Teijin’s official X account will shift from solo operation to a team-based model involving multiple employees at the end of October, and the current person in charge will leave the operation. Attention is focused on how the account’s first-person communication style will be carried forward.
Since its launch in August 2016, Teijin’s official X account has used “DAKE JA NAI (だけじゃない。) Teijin” as its slogan, building familiarity through everyday topics and self-deprecating posts. The latest announcement stated that the operating structure would be updated at the end of October and changed to a team-based model involving multiple employees. It was presented not as a change in the person in charge, but as the end of the existing operating structure.
The post began with “To all our followers” and stated that the operating structure would be updated at the end of October, with multiple people managing the account, while the current person in charge would leave the operation. The post received 561 likes, 46 reposts and 124 replies, and generated approximately 12,000 impressions.
Teijin’s previous operating model was considered to have the strength of “one person putting their feelings into the work,” which helped the account gain more than 90,000 followers. The official announcement does not indicate a specific reason, and risks associated with reliance on an individual are presumed to be among the factors. However, the operating policy under the new structure is expected to become clear through future posts.
The shift in corporate-account management from one person to multiple people is said to be intended to improve brand continuity. Following these developments, attention is likely to focus on how the handover is designed and how a consistent tone will be maintained in future posts.