UK Broadband Provider Plusnet Woos With Penmanship Porn

Social media is an absolute minefield, and an inevitable disaster waiting to happen for any brand... yes, even your brand. Companies tend to handle this by making sure all communications are scheduled way in advance and signed off by at least one brand manger or more. However this can lead to the feeling that social media has become yet another echo chamber rather than generating a real conversation. And why? Because many brands are too afraid to speak with their customers via this wild and untamed channel, for fear of offending or inadvertently raising some massive controversy.

Being a Social Media Manager in 2016 will be like walking a tight rope, and at some point everyone falls. If it starts to feel staler than a Christmas tree in January, the internet only has itself to blame with a tireless appetite for seeing brands fails and making brands fail. But enough of that, here's something silly and fun - from broadband provider Plusnet, who have been engaging with their fans over December with calligraphy doodles. The agency behind the idea, Karmarama, told Adland:

Their customer service team is known for going the extra mile for their customers. So we thought what better way to reflect this than by giving some love back with personalised messages in the form of short videos using something that the cool people online call ‘penmanship porn’

What do you think? Fun, or a pointless novelty? At least they're making an effort - that Pizza Hut tweet you 'liked' yesterday was written three weeks ago, from a photo shoot two months ago, and was signed off by four brand managers. Happy new year.