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Vadim Lavrusik Rss

What news sites can learn from marketing campaigns: Previews and social media buzz

Posted on : 09-07-2009 | By : Vadim Lavrusik | In : Online Journalism, Social Media

Tags: , , ,

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Last week I tweeted about winning a Samsung digital camera. I entered into a contest to win a dual LCD Samsung ST550 by tweeting a reply to @tapandtake, a Twitter account started to market the camera and generate buzz by giving 25 free cameras away. I did some digging on the campaign and looking it over and couldn’t find how they chose the winners, but it seems random.

The campaign appears to have started on July 31, 2009 (at least that is when the Facebook Fan Page was launched). Since that time the Facebook Fan page has 2,100 fans and a Twitter account with 2,100 followers. This is a great example of how previewing something before it hits the stores, or the stands could help generate buzz and excitement about a product. To me, that’s pretty impressive. Sure, the marketing campaign is giving away free cameras and so it will attract a lot of followers and fans just based on that, but the fan page is very active. The page is updated regularly and gets lots of comments and reactions from its fans. The Twitter account is the same, getting a lot of retweets and replies as well.

Tap and Take Campaign

The news could learn a thing or two from this. At my college paper, we would post previews of stories to the Web before posting the full thing. What’s interesting is that according to the analytics, the stories with preview posts would generate more views than those without.

It’s simple: with the fast-paced Web the stories were able to get more exposure on the site. But perhaps even more importantly, the same thing could be done with news organizations’ social media accounts. These should be used to interact with the audience, including making them feel valuable by offering them inside sneak peeks perhaps or simply the heads up that a specific story is coming out soon to build interest. This could result in a better return on pageviews. What other ideas could we take from such campaigns? Giving people an incentive to engage certainly helps.

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