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Twitter and television have had an ongoing relationship for the past few years. These days, no news story is complete without reference to tweets and we’ve grown accustomed to seeing hashtags in ads or on the news. According to BlueFin Labs, 95 percent of conversations about live TV take place on Twitter, including mentions of ads. So what can we learn from this relationship?
Twitter loves cross-brand engagement
Remember when JC Penney’s tricked everyone at the Super Bowl? It got plenty of brands talking and even more attention. Remember when Arby’s called out Pharrell during the Grammys for stealing its hat? The Arby’s conversation garnered millions of views and nearly 80,000 retweets.
Twitter loves real-time interaction.
Why do you think Ellen’s Oscar selfie is the most re-tweeted tweet in history? It was directed at a live audience. The Twitter feed functions in a way that makes it easy to jump in on conversations in real-time.
Twitter amplifies discussion & anticipation
Television talk is so dominant on Twitter that Neilsen developed its own online rating system for social engagement. And it’s not just talk. Twitter is known for actively driving television ratings by generating buzz and fanning discussion.
Twitter is mobile
If you observe your friends and family, you'll notice that no one watches television while tweeting on their desktop. Research shows that the majority of TV viewers are tweeting from a phone or tablet. In fact, mobile users are the most likely to engage with brands, according to Twitter analytics.
Twitter is no longer text-based.
We love to incorporate images and media into our tweets. In fact, photos and videos are the best indicators shares and re-tweets (i.e. television ads, Ellen’s selfie) which is why, as evidenced by its recent hire of ex-YouTube developer, Baljeet Singh, Twitter is looking to improve its own video capabilities.
Great. So how do we apply these lessons to the B2B market?
Well, we know that interaction is the key to gaining a following on Twitter. And we don’t just like evidence of engagement, we like seeing it in real time.
That being said, live-tweeting does a great job of amplifying discussion and drawing a crowd. Trying handing your Twitter feed over to your CEO for an hour for a Q&A. It’ll spark interest and engagement, especially if you’ve generated some buzz first.
That being said, the buzz will die down. Why? Twitter is a forum for ongoing engagement. The conversation never ends. (This suits B2B companies nicely who operate on a slower more complex sales cycle than regular B2C marketers.)
That’s also why it’s nice to mix things up. Everyone loves media, be it pictures, videos, even quotes and figures. Diversify your content. And seeing as Twitter is mobile, choose your content accordingly. You never know what kind of platform you’re audience might be using, so cater to the least common denominator.
The applications of Twitter are really endless when it comes to B2B marketing and engagement. If you’re interested in some more tips for improving your Twitter strategy, check out more here.