Character Count

Jay Maldonaldo, Senior Marketing Manager at @Mailchimp, shares the philosophy of "lean in" and "lean back" content, the power of GIFs, and the ways Mailchimp uses Twitter to raise awareness.

How does a B2B brand stand out on Twitter? We sat down with Phil Mceleney, Paid Marketing Manager for @TideBusiness, to hear how the UK-based FinTech company has learned to thrive on the platform.

Tune in as Heidi Browning, the CMO of the NHL, describes how she evolved the @NHL social strategy, created a network of content creators, and is bringing the game to new fans (with a little help from Snoop Dogg and Chance the Rapper).

Tune in to hear how Wizards of the Coast (the company behind Dungeons and Dragons and Magic: the Gathering) uses Twitter to add a digital layer to their classic games.

Bianca Posterli, Head of Social Marketing and Campaigns at Twitter, answers our biggest questions about sassy brands, "getting ratio'd" and what "flopped" Tweets can tell you about your strategy.

SpotCo, the full-service agency behind some of Broadway's biggest shows, shares their best in class techniques for engaging fans on Twitter.

Cause marketing is on the rise. So we brought on @BOMBAS to share their wisdom on how to authentically connect to a cultural moment.

In our new mini-episode (is that a thing?) we interview our own Social Media Coordinator about her favorite content tools, biggest fears, and the *one* piece of marketing jargon she’ll never Tweet.

When it comes to ad targeting and testing, @TeamKano's ingenuity is best in class. The London-based company targets different audiences, with different messaging, at different times, to optimize sales of their DIY computer kits. And because those techniques are so valuable — we had to have Chiara Radini, Performance Marketing Manager at Kano, on our newest episode of Character Count.

Last Fall, @Grindr took a risk. In an age of influencer marketing — a strategy of showcasing your most loyal (or famous) fans — the popular queer (and oldest!) dating app decided to do the opposite. They selected representatives from the communities most discriminated against on their app and gave them a soapbox. Literally. The Kindr campaign, as it was called, aimed to raise awareness amongst the app’s broader user base about the effects of hateful words and prejudice on the platform. By putting a face to the people on the other side of the screen, it hoped awareness would be a first step towards empathy and, in turn, kindness. The campaign was risky and rule-breaking but has gone on to be award-winning. In November, we sat down with Matt Brooks who worked on @Grindr's Kindr campaign. Tune in to hear the how's and why's of how their small, scrappy team made such an impactful campaign.

@SimonBooks has been around since before Twitter – before the internet, even. Their first marketing materials were print ads in 1920’s magazines. So how does a company with so much legacy and tradition evolve its voice – and more importantly, its mindset – to stay current? In this episode of Character Count, we sit down with their Director of Marketing to learn how they found their online audience, and what it’s meant to the brand.

Susan Chang manages social media for @Dropbox – that’s right, all of it. She oversees multiple accounts running multiple campaigns and makes the hard decisions most of us have probably all encountered: should such-and-such team get their own @handle? Who should get access to existing handles? What resources should be assigned to community management? In this episode of Character Count, we sit down with Susan to discuss all of these things, along with the strategy and philosophy that drives Dropbox’s global social presence.

Need help figuring out how your brand should sound on Twitter? Check out our new episode of Character Count where our guest @MontereyAq gives expert tips on finding your voice.

Meet “Character Count,” the @TwitterBusiness podcast. On each episode, we’ll feature a different brand who is creative, surprising, and effective with their Twitter Ads campaigns. Listen and subscribe for world-class marketing inspiration straight from the source — Twitter.