Why Twitter is Not Your Bae

When brands start using phrases like "bae" and "on fleek", it's not the slang that's the problem, it's the targeting. One recent article about this use of slang among brands stated that they see it as a desperate attempt to connect with their audiences, and proof that they're not doing a great job of it. I don't have a problem with brands using youth culture slang, especially if those brands are targeted to those younger demographics. The biggest issues occur when brands use that kind of language on Twitter. Demographically, Twitter reaches a really broad cross-section, but has no ability to do any sort of targeting unless you pay for it. As a result, brands are pumping out this language to anyone in the world whether it makes sense to them or not. This is a problem. If you're going to use any kind of slang, make sure you're using it on the networks and to the audiences that actually know what you're talking about and can use that language in a sentence, otherwise you're totally missing the mark. SUBSCRIBE: https://www.youtube.com/jaybaer00 SPROUT SOCIAL SHOUT OUT Today's Sprout Social shout out goes to my company, Convince & Convert (http://twitter.com/convince). We have finally started our own Twitter account, @convince, which I've been squatting on for 6 years. Give us a follow if you get a chance! OUR SPONSORS Candidio (http://candidio.com), a simple and affordable video production company. Follow @candidio on Twitter. Sprout Social (http://sproutsocial.com), a social media management and analytics company that Jay uses for much of his social media every day. Follow @sproutsocial on Twitter. ABOUT JAY TODAY Jay Today is a video podcast with 3-minute lessons and commentary on business, social media and digital marketing from New York Times best-selling author and venture capitalist Jay Baer. Join Jay daily for insights on trends, quick tips, observations and inspiration athttp://bit.ly/JayToday.