Will the Real Tweeters Please Stand Up?It’s been nearly three weeks since Elon Musk officially took over Twitter, and the chaos and controversy have only intensified. Since the platform began charging $8 monthly for account verification, imposters have been popping up all over the app. While some of the fake accounts are all in good fun, others are abusing the power of a blue check, landing some companies in hot water. After a parody account posing as Eli Lilly tweeted that insulin is now free, the pharmaceutical giant’s stock took a tumble. The company also paused all advertising on the platform.
Even before the debacle, keeping your brand ahead of the online conversation was important. But amid the confusion, it’s more crucial than ever to stay on top of chatter. Trolls and impersonators are becoming increasingly difficult to identify and catch in the new Wild West environment of Twitter.
Now more than ever, brands need a strong social listening strategy. Beyond the simple and free measures of Google Alerts and social streams, you can utilize subscription tools like Meltwater, Brandwatch, or Digimind, which allow you to track brand mentions, keywords, topics, and competitors in real-time. Some social media tools like Sprout Social and HubSpot have listening capabilities as well.
In the digital world, time is of the essence. Keeping a close eye on the conversation will ensure you catch any suspicious activity and take swift action when necessary.
TL;DR: Imposters have proliferated on Twitter in the wake of the new paid verification system. Social listening is essential to protect your brand.
What Lit Us Up
Gingerbread House GoalsRun, run as fast as you can. The Pop-Tart house listing is going as fast as it can. (Sort of.)
In preparation for the holiday season, Pop-Tarts and Zillow have teamed up to reinvent the age-old tradition of gingerbread house-making with a good old-fashioned contest. Inspired by the re-release of Gingerbread Pop-Tarts, this duo announced the competition on Zillow by listing a four-bedroom, two-bathroom Gingerbread Lodge.
When consumers click on the listing, they’ll be taken to a landing page with directions about how to create their very own gingerbread house by trading wood for Pop-Tarts and nails for icing. To participate in the contest, (gingerbread) homeowners post their final products on social media, using #GingerbreadPopTartEntry and tagging @poptartus. The winner will get $15,000 to use toward their real rent or mortgage. If you’re looking to avoid the cost of construction materials, a no-purchase necessary clause allows you to submit a digitally- or hand-drawn gingerbread house design.
The contest by this unlikely duo serves as a fun way to garner unique user-generated content for both brands. Photos of the tasty shelters have already started rolling in on social, showing off some inventive designs. The partnership is another example of brands coming together for a feel-good cause that speaks to its audience’s needs (e.g. paying the rent or mortgage amid record-high housing costs) and establishes brand loyalty in the process.
Think outside the box when forming partnerships and consider giving your target audience the opportunity to demonstrate their creativity while promoting your brand.
TL;DR: Pop-Tarts and Zillow teamed up for a cross-promotional campaign this holiday season with a feel-good, nostalgic contest.
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