No one knows their audience like Oprah does. Nobody
They were a late start on social platforms and some people have picked on them for that. But, when you already recognize your audience members faces, why dive into “social” just because it’s new.
It struck me while watching O’s interview with MC Hammer, that until then she really wasn’t “getting” how to use social media. There was a moment in the interview when Hammer says to her (talking about Twitter) “If I were you, I’d just tweet “Watch this show, it’s on OWN right now.“”
Oprah put her hand on his arm, looked deep in his eyes and said, “We are going to talk more after the show.”
MC Hammer has his own social media company helping other companies do social well. She must have listened well.
The first weekend in April the Oprah Winfrey team started doing live tweets during “Behind the Scenes” episodes (#OprahLiveTweet). The first tweet I saw from her that day was something like “Ok, #OprahLiveTweet starts in 10 minutes. If nobody shows up by 9:15, I’m going home.”
The live tweets were a hit! And it’s been growing ever since. Twitter wasn’t new to Oprah. She’s been on Twitter for more than 2 years, but she didn’t really use Twitter. She was just there – with millions of followers.
But nobody is as good at relationships as Oprah. She and her team totally get it. My God, what other brand do you know that sent their 300 biggest fans on a trip to the other side of the world with a friend. Seriously. They get engagement, in spades. Actually, what other brand could TELL you who their 300 biggest fans are and why?
OK, back to their tweeting. Now her team is tweeting up a storm. And while some of it promotes specific shows and OWN (The Oprah Winfrey Network), they get that they have to earn the right to promote to people. Their tweets are natural, conversational and show genuine interest in learning from who ever engages with them.
To write this post I needed help remembering when the live tweets started. I tweeted @SheriSalata, executive producer for The Oprah Winfrey Show to ask. She sent me a note back mentioning one of the other staffers @mayawatson, to help her come up with the date. Simple.
Back to the tweets. Here’s six Live Tweet habits Oprah does well:
- Keep it casual
- Learn from who else is tweeting
- Be helpful
- Recognize people
- Don’t go it alone
- Have a goal – a classic Oprah thing “have an intention.” It works.
I’d love to know if O hired MC Hammer to help her team. @SheriSalata, if you read this, drop me a tweet and let me know :-)
BTW-you should see how they are using email marketing. Killer good. But that’s another post. See you!