@saltandstraw brings attention to the positive press they received in Forbes magazine by Tweeting a link to the article.
Actively seek conversations
Monitoring a mix of both broad and local hashtags will ensure that you’re up-to-date on all applicable conversations and avenues to enter the discussion. It’s also important to know what people are saying about your competition. Hone in on their relevant hashtags and keywords to identify gaps and industry pain points for your brand. For example, Goodlord , an online renting platform we chatted with in a recent Twitter success story, might search for Tweets containing the keywords "UK apartment search" and reply to applicable conversations.
People come to Twitter to find fresh, exciting content. Companies like Casper have a strong understanding of their Twitter brand voice and aren't afraid to test new ways to use humor in their Tweets.