Once a Liability, the Rogue Social Media Manager Is Now an Advertising Strategy

Brands like Duolingo, Spindrift and Simulate are getting snarky and breaking the fourth wall on corporate social accounts

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A new class of social media managers is adopting a vernacular that diverges from the mother tongue of advertising: They’re snarky, making their jobs as corporate employees part of the bit and sometimes criticizing the brands they’re being paid to promote.

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This story first appeared in the July 25, 2022, issue of Adweek magazine. Click here to subscribe.