My new fave Twitter follow is....the State of New Jersey?
It just showed up one day. Right there, mixed in with thousands of other innocuous and insignificant tweets. A typical day and during a typical scroll through the typically drab, dull and desperate plains of Twitterland.
And there she was (for some reason I’d always pegged it for a her). Now, I’m not sure I’ll ever leave her. It’s why I’m not even afraid to share her. She’s special. And. So. Damn. Smart. I guess it’s time to introduce her. Well, maybe we’ll let her do the honors in that distinct and unforgettable style.
@NJGov
"Your mom.” Those were the words that, as they likeky did for tens of thousands of others,, brought @NJGov Twitter into my life and onto my followers list. Not without an initial moment of hesitation mind you. Wait, is that really…nah, it can’t be…it does have a blue check mark…seems official?
It is indeed. It’s also officially fantastic.
Despite being on the Interwebs since early last year, the Twitter feed for New Jersey and the office of Governor Phil Murphy has only more recently prominently popped on folks’ radars. I’m not just writing about this because I now reside in NJ and enjoy the occasional humorous tweet (though both of these things are true). It’s because it’s compelling communications strategy in action.
If you’d asked a few weeks ago what would make me follow my state governor’s Twitter handle? I’m pretty sure the answer would be: “uhh, nothing.” Probably how a lot of people feel and felt. I’m sure the folks at the Governor’s office knew that too. So how might one engage constituents, increase education around state news and issues, but do so in a modern way that reaches a younger audience? Yes, sure, Twitter. The content, cadence and “style” of the typical government office account is enough to put most to sleep. But @NJGov has adopted a perfect voice.
The account mixes the snark and wit of Wendy’s Twitter with a bit of the unabashed and, often self-deprecating style. of, say, @Steak_umm Twitter. All with the perfect dash of Jersey sass. Not every tweet is a clap back at state haters or humble-brag retweets of disco fries or Taylor ham. @NJGov manages to deftly mix those comedic posts with real updates about programs and goings on in the city. Stuff that many followers might never otherwise see.
This article does a great job of capturing the rationale behind the shift in strategy, as well as the three young Jersey-ans (? sorry, still relatively new here) behind the channel. Told you it was a she.
WHYY.org Photo from Governor’s Office
Kudos to all involved. Good insight, good marketing strategy and good execution. My bet is that it’s already accomplishing its goals with the help of some early “greatest hits.” It might even boost visibility and awareness of NJ beyond the anticipated audience….judging by the swelling of pride in one relative newbie to the Garden State.
Those who don’t like it? They can take the next jug handle to somewhere else on the ‘Web. I’m sure the folks over at @NJGov will be happy to share any direct feedback. And I, for one, am here for it.