Sal broke down this question by providing the audience with his three best practices for connect campaigns:
“First, use the connect moment’s hashtag so that people on Twitter who are following the event, occasion, or trend are more likely to come across your Tweets – they’ll also be more likely to associate your brand with the moment.
Next, keep your Tweets short and to the point, between 50-100 characters. And if you want people to take action be sure to use a clear CTA, for example “click here, buy this, etc”.
Lastly, use eye-catching visuals that highlight your key message. Incorporating visuals that fit well with the event, occasion, or trend you’re connecting to will help tie your campaign together. Really make sure that the visuals and the copy are working in tandem to tell your story. More so than on other platforms people really spend as much time on the copy as they do the media, and think of them as being one piece. And make sure to use captions!”