The water cooler used to be the place where people gathered to talk about TV. Now, 95% of the public social conversation around TV happens on Twitter. Here are a few best practices to engage and grow your audience using the power of this medium.
Harness the power of hashtags.Hashtags are like campfires: people gather around them to have conversations. Most networks today create and promote TV-related hashtags that fans use to discuss shows they love. This gives marketers a powerful opportunity to connect relevant messages to TV-related conversations.
During the Oscars, Miracle Whip premiered a tongue-in-cheek TV commercial, “Witch Hunt,” along with a new tagline: “Keep an Open Mouth.” The Kraft-owned brand extended the experience onto Twitter, where Oscar watchers turned to discuss the red carpet in real time. @MiracleBrand monitored conversations for people making snarky comments about celebrities and playfully joined the conversation by @replying with the hashtag #2quick2judge, alluding to their commercial and new tagline.
Integrate your Twitter presence into your TV ads to extend your reach.Your Twitter @username is like your website’s URL. Highlight and promote your @username or a campaign-specific hashtag to invite people to join the conversation about your brand.
During Super Bowl XLVI, H&M aired a commercial featuring David Beckham in his H&M bodywear. At the end of the commercial, the hashtag #beckhamforHM was featured above their URL. @HMUSA also placed the hashtag on billboards. @HMUSA continued the conversation with consumers on Twitter, beyond the 30-second spot and after the billboard came down.
Live-tweet popular programming.Live TV events like major sporting matches and award shows are great opportunities to engage your target audiences around their passions. Consider live-tweeting during these programs in a way that relates to your brand, partners, spokespeople or your followers’ interests. Make sure to include a hashtag to make those Tweets easy to find.
On Twitter, @DKNY gives followers a behind-the-scenes look at fashion through the lens of New York City PR and pop culture. @DKNY has built a dedicated following by live-tweeting TV shows set in East Coast fashion circles, like Gossip Girl and Revenge.