Connect with us


Death Wish Coffee’s Social Media Manager Reveals The Secrets Behind Their Widely Popular Cynical Tone on Posts

When it comes to branding your company on social media, it’s important that you find a unique voice. Too many companies are still just sharing boring links and retweeting headlines. To really stand you and get attention from your audience. Your voice on social media should reflect your brand’s personality. If you don’t find it, your company will be seen as just another company pushing widgets on the internet.

Today I caught up with Sophia Abbasi, one of the voices behind Death Wish Coffee Company’s famous brand voice. I wanted to find out how they seem to always be able to say what their customers are thinking with their hilarious content.

1) How did you get started with social media at DWC?

Sophia Abbasi, Social Media Manager at Death Wish Coffee

I’m actually fairly new at Death Wish Coffee – I started in December 2019 and my background has been in nonprofit communications, public relations, and marketing. I was familiar with the brand being from the Albany, New York area after Death Wish Coffee received recognition as a growing small business from that area and won a Super Bowl commercial from Quick Books Intuit.

I got to know the brand before the product and loved the cynical, sarcastic tone of their content. When I tried their product, I knew why I loved this company.


2) Its clear DWC has a brand personality and voice that shines through on social. What can you tell us about that?

Death Wish Coffee has always had this voice externally that people can relate to. I feel like several people have a similar experience in discovering Death Wish Coffee as I did, where they found the brand really resonated with them. I think as a marketing strategy, it’s so important for people to build trust with the brands that they typically purchase from. In a way that legitimizes brands when their community is so vocally supportive.

3) One of your memes turned into a t-shirt as part of a campaign to help laid-off service industry workers. How did that happen?

This was such a fun project to work on – and gives insight into how we come up with our hilarious memes. I had said it to a friend “when this is all over, please continue to stay 6 feet away from me” while we talked about how we actually didn’t mind being away from people during quarantine, and the meme was born.

4)  DWC’s memes have become legendary across social media. What’s the secret to make memes that resonate with an audience?

Most of the time, these memes are off-the-cuff comments we make to each other or people in our lives and think, “Oh wait, that’s a meme right there!” I think Death Wish Coffee has been able to find success with memes and creative content because we have such an understanding of our audience. We have a Facebook page run by our biggest fans, with over 10,000 strong, of a community that shares their coffee-drinking experiences, Death Wish Coffee merch, and where they show love for the product and brand. We stay in touch with that community, and always make sure we celebrate them in everything we do.

5) What career advice would you give to those who would like to be a Social Media Manager?

Understanding your audience and community is key to growing your social media audience and engagement! Listen to what they have to say, create assessments to better understand them, engage with them in the comments (but try not to get caught up in the negative ones), and rely on your audience and community to create the compelling content that you’re looking for!

John White is the founder of Social Marketing Solutions. He has contributed over 200 articles to sites like Inc. Magazine, Huffington Post, and Influencive. When he's not tweeting, John enjoys being a dad to his two amazing daughters, playing tennis, and eating Mexican food.

Advertisement Become A Crypto Expert

Join Disrupt Magazine

Become A Crypto Expert
Become A Disrupt Contributor

Most Disruptive

Entrepreneurship5 months ago

Navy Veteran Davis Chris Takes the Music Industry by storm

In life, you need to break down anything that might be holding you back and change course if need be...

Entrepreneurship6 months ago

5 Disruptive Leaders Paving the Way in 2021

Where there is uncertainty, lies a whirlwind of opportunity. 2020 was the year that had entrepreneurs learn a great deal...

Politics1 year ago

Brock Pierce Wants To Disrupt The Two Party System And Be Your Next President

We don’t usually cover politics much here at Disrupt, but when Crypto billionaire and friend of the show, Brock Pierce...

Business1 year ago

John Mcafee – Predictions For The Future

John McAfee is a world-famous tech CEO, computer scientist, civil disobedience activist, privacy advocate, and pioneer of the commercial anti-virus...

Finance1 year ago

Gaby Wall Street – Teaching Latinas to Thrive During The Crisis

It’s no secret we are facing one of the most challenging financial times of the last few decades as we...

Entrepreneurship1 year ago

Tony Delgado – The #1 Entrepreneurship Movement In Puerto Rico

Puerto Rican online market is in constant progress. With many entrepreneurs who are coming here to start a business, it...

Entrepreneurship1 year ago

Elena Cardone – The 10X Ladies Conference Is Declaring 2020 The Decade For Women

The next ten years are meant for women to continue growing their potential and succeeding in multiple areas, including business....

Marketing2 years ago

How Josh Elizetxe Built Snow Into a $40 Million Dollar Business

There is nothing quite like an entrepreneur’s determination when starting a business. That’s my original quote by the way (pun...

Entrepreneurship2 years ago

How Jason Capital Became A Self Made Millionaire By 24

Have you ever wanted to earn the respect of everyone who ever looked down on you at some point in...

Entrepreneurship2 years ago

Sam Bakhtiar On His Way To A Quarter Billion

Dr. Saman Bakhtiar, who prefers being referred as Sam, lives in an 8200 square foot $5.2 million house, Sam is...


Copyright © 2020 Disrupt ™ Magazine - Disrupt is a Minority Owned Privately Held Company

Disrupt ™ is the voice of Latino entrepreneurs around the world. We are part of a global movement to increase diversity in the technology industry and we are focused on using entrepreneurship to grow new economies in underserved communities around the world. We enable millennials to become what they want to become in life by learning new skills and leveraging the power of the digital economy. We are living proof that all you need to succeed in this new economy is a landing page and a dream. Disrupt tells the stories of the world top entrepreneurs, developers, creators, and digital marketers and help empower them to teach others the skills they used to grow their careers, chase their passions and create financial freedom for themselves, their families, and their lives, all while living out their true purpose. We recognize the fact that most young people are opting to skip college in exchange for entrepreneurship and real-life experience. This Podcast was designed to give them a taste of that.