I was putting together a presentation yesterday for Incite Group on how social media has changed business communications and included the five most tweeted moments. I did this to illustrate how social media has woven itself into the fabric of society at many levels.
Business communicators need to care about this because their prospects and customers live in this world where Twitter is a communication tool used by many. Each of these moments also provide some lessons for developing social media strategy.
Here are the five most Tweetable Moments, starting with least to most tweeted, based on data released by Twitter. It’s measured as tweets per second (tps), with a brief strategy takeaway for marketers for each.
And you’ll likely be surprised by the most-tweeted moment! Iwas…..!
5. Death of Steve Jobs – 6,049 tps (October 5, 2011) Strategy Takeaway: This is the highest ranking technology moment, and it is a human story about one of the most innovative business leaders. It shows that Twitter users have transcended well beyond the technology-focused, early adopters and that stories that resonate are larger than products and companies. Consider adding a human element to your brand to create a connection with your community.
4. New Year’s Eve 2011 – 6,939 tps (December 31, 2010) Strategy Takeaway: This is a large global event and very mainstream. People like feeling a part of a big event, so if you can tie social media efforts to holidays or local celebrations in an organic way, you can provide some visibility.
3. Brazil Eliminated from Copa America – 7,166 tps (July 17, 2011) Strategy Takeaway: Soccer (or football) is the world’s most popular sport and Brazil is one of the biggest names in international soccer. Their rabid fans show their support in a loss, but this volume was likely based on the unbelievability of it. Keep an eye out for big stories that don’t go the way of expectations. Controversy also drives more engagement, so if you’re an advocate of the opposing side, consider sharing that point of view.
2. Japan Beats US in Women’s World Cup – 7,196 tps (July 17, 2011) Strategy Takeaway: This happened the same day as the Brazil event, but it was even bigger. This was an underdog story with a huge human element. It wasn’t just that Japan beat the favored US women’s team, but they were carrying a whole nation on their back following the devastating earthquake. Underdog, sports, unexpected outcome and humanitarian story are a powerful combination. Incorporate storytelling into your social media approach and share your experiences to intrigue your audience.
1. Beyonce Baby Bump on Video Music Awards – 8,868 tps (August 28, 2011) Strategy Takeaway: When singer Beyonce revealed that she was pregnant on MTV’s Video Music Awards show, Twitter went crazy. There are lots of takeaways about television, music and demographics, but here’s the biggest one: It’s about the second and third screens. Keep in mind that this was almost 9,000 tweets per second. That means when Beyonce revealed her baby bump, people tweeted. Immediately. They didn’t have to go to the other room and log on to a computer. They did it from their laptop, smartphone or tablet while watching TV. People always have their devices and can always respond and engage.
Businesses need to understand that their customers are always looking at their phones and compelling information can connect at times you might not expect.
Business communicators need to watch for societal trends that are much larger than their companies and industries. Not only are your customers part of the larger world (even global in this case), but they are telling you how they participate in social media by their actions.
Are there other takeaways from the most tweetable moments? Have their been other big moments that helped you learn about engaging and interacting with your customers?
Jeffrey L. Cohen is a well recognized social strategist in the USA and the coauthor of the forthcoming The B2B Social Media Book. You can follow Jeff on Twitter at @jeffreylcohen.
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