Twitter, Inc.
As a copywriter and content strategist, I optimized automatic responses, content audits, and created guidelines to enhance premium customer experiences, enabling platform growth and trust.
01 — Premium Support
My task was to create the voice & tone style guide for communications with premium advertisers.
02 — Creative Process
Goal
Enable the communication of high-touch services to premium advertisers investing 1-3 million per quarter.
Challenge
Adapt Twitter's unfiltered voice to a business audience that ranged from global brands, to government entities.
Solution
I conducted competitive research to identify content opportunities, shared insights with stakeholders for alignment, and secured approval.
Results
I created new guidelines for Twitter's support agents, adding a valuable resource to facilitate quick responses that solved cases and inspired trust.
03 — Content Audit
When customers complained about irrelevant responses to case files, we found that automatic response templates were outdated. My task was to audit 480+ templates to surface legacy content and retire, or update it with brand voice/tone, formatting, and links to new policies.
04 — Creative Process
Challenge
Review the 480+ response library and deliver a visual representation of research data to identify obsolete content and new opportunities.
Solution
I used Google Sheets to organize findings, then used Confluence to import the data into tables and dynamic charts.
Project Tracking
I tracked progress in Google Docs using timelines and milestones, then socialized it with stakeholders providing links to visual data.
Results
After reporting my findings with stakeholders, we created a plan of action where I deprecated and updated response templates in order of importance and complexity.
Analytics - Confluence
Dynamic Custom Filters
488
Email templates audited
+32%
Increase in efficiency
-21%
Reduction of legacy templates
5
Cups of coffee consumed daily on average
