A short piece of fiction by Pierce Gleeson about the people behind corporate Twitter accounts.
‘We are not building anything here,’ stated one morose-sounding detergent brand. ‘All those marketing guys pushing Twitter think you can build something on it. Awareness or brand or something. But they can’t back that up. We’re just a mirror of what’s happening in the real world. We’re just echoing awareness, not creating it. It might work for small coffee shops but for global brands we’re just a shapeless appendage.’ All this came in several messages. The brands tended to be verbose once they got talking. Probably overeducated and unemployable, like himself. He didn’t agree, he didn’t disagree. He consciously refused to give it thought. The pay was excellent for the hours he worked.