A couple of weeks ago I had the chance to hear Kasper Peter‘s presentation about the EU Tweets of the Week, a creative product by viEUws, an online media organisation providing an analysis of EU policy developments. I found it very interesting to hear what is behind this product which has gained quite some success in the Eurobubble as you can also see from their increase in Twitter followership in the past 3 months.
In my opinion, their success is partly due to their grasp of the “rewarding effect of social media” and because the product goes straight to the point and targets a very specific group of people: professionals in the bubble.
We often discuss about the topic being rewarding on social media. Giving your audience a reason to come back, being engaging, interactive and interested in your content. The EU Tweets of the Week is one of the best example I have seen of the embodiment of this principle. Apart from collecting suggestions under the hashtag #EUtweets, the guys behind the scene are also monitoring the entire Brussels twittersphere and choosing the best comments directly related to the most important events happening each week.
“People are trying to be on the tweets of the week” said Kasper, and I agree with him. I can see a trend in trying to be more breaking news and more engaging on key political issues in the Brussels twittersphere. I can’t say that this is because of the EU Tweets of the Week but certainly I can see people interested in trying to “make it there.”
I think the same applies to Jimmy Kimmel‘s Celebrities Read Mean Tweets. The rationale behind this is “be mean to celebrities and you might end up in one of the biggest TV shows in America.”
I understand in the (Euro)bubble the rationale is a bit more limited, like “talk cleverly about EU policy making and you might make it to a moderately viewed Vimeo-hosted 3 minutes show targeting exclusively a limited circle of professionals” but hey, that’s actually what all we want in the bubble.
Keep up the good work.