Amazon Fulfillment Center in Sosnowiec, Poland on May 13, 2019. The fifth Amazon Fulfillment Center in … [+] Poland is being built in the Upper Silesia region. The 135,000 m² property is located on a 21 hectare property near the Panattoni Park Sosnowiec. The Amazons Fulfillment Center in Sosnowiec is adapted to the high-bay warehouse system and is dedicated to the distribution of shoes and clothing in Western Europe. (Photo by Beata Zawrzel / NurPhoto via Getty Images)

NurPhoto via Getty Images

I would expect that from Wendy.

The well-known burger franchise has a snarky Twitter feed. (They recently started toasting people with sharp-tongued pokes.) I’ve also seen some brands making fun of themselves and others, and it improves their feed knowing that everything is meant to be a joke. Now a big tech company is doing the same thing, but it’s all too serious.

Recently, Amazon started posting a few overly direct tweets like you might have read from a politician on a crusade against injustice or a high-opinion celebrity.

The official Amazon News account went on the defensive against Senator Elizabeth Warren just last week, saying, “One of the most powerful politicians in the US has just said that she is going to liquidate an American company so that they can no longer criticize it. ”

In another spit, the famous tech company picked up another politician and said, “You don’t really believe that you pee in bottles, do you? If that were true, no one would work for us. The truth is, we have over a million incredible employees worldwide who take pride in what they do and have excellent wages and healthcare from day one. “

I find these tweets a bit annoying when coming from an official account like Amazon News. On the one hand, they are interspersed with helpful tips on online data protection for children and a new COVID-19 vaccination program.

In the past, I’ve seen tweets from this account mentioning new products and services, adding links to articles, and exchanging tidbits about upcoming Amazon Prime shows. At least with Wendy, expect a bitter joke.

Here is my guess as to why this is happening. The daily social media team at Amazon is likely to publish information about the new products and schedule those tweets in advance. When it comes to labor rights and other political issues, someone is likely asking for a series of more direct tweets as a counter-offensive.

Whenever a big brand is known for something (new products) and suddenly changes gear (e.g. with work problems), a manager almost always asks about the shift.

It’s staggering for two reasons. First, I consider Amazon to be that friendly corporate giant that delivers packages to my doorstep. The blue van stops and I tear open another book I ordered. I understand that using the word “kind” to describe a business well over $ 1 trillion is ridiculous, but from a branding standpoint, I’ve always equated Amazon with goodies on the doorstep, like a new one Pair of running shoes or a jerky beef. You also run a big cloud computing company and a million other things. However, your logo has a smile on it. Why the snarky attitude?

Second, it’s irritating because it’s not the norm. The most recent tweets have a “voice” that is sardonic and direct, while the other tweets have a happy and carefree atmosphere. You can tell that they are two different people. With all social media, choosing your tone is incredibly important, just as you might choose to do fun commercials (e.g. Progressive) or go for a more serious inclination (RAM trucks). If you keep switching between them, people won’t know what to expect.

More than anything, it’s just strange that this should be so out of the blue. Sure, the work issues are important, and I agree that Amazon shares their views, but I suspect that if it were from Jeff Bezos or one of the other executives, for example, it would come across differently. It’s obvious that one of them asked about these tweets anyway.

Make it quieter for the masses, okay? I really want to hear more about your new Lord of the Rings show and how you will improve Alexa.