This post will take at look at how Twitter and advertising has integrated and how Films and TV shows can 'twittertise' to the 300+ million Twitter users worldwide. Blue Lite Marketing summarises the integration of Twitter and advertising;
'Through Twitter, companies can make real connections and receive insights into their brand image. Twitter is a micro blogging site that enables people to post up-to-the-second thoughts on just about everything. There are countless ways to utilize this technology, especially if you are a business owner who is beginning to establish their digital image. The direct conversations that occur on Twitter are essential because they are capable of directly influencing consumer purchasing decisions. '
This graphic, taken from this blog post, summaries the main ways in which Twitter can be utilised for advertising purposes. Although it has less users than Facebook, Twitter is still one of the more popular and well used social media websites and well worth the investments of time, money and effort for advertisers.
Similarly to Facebook, films and television shows can have their own official Twitter page for users to follow. Tweets made by the page can be favourited by other Twitter users, which can be used as a good way to gauge to the popularity and interest in the subject of the tweet. They can also be re-tweeted by other Twitter users, for example if Andrew were to re-tweet something tweeted by the official Twitter page of an his favourite television show, then all of Andrew's followers will be able to see the tweet and can in turn then find the show's official Twitter page and chose to follow it themselves.
Live-tweeting is also becoming more common place. This is when social media users will be on Twitter whilst watching, for example, the latest episode of their favourite TV show. As this New York Times article discusses, social media has allowed for social integration over a common interest, such as a television show. Fans living around the globe have the opportunity to see one another's tweets and opinions.
What differentiates the type of advertising publicity that Twitter has to offer from Facebook is the personal touch. Twitter is a popular social media platform for celebrities, many of whom personally post their tweets while some are managed by their PR representatives. Either way, this enables a celebrity to self-promote their latest film, tv show or tv show appearance. This form of advertisement comes free to the film distributor as it in the interest of the celebrity themselves to promote their venture to their own Twitter followers. The amount of followers, aka the size of audience, that a celebrities tweet can reach depends of course upon their popularity. For example a well known and currently popular celebrity such as Robert Downey Jr, whoonly recently joined Twitter, has collected an impressive 1.54 million followers within a month. Already he has been tweeting tidbits for next Avengers film such as behind the scenes photos of the early days of shooting.
There is however controversy surrounding the question of whether or not celebrities should make themselves available on Twitter, and personally I see the logic of both sides of the argument. Big-time star George Clooney has often spoken out against it, seen here in an interview with Esquire Magazine;
Sources and Further ReadingLive-tweeting is also becoming more common place. This is when social media users will be on Twitter whilst watching, for example, the latest episode of their favourite TV show. As this New York Times article discusses, social media has allowed for social integration over a common interest, such as a television show. Fans living around the globe have the opportunity to see one another's tweets and opinions.
' “In a sense, you are in the living room, watching together,” said Jeff Probst, the host of “Survivor,” who used Twitter to talk with fans during the show’s season premiere last Wednesday while flying from New York to Los Angeles. Mr. Probst plans to make such viewing a weekly habit this season.'
What differentiates the type of advertising publicity that Twitter has to offer from Facebook is the personal touch. Twitter is a popular social media platform for celebrities, many of whom personally post their tweets while some are managed by their PR representatives. Either way, this enables a celebrity to self-promote their latest film, tv show or tv show appearance. This form of advertisement comes free to the film distributor as it in the interest of the celebrity themselves to promote their venture to their own Twitter followers. The amount of followers, aka the size of audience, that a celebrities tweet can reach depends of course upon their popularity. For example a well known and currently popular celebrity such as Robert Downey Jr, whoonly recently joined Twitter, has collected an impressive 1.54 million followers within a month. Already he has been tweeting tidbits for next Avengers film such as behind the scenes photos of the early days of shooting.
There is however controversy surrounding the question of whether or not celebrities should make themselves available on Twitter, and personally I see the logic of both sides of the argument. Big-time star George Clooney has often spoken out against it, seen here in an interview with Esquire Magazine;
“If you’re famous, I don’t — for the life of me — I don’t understand why any famous person would ever be on Twitter,” Clooney told the magazine. “Because first of all, the worst thing you can do is make yourself more available, right? Because you’re going to be available to everybody.”
Maintaining the right to a private life is unarguably a fair point to make, as is the point that tweeting something inappropriate could be damaging to career. For those celebrities who have the good sense not to go slagging off one another or making inappropriate statements their presence on social media can only be a positive when it comes to self-promotion and further publicity for a film or television show.
http://www.bluelitemarketing.com/twitter_advertising.html
http://www.thedrum.com/news/2014/04/30/twitters-advertising-revenue-increases-125
http://www.businessinsider.com/george-clooney-doesnt-understand-why-celebrities-use-twitter-2013-11
http://adage.com/article/madisonvine-news/social-media-twitter-makes-breaks-movie-marketing/139444/
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