Social media can be a bit faceless at times. Actually, for businesses, it’s faceless a lot of the time. Which is why brands go to significant lengths to establish ‘tone of voice’ and personality on their social media channels. Some businesses choose to showcase the people behind the brand with photos, videos, and social media takeovers by different staff. Putting a face to the company. Humanising the brand. Ultimately, the aim is to build up a social media community around your brand. Fans, evangelists, followers, customers, clients, whatever you choose to call them, your social media community can make or break your business. Which is often why businesses need online community management.

We are thrilled to have been recognised for the work we’ve done with One Minute Briefs, taking home the award for OMBassadors of the Year at OMB Live 6.

One Minute Briefs is much more than just a social media community. 

As Nick said on the night at OMB Live 6, “it’s a family.”

And building a thriving social media community requires something more than just management. This isn’t something you can “set and forget”. It needs a human touch.

Putting the Social Back in Social Media

For anyone unfamiliar with One Minute Briefs, it’s a user-generated content community over on Twitter, founded on one simple rule: you only have one minute to create an ad in response to the daily brief. 

A fairly basic premise born out of the need for creative stimulus during Nick Entwistle’s (CEO and Founder of the Bank of Creativity and One Minute Briefs) time at university. It’s a way of removing the fear of failure and focusing the mind. 

We’ve been fans of OMB for some time. Mostly, because we see the potential benefits One Minute Briefs has to offer brands, businesses, and individuals alike. However, there’s something about the social media community that OMB has created that is powerfully attractive too. To the extent that one of OMB’s followers, Shireen Dew, has even written a Masters Dissertation exploring the intricacies and nuances of the OMBLE community (followers of OMB are endearingly referred to as OMBLES).

So, with 21K followers (as of October 2019), what’s the secret behind OMB’s vibrant and cohesive social media community?

Well, we interviewed Nick for the All About Digital Marketing Podcast and he suggested that a successful social media community is one where you realise that “your brand isn’t about ‘you’ all the time.” It’s about creating content that’s right for your audience. And, most importantly, content that starts conversations with your audience. In short, you need to put the social back into social media.

Listen to the full interview Ep.12 – Putting the Social back in Social Media with Nick Entwistle.

A Social Media Community with a Difference

One Minute Briefs never set out to be a verified account on Twitter. It was never intended to be a massive community of creatives taking part in daily challenges. If it had, it would never have become what it is.

You cannot force community spirit.

Building a social media community is something that happens organically through consistent engaging content, continuous interactions, and hard work.  

The One Minute Briefs community works because it does all of these things.

The daily brief challenges people to be creative. At the same time, it generates interesting and engaging content. OMBLES are actively encouraged to like and retweet their favourite ideas as they are submitted. Many choose to comment, encourage, or collaborate on improvements to the original submissions. There’s a board of individuals (the OMBoard) who keep an eye out for entries that might be misconstrued or are just plain inappropriate. And at the helm is Nick, retweeting every entry, uploading them to Facebook at the end of the day, judging the concepts, and choosing the winners (based on the likes and retweets they’ve received during the day).

Brands could stand to learn a lot from the way this social media community operates. Significantly because it has given its followers an identity. There’s a tribalism (in a non-aggressive sense) about the OMBLES. They have a sense of belonging. Of being part of something. Knowing that they will gain interactions, they will be recognised for their contributions, and they will get some value in return — retweets, likes, comments, a ‘win’, a ‘prize’. Everybody stands to gain something. Maybe even an award.

That’s when the online social media community goes offline.

Socialising IRL

When you’re able to take your social media community offline and run a successful event, that’s when you know you’re doing things right.

OMB Live 6, as the name suggests, was the sixth annual One Minute Briefs awards ceremony and general social gathering. A chance for people to meet the faces behind the Twitter handles, to pit themselves against each other in a live OMB Tournament, to share a drink, socialise in real life, and be merry. And maybe scoop up an award or two for their contributions to the OMBLE community over the course of the year.

The event at Walrus, Manchester, was buzzing. There were old friends meeting up again, new friends being made, and lots of excitement and positivity as people reflected on the ads adorning the walls, showcasing some of the great work submitted online over the course of the year.

It was Twitter, in real life. A social media community, doing the ‘social’ and ‘community’ thing face to face.

Isn’t this the real power of social media, in its purest form?

Shouldn’t this be what every business seeks to attain with its social media community?

We believe it is, and that it is possible for every brand to have a thriving social media community if nurtured correctly. That’s why we hold One Minute Briefs in such high regard. And why participate every day as an agency. It’s also why we encourage others to do the same, either as individuals or brands. 

It’s a proven concept.

Which brings us on to this…

OMBassadors of the Year

From running our own OMB as a social media marketing experiment to winning the KFC I Love You Bacon Burger brief. From taking over OMB (to give Nick a break) to engaging with the community on a daily basis. We recognise the value in social media community for businesses and individuals. And we’re chuffed to bits that we’ve been recognised for our contributions to this community in return.


Want to make the most of social media and build a community for your business? Get started with a free social media consultation and we’ll talk to you about what it’ll take to build a community for your brand.

Claim your free social media consultation here.


Gareth Alvarez
Gareth Alvarez

Gareth, Social INK’s Head of Content (sometimes playfully referred to as ‘spellcheck’), just adores words. He’s written copy for ads, websites, and blogged extensively. Content marketing is his bag. He loves getting creative with his writing.