David Meerman Scott has extolled the power of newsjacking. Josh Martin, social media manager for Arby's, has proven the power of twitterjacking.
Tuned into the Grammy Awards, Martin was poised with some pre-developed tweets when he noticed online buzz comparing Grammy award winner Pharrell Williams hat to the fast food company's well-known logo.
Quick on his fingertips, Martin tapped this simple tweet – "Hey @Pharrell, can we have our hat back? #GRAMMYs."
Martin's quick-witted addition to the conversation turned into a "great real-time moment," earning 83,000 retweets and was "favorited" 48,000 times.
More important, Williams playfully responded with his own tweet, "Y'all tryna start a roast beef?" which was flashed to the artist's 2.7 million Twitter followers, gaining another 16,988 retweets and 14,195 "favorites" — huge earned exposure for a second-echelon fast food restaurant.
Arby's suddenly was in the conversation over the Grammy's, a conversation carried on largely by the restaurant's key demographic.
A long list of companies has tripped over tweets that were insensitive or out-of-step. But Martin is a social media pro who demonstrated the good sense of what works. He twitterjacked a conversation by following where people had taken the conversation.
"We don't try to force it," Martin told Amy Gesenhues, writing for Marketing Land. "For me, social really starts by listening to our customers and what people are saying about our brand."
Good counsel for companies and organizations already on Twitter and even better counsel for those that aren't, but should be.