Note: This post is a bit different than normal for this blog and not the primary topic of the blog. Having said that, I know a lot of people who read this blog are fellow bloggers or people in the communications field.
I run social media accounts for my job and blog and find it really interesting when something becomes popular. I do find I get the most action on tweets when they are tied to an event, and I love Twitter for live events, so it made sense to live-tweet during the Super Bowl.
Sunday night the big game was about to start and Lady Gaga came on the field to sing the National Anthem. Known for her eclectic style, she didn’t disappoint in an outfit that looked like head-to-toe ruby red slippers that Dorothy wore in “The Wizard of Oz,” with eyeshadow to match. Beyond the sparkles, I noticed Gaga’s hairstyle. It instantly reminded me of Lindsay Bluth’s hairstyle during an episode of “Arrested Development.” This is hands-down my all-time favorite show, so the comparison came to me right away.
A Quick Tweet
I’ve always loved using Twitter, and this comparison while Gaga was still singing was the perfect opportunity to share my thoughts with others. I snapped a picture from my television of Gaga, found a photo on the Internet of the hairstyle I was talking about, popped the photos into my photo grid app and made a new photo. I quickly wrote a tweet, wanting to get it out there while the song was still being performed. To leverage it further, I mentioned the Super Bowl hashtag #SB50 and linked to two Arrested Development accounts: the show’s official account and the most popular fan account I know, @BluthQuotes.
— Valerie Dennis (@valpass) February 7, 2016
How It Grew
A few friends made comments on it right away. I kept eating, watching commercials and reading Twitter. Suddenly my phone started blowing up with the tweet, so much so that I couldn’t figure out how or where the traction came from. With a little searching I realized Bluth Quotes retweeted it and it snowballed from there.
It was crazy watching the analytics shift in real time as people were discovering it. As of 26 hours later, the impressions are at 69,188 and the engagement is at 16,133, and still climbing. And the point was to make myself and a few others laugh, so to know I was on point that much with fans of my favorite show is great.
By comparison, my second most engaging tweet was about a Living Social deal to a winery I’ve been to, so I tweeted that with the link to my writeup about the brewery on my blog. Living Social retweeted it, gaining me 9,714 impressions but only 21 engagements and 9 link clicks.
— Valerie Dennis (@valpass) September 17, 2015
Lesson I Learned
I’m not the first one to take a moment-in-time event and capitalize on it. During another Super Bowl song Oreo had an incredible tweet.
Beyonce was rocking out the Superdome so much during halftime, the power went out. With some quick thinking and keeping in line with its marketing and message, Oreo took advantage of the situation, letting people know that “you can still dunk in the dark.”
Power out? No problem. pic.twitter.com/dnQ7pOgC
— Oreo Cookie (@Oreo) February 4, 2013
Someone who retweeted my tweet mentioned @portiaderossi (the actress who plays Lindsay Bluth) and I realized I should have mentioned her and @LadyGaga or looked at what hashtags specific to her singing the National Anthem were trending at the time, but in my excitement, laughter and desire to share it, I read what I wrote, checking for errors, and pushed send. I really should have known better, as hashtags are a big part of what I do for my day job and personal blog and where the most traction seems to come in times like this, but excitement got the best of me. I should have taken another minute or two and really leveraged the moment, but I wanted to get it out there first, which was my error.
The tweet itself doesn’t have many words. The words aren’t important (except wishing I had including more timely hashtags), the side-by-side images of something timely next to something a certain audience can appreciate are what made this tweet so viral and engaging, which helped the metrics. This picture gave people something they had to expand to see the full image, raising engagement. It was of the moment and silly, so it was fun to share.
As I mentioned, I run social media for work and this blog, so I’m always trying new things to get the most legs out of every post. And I know tweets I write perform best during live events when the official hashtag is used, where there are more eyeballs on Twitter or people are searching via the event hashtag.
Do you run social media for non-personal use? How do you get the most leverage and views out of a post? What have you learned that either worked or didn’t work, or what are your favorite examples of how people use social media in the moment?