One of the main points the essay discussed and concludes is the importance of a cross-media campaign be built for each channel. Rather than just applying the same content over the channels, it needs to be created to integrate. To do this effective over the platforms in-depth specific research into the benefits, current advertising capability, the user experience needs to be considered. The outcome needs to be based on how the consumer engages with each individually, suit the uses to take advantages of these.
Gary Vaynerchuk points -
EXAMPLES OF ADVERTISING CAPABILITIES
Hashtag Campaigns -
Hashatags can be used to group together the theme with common themes, they allow the content to be posted on a collective page. Also have 'trending' tweets, which is the most popular tweet topic are then shared to all users, this promotes the users to join hits conversation. If a campaign can get trending it can get a large number of responses, this should always be the aim of a twitter campaign.
Sponsored Tweets
A sponsored tweet is used over twitter, these are paid for adverts that get places in users feeds. These are very similar to Facebook targeting ads and use the same theory. As with Facebook, this can reflect negatively back to the brand. Due to this, these will not be used as part of this brief. The aim instead should be to get tweets topics trending and a large amount of consumer to tweet using the hashtag.
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