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Bezos and his ‘funfriends’ (Twitter Photo)

For years, Amazon CEO Jeff Bezos has been on a dogged mission to dominate everything from e-commerce to space travel, from streaming entertainment to cloud computing. But there is one code he hasn’t yet cracked: becoming a social media celeb. Is that why the world’s richest man has suddenly taken a goofy new tone on Twitter and Instagram?

If so, his approach is as savvy as slashing prices to drive out the competition. Bezos’ latest posts feature internet favorites: a giant panda, pancakes, and a humblebrag about his celebrity buds.

Bezos joined Twitter in 2015 with a maiden tweet about his space venture, Blue Origin. Since then, he’s been measured on Twitter, mostly taking to the platform to promote his various businesses. There have been some exceptions of course. Before the 2016 presidential election, Bezos saw his tweet about sending Donald Trump to space on one of his rockets go viral.

But Bezos isn’t typically a Twitter provocateur, unlike some of his peers. T-Mobile’s Jonn Legere has become infamous for his firebrand Twitter persona. It’s probably too early to tell if Bezos is working on his Leger impression. But one thing we know for certain, he’s practicing his Dwayne Johnson smolder.

Update: Bezos was back at it on Monday afternoon, tweeting and posting on Instagram about the Washington Post’s Pulitzer Prize awards. Bezos bought the newspaper for $250 million in 2013.

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