Exhibit 21.4 Oreo wins Super Bowl — capitalizing on a power outage, it reminds consumers it’s Oreo dunking time.
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Exhibit 21.5 KitKat’s #bendgate.
Focus: Twitter’s defining feature is its character limit
of 280, so it is essential to focus on a single message and include only the most relevant image,
hashtag, and call-to-action. Avoid adding unnecessary elements that can distract followers.
Hashtag: Use hashtags to categorize topics, ensuring that
conversations are easily found by users searching for them.
Connect with What’s Happening/Latch onto “Trends” Connect
with What’s Happening/Latch onto “Trends” Joining trending discussions or capturing the moment, as
illustrated by Oreo’s Super Bowl tweet and KitKat’s #bendgate tweet (exhibits 21.4 and 21. 5), are great ways to attract attention.
Creativity: Entertainment, and interesting and remarkable
content are key to success. The use of creativity at an opportune trending moment, such as Oreo and
KitKat’s tweets, can capture eyeballs.
Create a Sense of Urgency: Twitter’s spontaneity evokes
action. For example, including “offer ends in 24 hours” can create a sense of urgency.
Go Visual: Tweets with images and videos have much higher
engagement rates than those containing only text, so consider adding visuals to your tweets.
