The Second Half – Listen and Engage, A Power Outage Opportunity
Most companies do not have a Super Bowl-size budget but there are several things they can learn from this game, especially after an episode like the power outage.
Give the social media community a reason to engage with your content and guide them to where you want the conversation to grow. I still do not understand why companies promote the logos of Facebook and Twitter instead of providing users with the actual Facebook and Twitter URL. When you want someone to call you, you do not give them a picture of a phone, you give them your phone number.
To dominate the social shelf space, optimize your different channels and use account names and hashtags that are easy to remember. Test the hashtags before you promote them to make sure they do not rank for a different search intent. Create links between your accounts and increase the signals that the search engines can find. Finally, identify the influencers that should amplify your message and engage with them. This is something you should do year-round, not just when you want the influencer to retweet you.
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