Rhea Cairns, account manager at Neo PR, explains how to use a third-party Twitter takeover to promote your brand’s message
It may seem like an odd thing to do, but having a third-party such as a public figure, client or expert in the industry take over a Twitter account has emerged as a winning social media strategy.
If executed correctly, it can be just what a brand needs to increase followers, boost engagement and, most importantly, get the message across.
But can this work in a B2B world, you ask? Of course it can!
With the right spokesperson, planned content, and a realistic goal, there is no reason for a B2B Twitter Takeover not to be successful.
With that in mind, we’ve put together five top tips for getting the Takeover underway and taking the first steps towards building that all important social media presence.
Every campaign, whether that be marketing, PR or social media, has to start at the beginning. It’s important to establish a goal to work towards that will also help when it comes to measuring the success of the Takeover at the end. Goals can be Twitter-specific, such as increasing followers or gaining a certain number of retweets; marketing-specific, such as increasing website traffic; or even sales-specific, such as generating X number of leads or inbound enquiries. Whatever it is, make sure it’s realistic as well as measurable.
2.Find the right spokesperson
It might be tempting to use that favour you once tucked under your belt when you rescued a well-known celeb from a potential crisis, but remember that the spokesperson needs to be relevant to your brand, and be someone that others would want to seek advice from or pose a question to. A well-known client, journalist or industry expert is always a good place to start.
3.Include the right message
Every organisation, whether B2B or B2C, has a message to convey to their prospects, no matter how subtle. This same message should be weaved in to the Twitter Takeover. Keep it simple, keep it relevant, and keep it on track.
4.Do your research
Perhaps one of the most important tips is to learn from the mistakes of others. Do your research – find out what has worked well before, along with what might have epically failed – and make sure you make the relevant changes to your strategy before putting it into practice. Look into the possible connotations of hashtags, which are important to not only help people find the Takeover, but to also ensure you find the responses, questions and comments. Don’t forget to investigate the background of your spokesperson too, and find out what your followers are really interested in. Thorough and relevant research will really pay off in the end.
5.Measure the success
So, you’ve done the hard work. You’ve found the spokesperson, done the research, set a time and a date. The last piece of the puzzle is to make sure that you have the right metrics in place to measure the undoubted success of your Twitter Takeover.
See, it doesn’t sound too hard, right? If planned correctly, executing a Twitter Takeover doesn’t need to be rocket science.
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