Imagine for a moment that you’re in charge of marketing the English-language version of the international Arabic news network Al Jazeera in this country. Tough gig. You may be considered mainstream media in many parts of the world, but around here, broadcasting al-Qaeda friendly stories doesn’t win you many friends. Fox regularly accuses you of broadcasting beheadings which, while untrue, doesn’t seem particularly unthinkable. Oh, and you’re only available in three cities.
Apparently their social media director Riyaad Minty is leveraging the opportunity presented by their unprecedented coverage of and access to the Egyptian unrest via promoted tweets on Twitter. Using the handle @AJEnglish, he and his team send out news updates and notices about broadcasts to anyone searching topics like #Egypt, #Mubarak, or #Jan25. Like any tweet, these promoted tweets can be both replied to and retweeted , but since Al Jezeera bought those search topics, their tweets appears at the top of search results.
Just another reminder that there are a lot more tools in the workshop these days…
By Dennis Ryan, CCO, Element 79