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The Best Use Of Social Isn't Play By Play But Rather Great Commentary Or Snark Of What's Happening
January 31, 2017
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Experiencing live events today means partially paying attention to what's happening while visually documenting and talking about it via social on our mobile devices.
During Super Bowl 50 last year, Facebook captured 60 million people creating 200 million posts, comments and 'likes.'
Instagram noted 3.7 million photos were shared with "#Superbowl."
Gatorade tweeted that they received 100 million+ views on their Snap filter during the big game.
And Twitter reports 15.2 million people saw Super Bowl tweets during the game.
So how do we transfer that kind of passion the audience has for using social during big events like the Super Bowl coming up this Sunday and other events?
Consider the following:
Acknowledgement
Adweek recently commissioned Survata to poll consumers who plan to watch the big game. When asked if they have ever used a hashtag that a brand has asked them use, 8 in 10 said, "No."
That should surprise no one.
If there's nothing of value in using a brand's hashtag, why would fans even bother?
One of the most overlooked values of the social space is actual exchange between the brand and the fan.
Interact with folks - showcase their gifs or thoughts, too. It's not all about you.
Access
Fans crave it. Think past ordinary. Everyone should feel like they had a personal moment with you.
Facebook or Twitter Live should completely be a part of your plan. But - again - remember the word "value." What is the value in being a part of your live streams?
Anticipation
Earn the reputation that your brand is known for grabbing those unpredictable moments.
Those moments that everyone ends up talking about. Like Winona Ryder's expressions at the SAG Awards Sunday night:
Never seen anyone experience as many emotions within a minute as #WinonaRyder did during @DavidKHarbour's #SAGAwards speech. #StrangerThings pic.twitter.com/GzPMPhfvBy
— Jordan Ross (@TheJordanRoss) January 30, 2017Watch for those unplanned moments. This is the content that gets passed around.
Attentiveness
Be alert and participate in what's trending. But don't force it.
For example, if chatter around the Super Bowl is mixed, create a pole to blend in.
Here's a visual mockup:
Feel the vibe of your News Feeds and Trending Topics.
Whatever is going on - emulating fan behavior is the best way to blend in - in order to stand out.
It's been said here before that just because social is free, does not equate to being easy. There is nothing simple about cleverly and consistently communicating as a real time social brand.
Our ability to capitalize on live moments and drive results is only as good as the content we learn to create.
But if we're throwing ourselves out there every day with the intent to do good; we'll understand more of what the audience reacts to and it'll start to get a bit easier.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
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