Why we love it:
Most brands focus all their energy into their original content – leaving audience interaction to a separate Community Management team who are mostly there to deliver copy-and-paste responses to questions and complaints.
The National Trust, though, have given their team much more freedom: allowing them to go all out when engaging with their audience.
By applying the “Yes And” improv principle they’ve taken a funny post from a fan (pretending the “Rare and Fragile” signage refers to them not the tree), and taken it to the next level with their own Photoshopped response.
What you can learn from it:
When you get into the habit of celebrating your audience’s interactions – sometimes they’ll write the jokes for you.
But when that happens, don’t let the conversation end there. “Yes And” their post with your own take and your audience will love you for it.
