There are two things I optimize for when running @morningbrew social

1) building a community and 2) growth

here's a thread on how I approach community building

growth later

1/ The coffee mug emoji

This is by far MB’s most powerful community signal

If a picture speaks a thousands words, this emoji speaks a thousand characters

IS Morning Brew at this point

It conveys you read, work at, or love the Brew, all without saying a word

2/ Consistent responses

MB gets nearly 10,000 mentions every month so it's hard to respond to everybody

but you have to in order to build brand affinity

so I created a consistent reply i could reuse

you compliment the Brew, you get a

@fridaybeers was my inspo for this

3/ Building in public

BIP has turned into a bit of a buzzword at this point, but it’s still extremely effective

this thread you're currently reading is an example

after, I hope you feel closer to the Brew and more a part of our community

4/ Recurring jokes

my goal for certain tweets is to make people feel like the DiCaprio-pointing-at-the-screen meme when they see a joke on our account

these "technical analysis" tweets are a great example

doing it one time = funny

doing it multiple times = community builder

5/ Breaking the 4th wall

I rarely tweet in 1st person from the Brew account

but because of my personal account, people know it's me

knowing it's me WITHOUT us outright telling them, lets people feel closer to the brand (because humans > brands)

6/ Access to leadership

this goes hand in hand with building in public

you can't beat the community building @businessbarista and @austin_rief manufacture as they describe their view from the highest rungs of the company

7/ Follower pushes

The #MorningBrewTo100k was a great community moment

Austin had the idea of “putting Toby’s job on the line”

Inside joke
Breaking the 4th wall
Cause to rally behind

8/ Showing up in the right places

during the GameStop saga, I sent 4x as many tweets as usual over those three days because ppl expected us to be part of the convo

by showing up where we're supposed to, we build trust

by building trust, we build community

9/ Lead with value

pithy tweets are great, but being a brand that gives followers value is always the best way to accumulate trust & build a community

we'll definitely be doubling down on explainer threads like this going forward https://twitter.com/morningbrew/status/1354138766307336192?s=21

10/ Sound like a human

brand speak is dead

long live tweeting like a human

you want to build a community of people around your brand?

speak to them like a person

If you want another thread on building community around a brand

this one from @OliverAge24 is as good as it gets https://twitter.com/OliverAge24/status/1297200779565170690?s=20