Some interesting vibes are taking place on Twitter. The UK team has launched a new initiative which aims to provide insights into how some of the best performing brands on the platform approach their Twitter strategy.
The first brand to kick it off was betting and sports news provider, Paddy Power, which likely won't be familiar to those who do not live in the UK, but it is well known in its home nation for its comedic approach to current events.
Twitter asked the Paddy Power team to share its strategy insights, providing a brief overview of some key tips and notes. Among some of those key points:
The team says that knowing your tone of voice is the key strategy to note. They say that a lot of brands "try to be something they’re not" on Twitter, which can make it a bit difficult to compose in the moment tweets, which is a key to their strategy.
Paddy Power also says that around 20-30% of its Twitter activity is planned with the remainder being tactical. "We have planned an activity around bigger campaigns like our recent Save our Shirt campaign, but a lot of our engagement comes from Tweets reacting to breaking news."
Sometimes posting simple sharp-witted tweets during big occasions are what drives the most engagement for the brand.
Of course, most of these notes won't apply to all businesses on Twitter, but it does provide some interesting strategic insight to consider, particularly around the capacity to respond to real-time events, which Twitter is well-known for. The platform is an essential hub of in-the-moment updates, and for those brands who are able to tap into those real-time discussions, that can provide a big reach and engagement boost, if planned accordingly.
It does require a team though, in that you need people staying alert for the latest tweet updates at all times, but in this brand's case, that's proven to be hugely beneficial. It will not work for everyone, but it is good to consider these notes ether way.
Twitter UK says that its new #BrandsTalkTwitter hashtag will be a regular series, with more updates and notes on brands in the future, which can provide additional notes for your social strategy.