Real World Example – Publicity Driven Through Social Media
Publicity events driven through social media can garner quick – and vast – attention. Using Twitter, COOP Ale Works, a craft brewery, generated double the expected attendees and priceless public relations for a new product release event.
To fuel anticipation and enthusiasm for a new batch of beer release, one of the brewery’s founders began to share, via Twitter, updates and pictures of the organization’s progress. Tweets were kept vague to build suspense, such as “we’ve got something really cool in store for you…details to follow.” Or, “we won’t announce the location of the event until the day of. Keep following.” The owner set up his own Twitter account, as well as one for the brewery, expecting 50-60 fellow tweeps to attend. Instead, more than 130 were in attendance at the height of the party – with turnout including a mixed audience of young and old, to suits and ties and t-shirts and jeans.
Lessons Learned
Don’t just promote – engage. Make small announcements and allow others to get involved by sharing and passing along their excitement. This will help to extend reach and form an alliance of followers.
Build suspense. Offer bits and pieces of information and keep a few secrets to pique curiosity and generate more buzz.
Stake your claim. If something works, make it your own. Build followers and establish similar programs for loyal and new customers to buzz about and enjoy.