Leonie Bulman's recent articles
NASA shows how a social media persona can boost online interaction with your brand
The success of NASA’s Twitter persona, MarsCuriosity, suggests that personifying your brand can help break down barriers to consumers interacting with you.
Whilst many consumers follow or like brands online, a smaller proportion interact directly with their social media handles. When they do, it’s often due to customer service or product availability issues, rather than to engage in polite conversation. NASA shows that the secret may lie in creating a friendly persona around your brand, which feels less corporate and more approachable. MarsCuriosity’s tweets are lighthearted and funny, making it feel more like another Twitter friend than a big corporation.
The MarsCuriosity handle has garnered over 1 million Twitter followers, that’s more than big brand names like Coca-Cola, McDonalds or Nike. In addition, the proportion of followers asking questions and engaging in conversation with MarsCuriosity is at 17%, much higher than the 2.5% average for brands on Twitter. Whilst the progress of the NASA mission is likely to engender stronger interest than corporate brands, this points to an opportunity for brands to adjust their social media presence in a way that encourages consumer interaction.
MarsCuriosity has a stronger follower base than some of the world’s biggest brands:
The proportion of followers asking questions is much higher for MarsCuriosity than the average brand on Twitter: