By now, most companies understand the importance of a social media presence. That means that the dedicated social media managers/teams are usually hard at work creating and approving content for daily distribution on Twitter. These teams are often separate from the staff in charge of digital display network content, and this divide often means that the two groups may not be aware of how they can work together. In fact, social media content – particularly Twitter – can easily be leveraged strategically across your digital display network.
There are different ways to pull in Twitter content, from your account’s content or from the greater Twitter-sphere. By learning the best ways to propagate content forward, you will have more flexibility in your content strategy without the need to create additional content.
The best place to start is with your own brand’s account. Having the official feed of your brand provides confirmation on both sides of the equation: for viewers to know that it’s official and for content managers to know that nothing unofficial or unapproved will make it into the feed. Larger companies may choose to use product/department specific Twitter accounts, and these will provide greater content depth while still managing the message.
Other options include pulling by external accounts or hashtags. This is particularly useful when appealing to visitors’ brands. Of course, pulling from an external source opens the door to uncontrolled content. The simplest way around this is to use your Favorites as a filter rather than pulling directly from the account or hashtag. By simply Favoriting the ones you want to display, you can integrate external content while avoiding any traps of unmoderated content.
Other moderating features exist. Most content management systems (including the Signet enterprise content manager) will allow for moderation of specified keywords such as curse words, competitor names, or other hateful words that might help filter out negative content.
All of the above methods can help you seamlessly bring a new dimension to your digital display network. The best part? Once you set it up, it is essentially self-sustaining, creating a well-rounded content strategy to every endpoint in your digital display network: the lobby, break rooms, cafeteria, or conference rooms. Using Twitter content can also help gain exposure and followers for your brand and also help the perception of your brand being innovative and active in the social realm. It’s a win-win situation and all you have to do is set it up.