How Twitter Takeovers Work

Twitter takeovers , this is where a celebrity and influencer or another notable person sort of takes over the brand account for a day and tweets themed content, pictures, and responses with some type of tag or something added to it that make it clear who’s doing the tweeting for the day.

Creating a Hashtag Niche

Now there’s also the idea of working off of hashtags. Well, this can backfire for brand focuses on vanity hashtags, like we talked about a little earlier with the NYPD example and the McDonald’s example. A well-crafted topical hashtag, can open the door to some pretty strong consumer engagement.

So for example, Sharman, the toilet paper company in the United States, uses tweets from the seats to ask amusing questions and to offer up advice, and really has had a great response to it over the course of several years.

Red Bull actually picked up on a user launched hashtag that was put a camera on it, where someone originally took the Red Bull can and they held it up over the exact type of SUV that the Red Bull truck that drives around the United States looks like any hashtag to put a cat on it. And they kind of started to play around with that. And then they let that lead and encouraged people to take their own pictures that were putting a camera on it and putting it up.

Be Cautious with Hashtag Campaigns

Now, again, you want to be cautious with hashtag campaigns because hashtags can be a great way to join the conversation. But remember, we’ve also seen several examples here of not researching the hashtag carefully before you participate or maybe going a little bit too, you know, self-promoting on your hashtag.

So it’s a good idea to make sure you’re doing some of the research you’re following those five steps we talked about before you really try and run with something.

Event Marketing

Now in the event marketing side of things, this is where stuff like live-tweeting events comes in. Maybe you’re hosting a live event like a conference or a festival. So making sure you’ve taken the To create a hashtag in advance, and incorporated that into all of your on-site coverage and posters and information that lets you encourage people to attach that hashtag to any tweets that they put out, that are specifically about the event. And that gives you a chance to monitor those conversations so that you can either respond to them or you can, you know, pass it on or use it for amplification purposes.

Event Marketing Twitter Broadcasts

Now, you also might want to give consideration to using one of the live Twitter tools like Tweets to display tweets during your event. And this is where maybe you’re at a conference and maybe on a big screen back behind the speaker, you might see tweets sliding by maybe out in the hallway, you might have you know, big-screen TVs set up that are rotating through different people’s tweets and commentary on the events.

Incentivize Event Tweeting

Now, there’s also the idea of incentivizing event tweeting, finding those creative ways to get people to make sure they’re putting up the tweets, and they’re including a hashtag, maybe it’s by knowing that their tweet or their photos gonna be shown on that big screen, or maybe it’s by offering some type of prize. But these are the types of things that we look at to try and amplify the social coverage that’s taking place.

Other Twitter Marketing Reminders

Now, a couple other Twitter marketing reminders that we want to keep in mind, a big part of Twitter is the trial and error of finding out what works for your brand. Now with that said, there are a couple things that we do want to make sure we’re keeping in mind. One of them is the idea of direct engagement.

Direct Engagement

One of the biggest mistakes that brands make is looking at Twitter is if it’s a broadcast-only tool, they’re just going there to post all the stuff that they want you to hear. You have to make sure that you’re taking the time to not only listen and respond but to actively reach out as well. Take the time to run those topical searches reply, look for opportunities to engage.

Post Scheduling

There’s also the idea of post scheduling, it’s critical to make use of things like Twitter scheduling tools for longer-term publishing, but make sure someone is checking in regularly for any potential hiccups.

Should you post Multiple Times?

Now, there’s also the question of how often you should post and I don’t necessarily mean how many different things you post today. I mean, how many times do you take one tweet, and republish it, because again, people don’t tend to see every single tweet that that shows up in their stream depending on the time of day, they’re there, it depends on how you rank in the algorithm. So the nature of Twitter is that it not only invites duplicate posting, it actually kind of requires them.

Visuals are Important

Now also, keep in mind that visuals are really, really important. You don’t need a photo or image for every single thing you post. But regular integration of strong visuals will have a heavy impact on engagement from users. It’s a great way to make sure you’re standing out and you’re getting the message in front of people.

Experiment with New Ideas

Now, above all else, you need to make sure that you’re open to the idea that Twitter’s can involve a whole lot of testing, and analyzing and repeating. There’s a lot of ways to put Twitter to work for your business. Look for industry related ideas, read articles, ask around, but above everything. Again, don’t be afraid to test something new, and see what happens.