Twitter 301: Amp Up Engagement With Hashtags

December 2nd, 2013

Twitter 301: Amp Up Engagement With Hashtags BurrellesLuce Fresh IdeasNovember has been really good to Twitter, with the micro-blogging site making history twice this month, first with the hotly-performing IPO and then with first-of-its-kind live network TV debut on NBC. For PR and marketing professionals who mastered Twitter 201, The Voice just showed everyone how Twitter 301 is done.

In a live TV first, Twitter hit the stage front and center during the Tuesday’s Live Top 12 Elimination episode of The Voice. The 2 million-plus Twitter followers were given a judging chair of their own when the show introduced the Instant Save, the chance to save a performer from being eliminated through tweeting. Now in its fifth season, The Voice has emerged as the example of how live TV is pioneering its interactivity with Twitter. The micro-blogging site evolved from a gathering and opinion-exchange place for the fans to the sole voting power in the live elimination show.

During Tuesday’s live elimination shows, fans tweeted their votes using #VoiceSave to save one of the bottom three finalists.

Fans Asked, NBC Listened

NBC responded to popular demand with the introduction of voting for the three-lowest ranking finalists.  “That kind of last chance to save a favorite is something the audience has been telling us they want, so we’re giving it to them,” said NBC Reality Chief Paul Telegdy.

But the pioneering decision to give that voice to the fans via Twitter catapults the show to the leading position amongst singing and other competition shows that have been expanding their social media interactivity.  “The Voice‘s Instant Save will be the first time Twitter will be used for an actual voting decision during a show,” says Twitter Head of TV Fred Graver. “It is a huge innovation.”

It is the sort of innovation that is very much in line with the advice of Hugh McLeod, a popular advertising executive and widely-read blogger. McLeod famously said that the future of advertising is “kinetic quality.”  And that “The future of brands is interaction, not commodity.”

PR and marketing professionals who are doing social listening and feel their Twitter communities are ready for the next level of interaction should look to The Voice for inspiration to create their own version of Instant Save.

With Instant Save, The Voice changed their Twitter community from spectators to players.  Since then, their Twitter following also grew by 200,000.

What does your Twitter 301 look like? What is your version of The Voice’s Instant Save or Twitter voting?

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