Election Tests Sponsored Twitter Post Strategy

By Jason Boog 

The Washington Post used Twitter’s sponsored post program to dominate the #Election hashtag today. The newspaper’s election day coverage will automatically rise to the top of the Twitter discussion all day.

Here’s more from Poynter Online: “The Post’s sponsorship of the term #Election means that it will appear at the top of the list of Trending Topics on Tuesday. When users click on that topic, one of the Post’s tweets will appear above other tweets with the #Election hashtag — giving the Post prime real estate to promote its coverage and updates. This is the first time a news org has used one of Twitter’s ‘promoted products,’ according to Chloe Sladden, Twitter’s director of media partnerships.”

Publishers (or writers) could easily purchase valuable Twitter real estate the same way. The #NaNoWriMo hashtag would work for a writing handbook or the #WorldSeries hashtag would work for a sports book. What do you think about these sponsored posts?

On the Morning Media Menu today, PRNewser editor Tonya Garcia discussed this Twitter strategy and shared novel promotion tips for National Novel Writing Month participants. Press play below to listen.