Confessions of a social media manager: PRWeek meets five of the brightest stars of online PR in 2017

This year PRWeek launched 'Confessions of a social media manager', a series profiling those responsible for the social standing of some of Britain's biggest brands and organisations. Here's a look back at those hashtag heroes...


When the Piccadilly line Twitter account handler had a particularly tough day at the office, it highlighted that being the digital face of such an organisation is often an unenviable task. It also reminded the commuting public that it is, after all, real people who run these social media accounts.

Confessions of a social media manager: TfL on helping passengers and 'being human'

Cam-do attitude at Morrisons

Occasionally (and sometimes not deliberately) brands get the tone spot-on. Rewind to January, when Cam from Morrisons made himself an overnight social media cult hero with his playful responses to a rather cheeky customer on Twitter.

So, PRWeek tracked down Cam...

Confessions of a social media manager: Morrisons on avoiding politics, complaining lizards and 'the doughnut thing'

(Paddy) Power play

It's fair to say Paddy Power takes an 'original' approach to PR and marketing – for that reason, it would have been a crime not to make Paddy Power a dead cert for inclusion in our series.

Confessions of a social media manager: Paddy Power on acting as a news feed, Oasis, and Donald Trump's manhood

Innocent fun

Every brand takes a different approach to social media, some a lot more serious than others. At the more light-hearted end of the spectrum comes smoothie maker Innocent, whose humerous, often-topical 'jokey mate' posts entertain a growing legion of followers, or 'drinkers'.

Confessions of a social media manager: innocent on looking after its 'drinkers', nonsense and #DogsAtPollingStations

Winging it at Ryanair

With its 'no frills' ethos, one might imagine Ryanair would have approached social media with trepidation, being such an easy vehicle for customers to vent in real time. But, as the brand's social media manager highlights, it can also be help a company explain itself, deal with problems efficiently and develop a genuine personality.

Confessions of a social media manager: Ryanair on the growth of video, customer service and 'cheeky Irish charm'

The next series of Confessions of a Social Media Manager will kick off in the new year – email with your suggestions for brands/organisations that 'do' social better than most.

Read next: Here's what I'd #AskEddie: why does Southern think exploiting a kid is the way out of its crisis

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