The Call Out @Esquiremag
In this series of posts I’m going to call out Twitter account holders of brands (probably mostly media) who could be doing it a whole lot better than they really are. I am not going to be calling out people just for sucking. I’m calling out some of my favorite or some likeable brands for not doing social media better. Not because I hate them, but, because… I care… sniff. I care! Like my Jewish Mother always says, “I only criticize because I care.”
First up on my list: @Esquiremag
One of my favorite magazines a decade ago, I’ll admit I haven’t read much of it lately. Is it because I don’t work for Hearst Publications anymore and I don’t get that cool employee discount? Probably. Every once in a while I long to pick up a copy and I don’t. For me, Esquire has a history and appeal that is a cut above the others. While, the men’s magazine marketplace has been totally Maxim-ized since the launch of that successful title years ago, Esquire still resonated for me. What in the world could make me start to pick up the magazine again? Probably a good Social Media strategy. Clearly, they don’t have one.
This is focusing on Twitter but I should mention that out of a good Twitter account could come the seeds of an entire campaign. Twitter is easy to pick up, there’s very little you have to do to get yourself going. From Twitter you can then segue into Facebook. I happen to think that there are plenty of the Esquire demographic on both Facebook and Twitter, so these are natural extensions of their brand. For now, I’ll just stick to Twitter, but keep in mind that I also think they could be doing good stuff on Facebook as well.
Remember the below is a quick list, like my mental note taking rather than an in depth analysis. Just want to get out there the major points that come to mind.
What they have going for them/what they’re doing right.
First of all, Esquire has a rich journalistic history and the time is ripe for them to join the countless conversations ongoing on Twitter. I have only been able to find one account attributed to Esquire on Twitter but many (most) news organizations embracing Social Media have multiple editors and staff writers dedicated to tweeting regularly for them. Esquire needs to open the stable a little bit more.
Next, they do know how to write a tweet. Some brand write tweets that get truncated and trail off into ellipsis. To me that shows a lazy Twitter user or an RSS Feed robot. That’s fine for a strict breaking news Twitter account. Actually I’d prefer it. But the best tweeters use the 140-characters well and I expect good conversation from Esquire. They already write a good. tight, tweet. Now they need to add some Esquire personality to it.
Third, they have a cool background picture. Seriously, they have one of the best Twitter background images I’ve seen yet. It perfectly conveys their sense of style, humor and sensibility. Plus the logo seems to translate perfectly to a Twitter avatar. (Personally, I have no problem with businesses and brand tweeting under a logo.) It’s exactly what I’d expect to see in the design of a Twitter account from Esquire. So while it’s not wild and different, really it doesn’t matter. It works. Besides it’s the content on Twitter that really counts because most people get their feed through some third party app anyway.
Lastly, Esquire has great content. The magazine pages have always been loaded with succinct little tidbits like their “rules” and the “answer fella” sections. They translate perfectly to Twitter – except I see too little of that.
What can they do better?
Loosen up. The tweeting is very stiff, almost like it’s being done by an intern or a junior editor at the magazine. I seem to think of Esquire as a magazine that not only has style and integrity but takes risks once in a while. This doesn’t translate at all to the Twitter account. As a matter of fact, the style is very robotic and conservative. What Esquire excelled at (at least IMVHO and from what I remember) was taking a sophisticated look at a very different angle. Believe it or not their long form pieces would make great commentary through twitter. Pick a quote from a good story and post it with a link. Tempt us and tantalize us. Make us remember why Esquire still sticks in our minds.
Socialize more with people through Social Media. A great way to let us know you’re out there is to talk to us. I see at that time I’m writing this post that Esquire only has 2,900 followers or so. I can’t believe that with a very little effort they couldn’t double or triple that number organically. As I mentioned, loosening up with interactions, getting involved in the right conversations, and adding a little more original content through the Twitter account can help. I can’t believe that the editors can’t come up with a few 140-charatcers teasers from an upcoming interview or expose to make us interested. I also kind of think of Esquire as a very socially oriented magazine, meaning if I met Esquire at a party, I’d probably want to talk to it and ask it questions. Well, here is the ultimate cocktail party, Esquire. What are you waiting for?
More photos of celebrities doing cool stuff. Seems that Esquire could share more “unpublished” photos from their shoots through Twitpic or something. Or perhaps a live video or two on YouTube linked to on Twitter of an interview. Esquire doesn’t only do celebrities. They interview everyone from politics to musicians. Can’t you give a little insight into the Q&A?
No balance of snark and information. I’ve read plenty of Esquire articles to know that they have a balance of taking them selves too seriously and not taking them selves too seriously. They used to do irony very well. On Social Media, sometimes snarky works well and sometimes it just looks like you’re making fun of a media the people there really believe in. Once you do that, you loose them. Be snarky and ironic, if that’s the voice that works but not condescending. You have to pick a side and stick to it.
Finally, I think that Esquire can do more to start the conversation rather than follow it. I don’t blame them for trying to jump on a trend here or there and possibly extending or adding to a conversation but one tweet I saw just recently actually inspired me finally to write this post. It’s link to an article “Originally published in the August 2002 issue” titled, “What It Feels Like… to Be Bitten by a Shark.” Great. Repurpose old content and reposition it for a new meme, Shark Week, which is always very popular but this seems to be the apex of what Esquire’s Twitter account adds to the conversation, a seven year-old article. It’s not a bad thing, but when this is typical of the tweets we see, it’s not good.
Time to blow the dust off, Esquire. I only critique because I love. If Esquire magazine’s Twitter account was more, how shall I say, savvy, I might really want to pick up an issue, or even subscribe to the magazine again. But the way they’re handling it, I feel their just going through the motions, very robotically. Yes, I’ve put the Esquire magazine brand on a pedestal. I used to read it from cover to cover, so I really want them to embrace Social Media fully.
P.S. I really don’t like the way their website is structured either. Too clunky for my tastes. I expected, I don’t know… better.