There are a lot of slang terms used to describe Twitter-related behavior. The phrase "Twitterdrop" has gained a negative connotation - it is used to describe poor-behaving Twitter users who pretend to be in conversation with someone when they are not.
For business, not everything has to be a negative. Consider doing a "Positive TwitterDrop" - adding a positive comment as an Twitter follower into an event stream or ongoing related conversation.
Offer a festive comment to events, even for a negative occurrence. Oreo has been a master at making the odd events playful, with this example of what they said during the game delay in Super Bowl 47, in which the lights lost power during the game.
Oreo, the "Top Cookie" in social media, references the Super Bowl 47 darkout in the New Orleans SuperBowl. This playful Twitter visual was tweeted during the unusual pause in the game because of the power outage.
The key to success is selecting events based on the persona of your desired customers. The event, the Super Bowl, attracts consumers who are most likely eating snack food. The event itself is a pastime, a gathering of people being social and enjoying a popular sport. If an event brings a desired audience, consider it an opportunity to join the conversations.
Now, joining a conversation is a art. Here are a few other ideas on how to do so as a high art through a PT - a Positive TwitterDrop
- First develop a list of events that are covered in Twitter - determine if those event are worth establishing TwitterDrop coverage. Embed on event with a collective shared value of your target demographic. An event can have a local collective meaning well suited to build awareness in a local market, or a national collective meaning well suited for your products and
- Use a tool like Twitter Analytics geography reporting to see if your following matches closely with the events location and follower interest. If possible, take time prior to a elected event to engage people from the regions or associated topics that
- You can also use Bottlenose to search any associated hashtags - for example, the SuperBowl typically uses a variation of #sbXX where XX is the number of the super bowl. Thus Super Bowl 48 s #sb48
- Have live support ready - be it yourself for a solopreneur, selecting panels at an expo to participate, or having a support team that handles your social media. The purpose it to spot and respond to comments shared online. Use a dashboard such as Hootsuite or Tweetdeck to create a dedicated Twitter stream bases on the event hashtag. Advanced analytics tools like Adobe Social also provide quick means to monitor response.
- That aforementioned support must be creative relative to the event. The embed team should have a sensibility about the event in which the campaign will be embedded in. That awareness helps to not only spot an opportunity but to create a witty insertion.
- Monitor website analytics to see if participation in a Twitter-based event lead to better exposure to conversion goals. Use social reports in Google Analytics and set annotations notes that coincide with the dates of TwitterDrop events. Doing so highlights the best
- Despite an urge to mention a product, consider subtle tactics and totally avoid hard sells. Note in the Oreo Superbowl example how it references the typical "product usage" behavior - dipping cookies in milk - while noting the power outage. Aim for humorous reminders of what makes your product or service worthwhile.
- Also remember that a TwitterDrop can go both ways. When Oreo suggested to bring its cookies to the theatre - a violation of theatre rules about bringing outside food - AMC Theaters quickly responded:
This AMC Theaters response to Oreo shows that a Twitterdrop can go both ways...
[…] been influential in these Zimana posts, Coke’s Refeshing Omnichannel Approach (Coke) and Tips to Create Positive Twitterdrops (Oreo). But in the meantime, read this Facebook post from Avinash and see if you feel the same […]