Tweet, Tweet, Little Star: The Story Behind R/GA's Twitter

The tweets I like the best are often the ones that do the worst, and that hurt lingers.

Chapin Clark
Executive Creative Director/Copywriter R/GA
 

Tell us about your role at R/GA and why were you chosen to Tweet?

I am an executive creative director/copywriter who does social media content for clients in our Content Studios. I think the agency entrusted me with the account because I had already been here a long time, I knew the place and its culture, and because I was already tweeting for myself. Also because I don’t think anyone else wanted to deal with it.

What was the initial voice behind R/GA’s Twitter and how has it evolved?

Initially I thought I needed to share links and comment on advertising/marketing trends in a newsy way. Gradually it sank in that no one needs that from R/GA. There are lots of accounts that do that, and I wasn’t adding anything other than noise. So I started posting more observational things about media, culture, office life. More opinions. Sometimes it’s… emotional, I guess, for lack of a better word. I’ve been fortunate that the agency has given me freedom to do different things.

Why did you decide to go in a completely different direction than other agencies?

I think if you care at all about being interesting, if you care about your audience – and followers are an audience – it’s not even a choice. It confounds me that in 2019 companies are still pumping out press releases and tweeting exclusively self-promotional things. No one outside the walls of your company cares about that stuff. 

Favorite tweets you’ve created so far?

I think it would be very sad to have a personal Greatest Hits list. Also the tweets I like the best are often the ones that do the worst, and that hurt lingers.

Most memorable responses to your tweets?

I’m pretty sure Seth MacFarlane stole a joke I did as @rga, but it wasn’t a particularly original joke, so I can’t be 100% certain.

Where do you get inspiration for your tweets? Does it take up a lot of your time?

The business of social media is always fertile ground, although so much of it already reads like self-parody before any writer has a chance to touch it. A lot of things start as half-thoughts, or feelings even, that refuse to go away. Some things cohere into a line that is sharp and good, and other things… just need to be flushed out so I can move on. As far as how much time it takes, it’s like what Betty Friedan said in “The Feminine Mystique” about housework: it expands to fill the time available.

Have you received any internal criticism to your posts?

Yes.

Favorite Twitter account besides your own?

Darcie Wilder (@333333333433333) is a favorite follow. She makes me laugh a lot. Also I think she does freelance copywriting work, so you should hire her.