Snark (noun): 1. snide and sharply critical comments.
I can’t speak for every Social Media Community Manager, but many dream of working on an account where replies can be honest and real. A place where one is free to leave behind the apologies and niceties of the standard, “We are so sorry to hear that. Can you DM us details…” and roll with the blunt, “Look, you idiot.”
Once in a while, a brand’s Twitter account will take the Real World approach to community responses. They’ll stop being nice and start getting real. The most recent brand to adopt a brash, devil-may-care attitude to consumer replies was delightfully unexpected: Merriam-Webster Dictionary.
Last week, the snark got turned up to eleven when a user, who happens to be an editor at Slate, replied to one of their Twitter posts making light of their lax stance on grammar rules by calling them “the ‘chill’ parent who lets your friends come over and get high.” He continued on for several tweets and was winding down with: “if no one’s making rules for us, it means we’re responsible for our own decisions, and we feel kind of ambivalent about that tbqh.“
Then in an epic and bold, the-customer-is-not-always-
Twitter erupted with praise for Merriam-Webster calling that response an “iconic drag.” Totally should have expected a great response. They really have a way with words.