Twitter campaign grew Frank’s networks

During 25 working days in September-October 2011 Frank Communications shared in Twitter 25 facts about social media use in Finnish work life. The facts were based on the results of the research conducted by Prewise and Frank Communications in the summer of 2011 and they were published both in Finnish and in English.

The Twitter campaign is a part of Frank’s wider marketing communications and social media strategy. – We want to actively try different ways of benefiting from social media channels and to follow what kinds of results different actions will produce, Frank Communications’ managing director Kaisa Hernberg tells.

The choice of Twitter was affected by the fact that the channel offers the possibility to publish compact comments and pieces of information which are also easy to share on. – The problem, however, is often the shallowness and fragmentation. With the series of 25 tips we were able to benefit from Twitter’s strengths but also to create a continuum and a good reason to follow our tweets, Hernberg states.

The group of Frank’s followers in Twitter has grown by more than a third after the first fact tweets, thus the campaign has been very successful and grown the number of people who are interested in Frank. – This is a one good way to collect sales leads from the social media channels, Hernberg says.

All the Finnish and English facts are gathered also in Storify where stories using social media contents like tweets, videos and photos can be assembled. – Gathered in Storify the 25 facts became a clear whole which can be exploited for a longer time than individual tweets—and be shared on in social media channels, Hernberg says.