Advice for Brands From Twitter’s ‘Translator in Chief’

Twitter's editorial director says she pushes for more openness internally

The woman who once shaped the voice of Google, and now does the same for Twitter, had this to say to brands: Even when you fail, be as transparent as possible.

“The more you can have upfrontness with your audience, the better off you’re going to be in the long run when you have failure, when you have something you backtracked on, when you made a mistake,” said Karen Wickre, Twitter’s editorial director, during a panel on “brand journalism” at South by Southwest.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in