For those of you that watched the 2014 Grammy Awards you were sure to have seen rapper/producer Pharrell wearing an odd hat. His hat became a trending topic on social media and thousands of tweets were sent regarding the hat that looked like it was taken from Smokey the Bear’s closet.

Arby’s used the buzz around Pharrell’s hat to tweet about it. The tweet instantly went viral and has been re-tweeted over 82,000 times as well as being favorited over 48,000 times.

Major companies have been quite successful by having creative PR teams using Twitter. Twitter is the perfect social media stream for companies. With its 140 character limit per tweet, tweets have to be carefully crafted and kept short and sweet.

Twitter is often used by companies to respond quickly and efficiently to customer complaints. However, if your company’s entire feed is replying to complaints you probably aren’t very interesting to follow. Two different companies that are often complimented for their humorous tweets are Old Spice and DiGiorno Pizza. Old Spice is known for its viral marketing campaigns including their ridiculous commercials for various body wash and deodorants. They do the same thing on Twitter and use the platform for comedic relief. The account has over 221,000 followers even though around half of their 3,500+ tweets don’t have to do with their products. Another must-follow brand on Twitter is frozen pizza company, DiGiornio. The account has over 62,000 followers and often tweets humorous pizza related comments about pop culture, trending topics, or engages with celebrities.

Just because your company might not produce a “sexy” product doesn’t mean your social media presence has to suffer. Toilet paper company, Charmin, has cultivated a great image based on their Twitter account which commonly uses the phrases #CharminCourtesy and #tweetsfromtheseat.

They use bathroom etiquette to promote their brand in entertaining ways. Here they are responding to comedian Rob Delaney on Twitter.

If you’re a small or local company it can also be beneficial to be active on social media. You can interact with customers, promote company updates and your own content. Make your company logo your profile picture and make sure you have your company information easily accessible. Potential clients will often Google you and if you have an active social media presence you will be much easier to locate. Remember it is easy to have fun on social media, but you are speaking as the company so use common sense and make sure you are still being appropriate. Good luck!