Somebody on Amtrak’s social media staff could be on the quick observe to a promotion. A one-word tweet from the prepare firm’s official Twitter account on Thursday took off sooner than a super speedy Shinkansen, inspiring a Twitter development towards excessive brevity.   

“Trains,” the tweet says simply

Lower than 24 hours after the account tweeted the minimalist message, it had been retweeted upward of 25,000 occasions and gotten nearly 168,000 likes and over 2,500 feedback, together with responses from a number of manufacturers sharing their very own one-word descriptors. 

“Information,” The Washington Post tweeted. “Radio,” wrote NPR. Marriott Bonvoy chimed in with “lodges,” whereas Intuit Mailchimp went with an on-point “emails,” and NASA opted for a sleeper: “universe.”  

CNET got on track with the trend too: “tech.” As did CNET Cars: “vehicles.”  

Amtrak had a short-winded response — “trains” — to a request for remark concerning the tweet, which has additionally drawn responses from railway fans sharing lovely views snapped from train windows, plus a number of snark and puns: “YES. Actual trains. With wires. Electrical!” “This tracks,” a number of folks famous of the meme-generating tweet. 

Amtrak joins Wendy’s and others as simply the newest seemingly old-school, extra conventional firm to make use of social media to twist the notion of itself by way of weird posts that go viral and each allure and annoy the media lots. However maybe none has been as succinct as Amtrak’s. As my CNET colleague Queenie Wong details here, corporations strive each trick, stunt or ploy they will conjure as much as seize eyes on-line, typically with blended outcomes. 

“This went from cute, quirky tweet to silly Model Twitter meme in report time,” one Tweeter wrote of the ever present one-word format spurred by Amtrak. “I hate it right here.”

Amtrak gives long-distance and inter-city rail service to 46 of the 48 contiguous US states and to 9 cities in Canada. As a result of that is the web we’re speaking about right here, Amtrak’s one-word tweet has turn into event for Twitter customers to reply not solely with jokes, however complaints — about Amtrak particularly, and extra typically about mass transit within the US in contrast with that of Europe or Japan. 

This complete factor has the potential to go off the rails very, in a short time. 

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