In fact, if you look up the definition of MW’s social presence in the dictionary, you will find gold stars and applause emojis everywhere. In a time where brands are iffy about X for a number of justifiable reasons and unsure of what their strategy should be moving forward on a dicey platform, MW is confident in who they are and who they want to be online. And it’s effective as heck.
Blending timeliness, trends, educational nuggets, and humor, Merriam-Webster is the preeminent example of how to educate and entertain through social media. When a brand is this on all the time, it’s easy to take them for granted, but let’s sit back and give MW their flowers with 8 of the best posts they’ve had recently
Is it daylight saving or daylight savings? A conversation I have with myself every year. Thankfully, I can just listen to my heart from now on.
Get you a dictionary that can also flex datapoints.
The perfect entry into the ‘I never see you at the club’ trend. Would stay here until last call, PS.
There are two types of people in this world. People who are going to bust out this fun fact at a dinner party the next time someone orders shrimp scampi, and liars.
They aren’t just posting into the void either. A large part of their strategy is responding to viral tweets.
And mastering the art of joining ongoing conversations with Internet-approved replies.
And replying to their own posts with a mix of links and comedy.
It’s always a good day on the internet when you make a ‘Smooth’ reference.
I also appreciate that part of their strategy includes retweeting past tweets that performed well for them. More accounts should feel emboldened to celebrate their own work like this from time to time.
One final note: these are all examples from the last couple of months.. You don’t have to scroll back far at all to see examples of MW’s well-rounded approach to X.
To compete with the surging Bluesky, Threads is testing custom feeds for specific topics and profiles.
LIKE/RETWEET/SHARE/ETC
Dunkin' has been on an Instagram heater since Halloween and clearly they don’t plan on slowing down through the holidays. It’s no easy feat to transition from Spidey to holiday cup season, but Dunkin’ has found a way. Grab your ugly Christmas sweater, a healthy dose of shade, and let’s cheers to the latest present they gifted to the feed:
The Dunkin’ comment section has always been a fun place to hang out, but after the success of Spidey, the community has elevated things to a whole new level where everybody celebrates creativity and having good ol’ fashioned fun on the internet.
You know what everyone loves more than holiday cup season? Holiday cup season with a not so subtle jab at a competitor. Extra shady bonus points because this post strategically landed on Starbucks Red Cup Day.
Which, speaking of, if everyone is going to be talking about Red Cup Day anyway, Dunkin’ might as well join the party and hijack the conversation a little bit with a memorable angle.
This post also serves as a reminder just how different these two coffee chains are online. Whereas Starbucks is a more corporate-friendly, buttoned-up place where every post is relatively safe, Dunkin’ is embracing the oddball, renegade persona.
Slightly unhinged, yes, but the Dunkin’ IG feed is instantly recognizable (aesthetically and tone-wise, as well) without plastering their name on every post.
Make it work for you: Dunkin is listening to its audience, hearing their reactions, and continuing to deliver content they want to see and engage with. Create with your audience in mind, and good things will happen.
I will tell you everything I know about the Northeast Ohio Regional Sewer District: They bring the heat on Bluesky. There’s no shortage of thinkpieces out there in Internetland about joining Bluesky (or not joining) and why or why not you should do so immediately. I’ll save more thoughts on that whole thing for next week’s newsletter, but for now let’s get down and dirty and figure out how this organization does the impossible and makes sewer talk interesting:
With over 450 posts, the NEORSD has BEEN on Bluesky for a minute (shoutout to them for being early) but this post is relatable to the new influx of users and serves as a secondary intro.
Setting the tone early on a new platform is crucial for success. The voice and content tells their new followers what they can expect from this account without alienating their old followers.
You have to love unexpected humor. This account joins the ranks of other government agencies that discovered a way to make their points while sprinkling in some humor so that their PSAs about flushable wipes don’t fall on deaf ears.
At the end of the day, it’s all about education. They may use humor as the vehicle to deliver their messages, but what really matters is reaching the largest audience possible with their communication.
Make it work for you: Embrace the newness of emerging platforms. There aren’t too many chances for brands to say this is who we are and this is what you can expect from us. Additionally, spend time responding and engaging with your audience from the very beginning, so that’s always a central part of your strategy.
Merriam-Webster is a shining example of how to do social media right! They balance humor, trends, and education in a way that keeps their audience engaged and entertained. From jumping on relevant topics to re-sharing successful posts, they show the importance of being timely, conversational, and unapologetically themselves. It’s a reminder that social media isn’t just about posting—it’s about creating a personality and purpose behind your presence. Bravo! 👏
Merriam-Webster is a shining example of how to do social media right! They balance humor, trends, and education in a way that keeps their audience engaged and entertained. From jumping on relevant topics to re-sharing successful posts, they show the importance of being timely, conversational, and unapologetically themselves. It’s a reminder that social media isn’t just about posting—it’s about creating a personality and purpose behind your presence. Bravo! 👏
Oh yes, MW has been honestly the gold-standard for a number of years now on social. Truly at the top of the category.