Grammys, Oscars, Super Bowl, oh my! Between awards season and major sporting events, there are plenty of opportunities for emerging brands to use Twitter, Facebook and Instagram to tap into larger cultural conversations in order to reach a wider audience. With a crop of prominent events set to dominate social media in the coming weeks, keep these tips in mind if you plan on covering buzz-worthy events for your brand.
Tweeting out congratulatory posts may work for some brands and influencers, but those posts are likely to get lost in the social media noise once the A-listers hit social media feeds. Find a clever way to incorporate a favorite nominee or team into your product, and run with that theme throughout the event. If you want to side with the Michael Keaton film Birdman during the Academy Awards, for example, craft appropriate posts related to the film’s stars, dialogue and theme ahead of time, and engage with others that share your interest in a micro-conversation about the event.
Images are everything during major events, so use the photos you already have to subtly promote your brand during the event. Create interesting graphics that link your brand to the event itself, all while showing your excitement and general interest for the event.
The key to successfully covering major events is to simply look for opportunities throughout the event. Timing was everything for digital agency 360i, which was responsible for the wildly popular Oreo Blackout Tweet during Super Bowl XLVII. “We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity,” 360i president Sarah Hofstetter told BuzzFeed in an article about the tweet. “Because the brand team was there, it was easy to get approvals and get it up in minutes.”
To successfully cover an event, the key is to be a part of the conversation not just during the event, but in the days and hours leading up to and following the big day. Making a commitment to cover an event will yield much better results than merely hopping into the conversation on social media when the mood strikes.
How does your brand cover major events on social media? Share your tips in the comments below!