My favourite way to travel is by train, so I follow all of Amtrak’s accounts. They are very witty:
When Southwest Airlines announced they were charging for bags, Amtrak posted on X, “Guess we’re the only ones doing free baggage now.” …
The post, followed by more info on Amtrak’s baggage policy, is an example of what Amtrak senior manager of social media Nicolle Lopez calls its infotainment strategy, designed to educate and entertain at the same time.
“The minute [you] feel something is a little bit too polished, a little bit too scripted, or the minute you feel like it’s an ad, your thumb just [swipes] immediately,” said Lopez. [NPR, “How Amtrak keeps its social media strategy on track for Gen Z”]
Mastering that type of tone is harder than you’d think.
