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1/15/13 1:40 PM Twitter 2.0: Move Past Reactive Mode and Into Proactive Storytelling :: PR News Page 1 of 3 http://www.prnewsonline.com/news/17699.html Keywords: - Current Issue - Subscribe - Renew - Sign up for 4 Free Issues - Subscriber Resource Center - PR News Testimonials - PR Resources HQ - PR News in the Classroom Search PR College Guide - Article Database - It's the PR - Small Biz PR Report - Twitter Directory - About Social Networks Like You, Michael J. Lamp and 17,464 others like this. Follow Follow @prnews @prnews 68.8K foll Follow Follow PR News Blog Latest News Jobs Platinum PR Awards Entry Deadline: May 10 CSR Awards Finalists Announced Social Media Icon Awards More Information PR People, People to Watch & Top Places to Work Winners Announced Twitter 2.0: Move Past Reactive Mode and Into Proactive Storytelling Although experts say Twitter is still a year away from an IPO, analysts say the micro-blogging platform’s value is more than $11 billion, reflecting the company’s monetization efforts in the form of its Promoted Products. So in 2014, a chosen few—like Twitter cofounders Jack Dorsey, Biz Stone and Evan Williams—will realize riches from the micro-blogging service. Meanwhile, this year communicators look to find more gold in Twitter as an outreach tool. Some brands are getting clever in their quest for revenue from the platform. Last week, The Associated Press shared sponsored tweets from Samsung during the Consumer Electronics Show in Las Vegas. The news service lets Samsung post two tweets per day to the AP’s Twitter account, which has more than 1.5 million users; each of these tweets were to be labeled “SPONSORED TWEETS.” Other communicators are starting to leverage audience trends and new Twitter offerings for best results. Michael Lamp, social and digital media strategist at Hunter Public Relations, notes four trends that developed in 2012 that will surely carry over into this year. They include: 1. Leveraging the nature of Twitter for breaking news. “Twitter has been prominent during major events like the presidential election and superstorm Sandy,” Lamp says. “I want to see if brands will leverage breaking news on Twitter.” That kind of strategy isn’t for the faint heart. Only adventurous brands will get involved with breaking news, Lamp says. 2. Taking advantage of pop culture. A Jell-O campaign referenced the recent Mayan end-of-days prediction and used Twitter prominently, Lamp says. “Twitter allows brands to surprise customers,” he says. Therefore brands should take more advantage of that. 3. Hyperlocalized promoted campaigns. Using Promoted Tweets, brands can (and should) hyperlocalize content to reach specific markets and regions, Lamb says. 4. Visual storytelling will emerge. “I haven’t seen brands take advantage of tactics like photo contests,” Lamp says. This year could be the time. STORY TIME It’s storytelling via Twitter that Krisleigh Hoermann, social media strategist at the American Heart Association, intends to ramp up this year. Why? “In 2012 we started moving away from the number of followers, and moved toward engagement,” Hoermann says. So 2013 will feature more engaging photos and videos. Two keys to engaging? Hoermann says many organizations are in the reactive mode on Twitter, and instead should initiate the conversation through optimal content. Twitter Chats are also great ways to start Twitter banter. The AHA will be doing two of them in January. In the past the chats have high level, but Hoermann says this year they will be more niche, such as one around sodium. B2B GETS PERSONAL Chris Brooks, manager, global corporate communications & social engagement at Hilton Worldwide, leverages Twitter a bit differently than Hoermann. Brooks manages @HiltonWorldWide, the B2B outlet for the global hospitality company—which touches anyone from hotel owners and managers to travel agents. In 2013, Brooks is continuing with the 30-30- 30 daily content mix that has proven successful. That’s evergreen content- engagement-and whatever is happening in PR News’ Digital PR Next Practices Summit Countdown to the event: Join us at the Digital PR Next Practices Summit Febuary 27, 2013 Assistant Account Executive New York, NY Stanton Public Relations & Marketing Corporate Communications Specialist Mason, MI Dart Container Corporation Marketing Communication Specialist Wilmington, DE Yoh Company Corporate Relations Manager Silver Spring, MD Association of Public Health Laboratories (APHL) Find a Job | Post a Job Free PR Job Alert Post Your Resume Search Jobs Press Release Webinar January 16 Register Pinterest Webinar January 30 Register CSR Awards Luncheon February 11 Register Writing Workshop February 11 Washington, D.C. Register SEO Workshop February 26 San Francisco Register Digital PR Summit February 27 San Francisco Register Login Subscribe | | Home Contact Us RSS 0 Like 0 42 DAYS : 10 HOURS : 32 MINS ABOUT WEBINARS AWARDS/CONFERENCES PR PRESS PR JOBS ADVERTISE E-LETTER RESOURCES

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Page 1: Twitter 2.0: Move Past Reactive Mode and Into Proactive ... - HPR - 1.14.13.pdf · Twitter 2.0: Move Past Reactive Mode and Into Proactive Storytelling Like Although experts say Twitter

1/15/13 1:40 PMTwitter 2.0: Move Past Reactive Mode and Into Proactive Storytelling :: PR News

Page 1 of 3http://www.prnewsonline.com/news/17699.html

Keywords:

- Current Issue - Subscribe - Renew- Sign up for 4

Free Issues- Subscriber

ResourceCenter

- PR News Testimonials -PR Resources HQ- PR News in the Classroom

Search PR College Guide- Article Database- It's the PR- Small Biz PR Report- Twitter Directory- About

Social Networks

Like You, Michael J.Lamp and17,464 otherslike this.

Follow Follow @prnews@prnews 68.8K followers

FollowFollow

PR News BlogLatest NewsJobs

Platinum PR AwardsEntry Deadline: May 10

CSR AwardsFinalists Announced

Social Media Icon AwardsMore Information

PR People, People to Watch& Top Places to Work

Winners Announced

Twitter 2.0: Move Past Reactive Mode and Into Proactive Storytelling

Although experts say Twitter is still a year away from an IPO, analysts say the micro-blogging platform’s value ismore than $11 billion, reflecting the company’s monetization efforts in the form of its Promoted Products.

So in 2014, a chosen few—like Twitter cofounders Jack Dorsey, Biz Stone and Evan Williams—will realizeriches from the micro-blogging service. Meanwhile, this year communicators look to find more gold in Twitter asan outreach tool.

Some brands are getting clever in their quest for revenue from the platform. Last week, The Associated Pressshared sponsored tweets from Samsung during the Consumer Electronics Show in Las Vegas. The newsservice lets Samsung post two tweets per day to the AP’s Twitter account, which has more than 1.5 millionusers; each of these tweets were to be labeled “SPONSORED TWEETS.”

Other communicators are starting to leverage audience trends and new Twitter offerings for best results.Michael Lamp, social and digital media strategist at Hunter Public Relations, notes four trends that developedin 2012 that will surely carry over into this year. They include:

1. Leveraging the nature of Twitter for breaking news. “Twitter has been prominent during major events likethe presidential election and superstorm Sandy,” Lamp says. “I want to see if brands will leverage breakingnews on Twitter.” That kind of strategy isn’t for the faint heart. Only adventurous brands will get involved withbreaking news, Lamp says.

2. Taking advantage of pop culture. A Jell-O campaign referenced the recent Mayan end-of-days predictionand used Twitter prominently, Lamp says. “Twitter allows brands to surprise customers,” he says. Thereforebrands should take more advantage of that.

3. Hyperlocalized promoted campaigns. Using Promoted Tweets, brands can (and should) hyperlocalizecontent to reach specific markets and regions, Lamb says.

4. Visual storytelling will emerge. “I haven’t seen brands take advantage of tactics like photo contests,” Lampsays. This year could be the time.

STORY TIMEIt’s storytelling via Twitter that KrisleighHoermann, social media strategist at theAmerican Heart Association, intends to rampup this year. Why? “In 2012 we startedmoving away from the number of followers,and moved toward engagement,” Hoermannsays. So 2013 will feature more engagingphotos and videos.

Two keys to engaging? Hoermann says manyorganizations are in the reactive mode onTwitter, and instead should initiate theconversation through optimal content.

Twitter Chats are also great ways to startTwitter banter. The AHA will be doing two ofthem in January. In the past the chats havehigh level, but Hoermann says this year theywill be more niche, such as one aroundsodium.

B2B GETS PERSONALChris Brooks, manager, global corporatecommunications & social engagement atHilton Worldwide, leverages Twitter a bitdifferently than Hoermann. Brooks manages@HiltonWorldWide, the B2B outlet for theglobal hospitality company—which touchesanyone from hotel owners and managers totravel agents.

In 2013, Brooks is continuing with the 30-30-30 daily content mix that has provensuccessful. That’s evergreen content-engagement-and whatever is happening in

PR News’ Digital PRNext Practices Summit

Countdown to the event:

Join us at theDigital PR

Next Practices SummitFebuary 27, 2013

Assistant Account ExecutiveNew York, NYStanton Public Relations &Marketing

Corporate CommunicationsSpecialistMason, MIDart Container Corporation Marketing CommunicationSpecialist Wilmington, DEYoh Company

Corporate Relations ManagerSilver Spring, MDAssociation of Public HealthLaboratories (APHL)

Find a Job | Post a JobFree PR Job AlertPost Your Resume

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Press Release WebinarJanuary 16Register

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1/15/13 1:40 PMTwitter 2.0: Move Past Reactive Mode and Into Proactive Storytelling :: PR News

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engagement-and whatever is happening inthe Twitter-verse that day.

Like Hoermann, Brooks is moving towardslinking to more photos and videos for greaterengagement.

Brooks is also making full use of newerTwitter features. “Link previews” lets followerssee content, images and videos by partnerwebsites. “If I were to tweet out link to pair ofshoes on Zappos, followers would see apreview of the shoes,” Brooks says.

Monitoring conversation is most important onTwitter, he says, more so than any othersocial network. “You can have an effectiveB2B strategy just by tracking key influencersand noting who they’re connecting with,” hesays.

TWITTER TIPSHere are three Twitter 2.0 tips for 2013, per our experts:

Lamp: Brands would be wise to learn what Twitter has done with hyperlocal outreach. “Paid drives earned, andTwitter is better at that than any other platform,” he says.

Hoermann: Don’t use Twitter just to broadcast. “There are still some brand who just push tweets out and nevergo back to converse.”

Brooks: For content, get as many people as you can involved with your Twitter account internally. “I’ve done alot of educating throughout our global communications team,” Brooks says. “London is our second-largestaudience on Twitter, and the team there knows that if they have good content, we’ll tweet it.” PRN

(Catch Hoermann and Brooks presenting at the PR News Digital PR Summit on Feb. 27 in San Francisco;(prnewsonline.com/digitalsummitsanfran13.)

CONTACT:Michael Lamp, [email protected]; Krisleigh Hoermann, [email protected]; Chris Brooks,[email protected].

January 14, 2013

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