Navigating the tough crowd of social media can be a daunting task, especially when you’re representing a government agency like wildlife biology. But one bold move can make all the difference in the world. That’s exactly what happened when a team decided to ditch the formalities and start speaking like themselves.
Before the change, the feed was filled with good science, but lacked the spark that would truly engage the audience. It was a lot of dry wildlife biology and regulations that no one really clicked on. Twitter was a place of anger and frustration, and we were there asking about quail habitats.
The team behind the account realized that there was a lot of misunderstanding about their work, leading to misdirected anger from followers. This frustration sparked the birth of a sassy and sarcastic tone in their responses, aimed at setting the record straight without taking unnecessary blows.
So, who exactly is behind the voice of the feed?
The sassy replies usually come from one team member, but the initial tweet ideas are a collaborative effort. The real-time sassiness during a pipe explosion incident outside the team member’s house added a touch of humor and personality that resonated with the audience. The character inspiration? Think of a park ranger with a hint of attitude or a game warden who’s had a long day on the job.
One of the earliest viral tweets involved a mountain lion and a humorous caption. How did that unexpected fame impact you?
The viral moment brought on a wave of anxiety and mental health challenges as the team member grappled with the sudden spotlight on their work. However, by leaning on their team and embracing a more relaxed approach, they started creating breakthrough tweets more frequently. This shift in mindset led to a string of viral hits, including the iconic mountain lion tweet that still gets referenced today.