Live-Tweeting: A Powerful Way to Connect

by
©Esther Vargas

©Esther Vargas

With so many users on social media in 2014, it is nearly impossible to simply watch T.V. “Tweet-watching” would be a more accurate phrase to use when describing how we interact with television shows this season.

Program viewers like me live-tweet during programs as they air and share opinions in real-time with other viewers by connecting with hash-tags. Live-tweeting television shows using designated hashtags has taken over Twitter, with #Sherlock , #Scandal  and #GoldenGlobes emerging as trending topics as they air. By using Twitter as a communications tool to connect with others T.V. fans, thousands of people are watching, tweeting and interacting with each other at light speed.  Because of this, television is no longer a passive activity but an interactive experience.

The shows also encourage live-tweeting as they often include the desired hashtag to use on the screen, and ask viewers to tweet @ reactions to the show’s Twitter handle. For example, when the airdate for the third season of hit BBC drama Sherlock was announced, the show introduced the hashtag #SherlockLives on the side of a hearse. Fans instantly took to the new hashtag, and used it in their tweets when Sherlock returned on January 1st, 2014. The BBC used the hashtag as they live-tweeted their reactions and exclusive photos and content for the three episodes of the series. By connecting through advertising, show promotions and Twitter, fans were able to share in the experience of the show’s premiere instead of simply observing it.

However, live-tweeting is not just reserved for TV’s biggest fans—brands are also tapping into the benefits of live-tweeting and using it as an advantage.   For example,   DiGiornio Pizza is one brand that excels at leveraging the power of Twitter conversations.  During NBC’s Sound of Music Live! DiGiornio live-tweeted the entire show which resulted in hilarious tweets and free media coverage for the brand. Using #SoundofMusicLive (the second highest trending topic that night) DiGiornio was visible to a large audience, which resulted in hundreds of retweets and catapulted the DiGiornio brand as a trending topic. While the Sound of Music and frozen pizza seem to have nothing common, the people behind the DiGiornio social media campaign created funny and clever ways to tie their tweets to the broadcast and connect back to their brand.

More Examples of DiGiornio’s Creativity here:

Live-tweeting is a new way for social media managers to garner attention for their brands on social media. While live-tweeting might not work for every brand, it is an intriguing new way to use Twitter and users are already starting to get on board. If you’re confused about how to get started, I’ve included a few helpful tips below:

  • Think before you post
  • Be spontaneous
  • Find clever and creative ways to engage
  • Bring the conversation back to your brand/program/event

Live-Tweeting has already shaped the way that broadcast outlets, brands, and consumers connect in real-time. With the rise of social media platforms like Snapchat, it shows that there is now slowing of the need for immediate stimulation. Because of that need, I feel that live-tweeting will become much more common. It will be interesting to see if more brands will utilize the potential of live-tweeting and how sales will be directly impacted—who knows we may even cover that topic on the Ebben Zall Group blog.

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One Response to “Live-Tweeting: A Powerful Way to Connect”

  1. 3 Brands Winning the #WorldCup on Social Media | Says:

    […] social media has acted as a great platform to gain visibility. Many brands have effectively used live-tweeting to connect to World Cup fans around the […]

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