With Twitter in the midst of a new product push that includes the introduction of a native videotool, all eyes are on the site to see whether it’s a “sustainable business.” One thing is certain: it remains the place to go to measure consumer sentiment and zeitgeist in response to major events. After Sunday’s Academy Awards, the media once again took the pulse of viewers by analyzing the tweetstorms that swept across the platform. “What’s the trick to watching the Oscars without a) falling asleep, b) napping or c) resting your eyes for a bit?” asked The Guardian. “It’s following the action, or often lack of, via Twitter.”
Brands want to be a part of that conversation, and this year we saw them employ a number of attention-seeking strategies — some more effectively than others. There’s much to learn from these Twitter marketing hits and misses.
