This post will help you to outline the five steps that should be taken before launching any new Twitter campaign to realize the distinct pros and cons of attempting sarcasm as a brand on Twitter. To explain the difference between a vanity hashtag campaign and a standard hashtag campaign, and to create a plan for direct outreach to consumers from your Twitter account.
So in this post, we’re going to be looking at the marketing side and what that looks like.
Key Goals of Twitter Marketing
we talked about the fact that there are four key goals that we can achieve with Twitter.
- So we can look at handling customer engagement and issues.
- we can look at a building or establishing the brand through content and engagement.
- we can look at focusing on time-sensitive events that non-attendees might also be interested in,
- wanting to engage with or target journalists, writers or other influencers.
Don’t Expect Immediate Results
Now, the important thing to keep in mind is that you don’t want to expect to hit the ground running with Twitter, there are far too many brands that believe they can launch a Twitter account, and immediately start leading conversations.
A Natural Progression
Now, unless you’re a mega brand, this just isn’t going to happen. And even if you are a mega brand, it will be very difficult for it to happen.
So we need to keep in mind that that as with most things, there’s sort of a buildup, there’s a natural progression that takes place. Now, whether you’re a new brand of Twitter, or maybe you’re simply trying to expand the focus of your Twitter account into new topics, and new areas. Either way, it’s important to have a plan for that builder.
The Correct Order
So when we look at how that might lay out what the order would look like, we basically start with the idea of following people, then listening to people joining in the conversation, working on actually engaging with people. And then we move to the area of leading. Now the Twitter-verse is full of embarrassing stories of brands who jumped in here a little bit too quickly, only to look like fools or have worse mistakes happen. And that’s why the order of these things is really important.
Now another example of this, where maybe it’s not even necessarily the order, it’s just skipping some of the really difficult parts. New York Police Department, McDonald’s, and plenty of other brands have made the mistake of pushing vanity hashtags without first listening and engaging with people.
My NYPD and McD stories
So for example, the NYPD launched a hashtag campaign called My NYPD that resulted in loads and loads of images being shared and stories and experiences being shared about police brutality. And how far over the line that NYPD had gone.
McDonald’s ended up launching a vanity hashtag campaign called McD stories. And unfortunately, rather than getting lots of heartwarming stories about you know, going with your grandfather, you know, maybe going on a date or whatever. They ended up getting all sorts of stories about people getting sick. are learning about how the food was actually made, or this example of my father used to bring us to McDonald’s as a reward when we were kids.
Now he’s horribly obese and has diabetes lesson learned mcdee stories. So this kind of ties into that idea that even if you’re following people, even if you’re joining in, and even if you have the ability to lead if you miss that part where you’re listening, and if you miss the direct engagement, where you have the opportunity to see what people think of you, or what the public perception is, then running straight to some of those vanity hashtags to try and get all sorts of warm fuzzies out of people, there’s probably a good chance that it’s going to blow upon you. And that’s really part of why I put this order together is because by breaking it down, we can kind of walk through how to use it as a process basically, for betting almost any campaign idea.
Step 1: Follow
That ties into the idea that by following Twitter users that match with our target audience, we gain the ability to test the waters and see how a message might be received. But we need to be following people to be able to reach that next step of listening.
Step 2: Listen
Because by taking the time to listen, you can get a feel for the opinions, the sentiments, and even the level of controversy that might exist around a particular topic. You can run searches, you can review the responses, it helps you start to get a feel for and an understanding of what that audience is going to look like.
Step 3: Join
Now, when we move on to step three, the idea of join, that’s joining in the conversation that’s already taking place by sharing some of your own thoughts or experiences, basically gauging the reaction to see that veers off course, or is it well received.
Step 4: Engage
And then we move into step four, engage. And that’s where it’s not just joining another conversation that’s already happening. It’s taking the time to engage directly with specific users who may be posting about you, or posting about your topic, do they respond? Are they friendly, are they may be a bit combative Do other people join in? That’s kind of that that little happy medium spot between joining the existing conversation and leading your own is looking for those opportunities to directly engage with people.
Step 5: Lead
And then finally, we reach that final step five of lead. Once you’ve taken the time to understand the dynamics of the topic and have an audience, you can move on to full engagement or campaign pushes from your account.