan or two. It's a way for us to highlight the "By Gamer" portion of our "For Gamers. By Gamers." Company creed.
Our Twitter strategy has been focused on adding a human element to our brand. Too often brands on social come off as corporate or faceless and in the realm of gaming and entertainment, it's important to show that we are part of the community. Overall, we use our social channels as a way to highlight the By Gamers. portion of our For Gamers. By Gamers. motto.
The account has primarily been run by the same person for the past 5 years, which gives the account a consistent tone and voice throughout. We tweet as any other member of the community because we ourselves are active members of the community – we just happen to be working at Razer. Whether we're announcing a new product and discussing what makes it so great, commenting on the latest game releases, or bantering with influencers and other brand accounts, we're just being active members in the community.
GIFs have been a key piece of media for the channel for a while now, but as Twitter added the GIF keyboard, we started to differentiate ourselves by creating GIFs from other pieces videos we've made or custom ones specific to the situation we need it for.
Giveaways have been a solid way to get convert those who are fans of the brand, but may not have followed us yet. We're also able to extend the life of tweets through rewarding additional entries to those who engage (RT, tweet) through the giveaway.
Because we create and manage our own social channels internally with a long standing team, we're able to flow from idea, to content creation, to posting very quickly and stay on top of trends and topics.
In 2016, our Twitter grew over 600,000 followers this year and engagement has scaled with it. A number of our tweets have made it out of the Twittersphere and into front page posts on Reddit.
New Followers – 600K+
Impressions – 301M+
Mentions – 314K+
Profile Visits – 7.1M+
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