The @ nextofficial Twitter account has tweeted almost 100,000 times since joining in 2009 , accumulating 218,000 followers along the way . As well as the obvious creative promotional activity , Next is keen to publicise the stories behind its latest lines of fashion by creating and tweeting content about the models in their advertising campaigns . It also , like many other successful businesses on Twitter , introduces humour in a way that doesn ’ t threaten to cross the line , the downfall of so many brands whose jokes backfire .

02 Next / 218k

The @ nextofficial Twitter account has tweeted almost 100,000 times since joining in 2009 , accumulating 218,000 followers along the way . As well as the obvious creative promotional activity , Next is keen to publicise the stories behind its latest lines of fashion by creating and tweeting content about the models in their advertising campaigns . It also , like many other successful businesses on Twitter , introduces humour in a way that doesn ’ t threaten to cross the line , the downfall of so many brands whose jokes backfire .