How does Twitter rise above its own fray? Under the guiding eye of Leslie Berland, the platform has taken a back-to-basics approach, retooling its official account to offer more lighthearted, informal posts that drive human exchanges. Last year, the brand handle drew 46,000 likes with a tweet that simply said, “Tweet, tweet.”
Berland has also overseen the #StartWithThem campaign, which encourages brands and agencies to recognize – and tap into – the power of Twitter’s engaged and hyper-informed user base. For marketers who look to Twitter for inspiration as well as information, Berland’s is a team to watch.