Live tweeting is an excellent way to use a current event to build brand awareness. Through this technique, you're contributing to an urgent, timely conversation in real time — which can be an opportunity for your business.
However, since live tweeting involves content creation on-the-spot, you need to be prepared for how to respond thoughtfully to current events. Not sure where to start? Here are four excellent opportunities to live tweet.
Responding to News and Viral Content
Responding to viral content is a quick way to reach a wide audience. However, it must be done tastefully. Only take a stance on political issues if the topic directly relates to your customers or your brand mission. The goal of content should always be to provide value to your prospective and current customers. That said, companies often have a larger platform than individuals. Feel free to take a position when the issue at hand is directly in line with your brand values. For example, Patagonia chose to take a stance to [protect Bears Ears National Monument](protect Bears Ears National Monument). Although this is a politically sensitive issue, it's directly in line with their brand's love for the outdoors.
A safer route, is to focus on feel-good content, including the happy stories news organizations are reporting. Some examples include congratulating a [celebrity on the birth of their born baby](celebrity on the birth of their born baby), fawning over a man dressed up like his dog's favorite toy and celebrating [a rare dinosaur discovery](a rare dinosaur discovery). Follow news topics related to your industry to stay updated on what content goes viral. Set up a Google Alert or a customized news feed to find news topics. Additionally, be sure to follow relevant hashtags related to your industry on Twitter.
During Major Televised Events
The Super Bowl is just one example of a major televised event. Typically, these tweets can be recycled and reused every year. However, by only planning scheduled content, you miss out on any real-time opportunities.
The Super Bowl is the New Year's of marketing content because millions of Americans are watching. According to Ad Age, advertisers spent up to $5 million dollars on a 30-second commercial during the Super Bowl in 2017. These story-driven commercials spark audience reactions on social media, which gives your brand an opportunity to react as well.
Other major televised events include award ceremonies, such as the Golden Globes and Grammys, as well as other sporting events, such as the Olympics and World Cup.
During Industry Events
Conferences are yet another great time to live tweet. Be sure to use the designated event hashtags with every tweet. Likewise, follow the same hashtag and engage with the content. While content may be more relevant to B2B (business-to-business) rather than B2C (business-to-consumer), it presents an opportunity to network and interact with other brands, which could potentially transform into partnerships down the line.
For conferences to keep on your radar, check out this The Muse article, which breaks down events by business category.
During the Everyday
Give your audience a feel for what your workday looks like. This presents an opportunity for your audience to share their workspaces and day-to-day tasks as well, creating an open dialogue. For instance, show your followers your workshop or how your product is made. It'll give your customers a behind-the-scenes look at your business and make them feel more connected with your brand.
Twitter is an amazing way to engage with your audience, especially potential customers. Whether you take advantage of all four opportunities listed above or only one, you're creating content users will engage with. This will ultimately develop awareness for your brand as well as boost user interaction.