What started out as a small micro-blogging social media platform has now turned into a popular, influential site that allows you to voice your opinion in 140 characters or less. According to Mark Johnson (2013), “Twitter is much more than just your friend telling you about their day. It has changed the media, politics and business” (p. 1). Many times people even hear about news first on twitter- anything from natural disasters to the death of a celebrity… Its no wonder twitter is changing the face of our social media today. Businesses especially use twitter to spread word about their brand, keep in touch with customers, and reach their target market (Johnson, 2013). Read more at http://socialnomics.net/2013/01/23/the-history-of-twitter/.
Two major audiences that use this social media platform today and have forever changed the face of twitter are politicians and celebrities. If it isn’t already clear, the widespread use of twitter by politicians has become a very common way to get a message across to the public. I mean come on, with the 2016 presidential election about to take place in November, you could log on to twitter right now and see the dozens of tweets sent out a day by nominees Donald Trump and Hillary Clinton. Vann R. Newkirk II (2016) even states, “Fast-forward to 2016: Twitter’s early promise as a political tool has become ingrained as a political reality. A candidate without Twitter is a losing candidate.” http://www.theatlantic.com/politics/archive/2016/03/twitter-politics-last-decade/475131/. One great thing that twitter does is allowing the voice of the people to be heard again when talking about a political campaign.
Celebrities often use twitter to build their brand and further better their own image. By utilizing twitter and its 140 character count, public figures like celebs can reach out to their fans and fill them in on what’s going on in their life. Not only does twitter allow them to build emotional relationships with their followers, but staying relevant via social media is a constant struggle… In a blog titled “How Celebrities Use Twitter to Build Their Brands”, Kathryn Chin says “I hear show business is not easy and so it is important for celebs to maintain their spotlight and stay relevant with their fans.” Not only does twitter allow them to tweet what they’re doing, but posting about their latest fashion trends and famous selfies keeps fans interested. Justin Bieber, who currently has 46 million followers, makes it hard to keep up. http://ampagency.com/blog/how-celebrities-use-twitter-to-build-their-brands/.
A campaign that really stood out to me that used twitter effectively and creatively was the famous soda company Coca Cola. During a Copa America soccer game, fans were encouraged to tweet positive messages about the Argentinean team as they competed in a big game. As live tweets were sent out about the Argentinian players using the designated hashtag, tweets were printed out and launched into the crowd as confetti as the players walked out. Emma Hutchings (2012) writes, “A total of two million of these “papertweetos” filled the game with fan-generated encouragement for the team.” https://www.youtube.com/watch?v=Cw8ScVYQ0PQ. Coca Cola did a great way of utilizing twitter because they got the fans interacting with the players in a current setting. Instead of just having fans send live tweets, they also turned these tweets into live confetti and had it creatively shot out onto the field… And I mean come on, who doesn’t love confetti?