‘Hashtag hijacking doesn’t have to live and die on Twitter’ – ClickZ Blog
Mike O’Brien says, “Brands tweet about trending topics all the time, but they don’t always use the platform’s powerful reach in order to promote themselves beyond a Twitter conversation.
Brands tweet about trending topics all the time – we write about it every Friday. If something gains enough viral traction, like the dress that was definitely blue and black or the UNIQLO fitting room sex tape incident, we’ll even write about it on a different day of the week. But all too often, brands let their contributions to the conversation live and die on Twitter. They might tweet funny pictures that are enjoyed for a second and then quickly forgotten. It doesn’t have to be that way though – hashtag hijacking is a great way to turn a trending topic into brand lift.
Last week’s Democratic Debate was a huge trending topic on Twitter. According to advanced social media analytics company Talkwalker, the #DemDebate hashtag received 25.5 million mentions and 9,300 engagements between 5 p.m. and 5 a.m. Hillary Clinton and Bernie Sanders also received a combined 541,000 mentions, each gaining thousands of new followers in the process”.
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