I asked Mr. T.J. Adeshola, an account manager with Twitter, to speak with my Social Media class and he graciously agreed (T.J. and I were classmates together in graduate school at the University of Georgia- we even co-authored a paper about blogging).
Adeshola, whose clients include ESPN (his former employer), Anheuser-Busch (parent company of Bud Light), and Forman-Brown (makers of Jack Daniels), among others, said that many of the brands he works with understand the importance of being in the social space but often want advice on how to execute best practices and content strategies.
Adeshola works with advertisers to amplify their messages on the platform using Twitter promoted products in the forms of promoted tweets, promoted accounts and promoted trends. While Twitter users want to know how to get verified and how to get more followers, brands are the same way, Adeshola said. They often utilize Twitter to broaden their follower base so that they can create a contingent brand advocates on the platform.
He said that the hashtag is “an aggregation of conversation” and as such no one can really “own” a hashtag per se.
There’s no specific number of tweets it takes in order to trend. “If there’s a huge event (i.e. Grammy’s) that day, it becomes more difficult for topics unrelated to that event to trend nationally. For example, there were over 24 million tweets during the Superbowl! As you can imagine, that much volume can make it difficult for a non-Super Bowl related hashtag to trend organically,” Adeshola said.
Adeshola said that companies try to incorporate social strategy as part of an overall integrated strategy (“to sprinkle some social juice on it,” as he puts it). Social shouldn’t be viewed as a singular approach, however, Adeshola cautioned.
“The idea is not to look at all social channels as one big platform,” he said. “You guys go to Facebook for different reasons than you go to Twitter, or for different reasons than you go to Pinterest or for different reasons than you go to Instagram and that’s something everybody needs to keep in mind at all times. When you’re looking at types of engagement that occur on Twitter, they’re different than the types of engagement that occur on Facebook.”
Aware of the prevalence and influence of TV and how many shows are already using Twitter hashtags to promote their shows, Adeshola said that Twitter provides the perfect “second screen” experience for viewers.
“We believe that we are the ideal second screen experience so with that we are the perfect extension of television, so if BudLight Platinum has a commercial and they say Make It Platinum, which is a hashtag they utilize, Twitter is the destination for conversation around the advertisement, so our goal is to step in as a companion and help amplify these initiatives,” Adeshola said.
The Bird is ever mindful to not just be a “one trick pony” so the popular Social Networking Site is looking to evolve the platform and services with television a natural place for future synergies, Adeshola said.
“Shows want an extension of their show to live elsewhere,” he said. “They want companion interaction, they want companion engagement. The great thing about that is that Pretty Little Liars might end, but the hashtag that’s used within the show organizes all of the related conversations on Twitter, so it’s really the perfect play for advertisers, marketers and content providers alike.”
Note: I’m cross-posting this on geoffreygraybeal.com AND my Social Media Class’ Digital & Social Media Literacy blog.