I created the parody account @MittRmoney last January, and it seems Romney’s campaign is finally responding. I noticed the above tweet promoted in my mention stream yesterday when checking TweetDeck, and found the same results on Twitter Search and Twitter’s mobile app. This simply means they added “MittRmoney” to the list of keywords for their promoted tweets campaign. Props.
Never engage a parody account directly. Recognition legitimizes, empowers and emboldens. At the same time, leaving their efforts unchecked can be damaging. Promoting Tweets provides a passive way of adding your presence and push-back. Any message you want stays at the top as those by and about the parody account scroll below. This spending provides necessary muscle and leverage over opponents without lowering yourself to their (in this case my) level.
Parody accounts provide a great opportunity for expanding Promoted Tweets campaigns. Generally, you should be looking for a large set of specific keywords for advertising. Using a small set of generic keywords like #tcot or #p2 means higher costs of advertisement and less targeted results. Parodies do the work of finding the right people for you. Further, Twitter’s Promoted Tweets function on a cost-per-engagement basis, and like Google Ads the price you pay goes up with competitive bidders. Obama and Romney have gotten into bidding wars on #obama2012 and #mitt2012 hashtags driving the price upwards. Chances are nobody else will be bidding on parody accounts, keeping costs low.
If you aren’t promoting tweets already, don’t start just for this. If you have a promoted tweets campaign, simply make a list of relevant accounts and add them to your list of targeted keywords in the back-end dashboard Twitter provides. Need help with your promoted tweets campaign? Contact Us.
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