Corporate Twitter, institutional Twitter, academic Twitter - can they use humour (and get away with it)? The sense I get reading this article is that though there are pitfalls, they can - and when they do, they drive more engagement. "Humour on social media can be savvy marketing, a demonstration of cultural or social knowledge, and consequently an indicator of status within or affiliation with particular groups. It can be a community-creating exercise; or, conversely, cut across or work against existing communities or conversations."
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