Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
#SOTU and Tweet Promotion: Lessons Learned
Posted on February 13th 2013
Last night’s State of the Union (SOTU) address joined a growing number of national events that was critiqued, promoted, and shared via social networks—especially Twitter. Twitter conversations for major events, discussions tracked along a hashtag, have increasingly become as entertaining as the event itself. Now with promoted tweets, major events like the Super Bowl and the SOTU offer marketers the opportunity to promote products and raise awareness for issues and ideas at a moment when they know people will be paying attention.
But the easy access to large audiences does not necessarily guarantee the promoted tweet will pay off. Some tweets last night seemed aptly timed for the SOTU. The NRA promoted a tweet encouraging Twitter users to call their Congressperson and demand a rejection of the President’s gun control agenda. Some promoted tweets seemed to directly relate to the section of the speech where the tweet appeared or were at least very relevant to the content and topics. For example, Americans for Prosperity purchased a promoted tweet supporting their policies almost in response to the SOTU as it happened (see image below).
But some tweets really missed their mark. Promoted tweets encouraging users to tune into the SOTU “tonight” were seen in the middle of the speech, and some marketers promoted legislation and products that did not even relate to the content of the speech. Discounted flight sales and conference registration were the types of promoted tweets that really missed the mark of an audience focused on discussing the SOTU.
While some marketers capitalized on Twitter’s massive conversation (an estimated 1.36 million tweets were issued, according to Twitter), others fell short. In the aftermath of what could be called a national tweetathon, a few off-message promoted tweets may not seem like that big of a deal, but what is critical is that these brands risk losing the trust of their buyers by interrupting a conversation and completely changing the topic.
Promoted tweets, when used correctly, can effectively draw attention to the item or topic being promoted. For marketers willing to gamble, promoted tweets can be a fantastic advertising tool. Impressions are free and the tweets are priced at Cost-per-Engagement (reTweets, clicks, replies, and favorites; estimated at costing between $.50 and $5 per engagement). But buyers must beware that they can just as easily damage their brand as promote it.