This Week in Social: Super Bowl Hashtags, Twitter Purchases Bluefin, Twitter Redesigns App, Oreo Win With Super Bowl Tweet

ThisWeekSocial

By Rob McNair

Super Bowl Ad Related Hashtags Used 300k Times

We all knew it was going to be the most successful Super Bowl EVER, especially from a Twitter perspective on the ad front. The company has since published a blog post quantifying some of the ad-related activity that it saw.

Twitter announced that of the 52 national ads than ran during the game, 50 percent included hashtags and those ad-related hastags were mentioned over 300,000 times, and increase of 273% from last year. The blog, which outlines the most poluar hashtags found that the most tweeted was #Clydesdales, which Budweiser included in an ad that asked viewers to use the hashtag to help name a baby horse. It was mentioned 58,000 times during the game, and surprisingly resulted in 60,000 names suggestions.

Twitter Purchases Bluefin Labs To Boost TV Analytics

It was reported that Twitter has had it’s biggest acquisition to date, wiping the floor with Tweetdeck, with the deal to buy social TV analytics firm Bluefin Labs. There is no exact amount on how much Twitter actually paid but industry speculation is that they’re paying $70m (£44m). This speculation has been based on other acquisitions that have been made over its four year life.

The measurement of social media conversions about TV would help drive Twitter forward and claims to be able to quantify audience engagement in the same way Nielsen quantifies ratings audience viewership of TV. Twitter will be able to use the data to dig out to sell to agencies and brands looking for insight in how they are performing in social media.

Twitter Redesigns iOS & Android App

On Wednesday, Twitter announced a much-needed update to its search product, which will be available on mobile decide: iOS, Android and the mobile web. The company boasts that the update will help you find relevant tweets, trends and people to follow in a single stream.

These changes are to make users engage more on Twitter, whether they’re heavy sharers or not. Twitter has said in the past that you don’t have to tweet to use Twitter, you can use it for a stalking purposes (ok they didn’t say that last part). However it’s true that you don’t have to tweet to use it, but if people find things that interest them, they’re likely to engage a little more. Here’s a full breakdown of the changes:

Discover: Now all the content in Discover — Tweets, Activity, Trends and suggestions of accounts to follow — appears in a single stream, on both iPhone and Android. You can also dive into Activity and Trends from new previews at the top of the Discover tab.

Search: Search results now surface the most relevant mix of Tweets, photos, and accounts, all in one stream (similar to the stream in Discover). We’ve also added a new search button to Twitter for iPhone, letting you search from anywhere within the app. (This button was already available in the Android and iPad apps.) Look for the magnifying glass icon next to the button you use to compose a Tweet.

Connect: To provide a simpler experience in the Connect tab, the default view is now Interactions, which shows you new followers, retweets and mentions. If you prefer to view only your mentions in Connect, you can adjust the default in settings – find the “Connect tab” option and select “Mentions only”.

Links: Click a URL in a Tweet to go directly to that website from any timeline and get to content highlighted on Twitter faster. (Previously, when you tapped any part of a Tweet, it would first expand and then a second click was required to get to the website.)

Another great feature is you’re now able to click on any link without extra tapping. This is a great step for efficiency and leaves you with more taps for your cat images. Eventually Twitter will start to learn about our tendencies, including who we interact with most. For example, if you tend to open a tweet from the same user, especially with a photo, it’ll start opening them automatically!

Oreo Win Super Bowl Tweet 


When the Superdome went dark on Sunday night, Twitter lit up with the clever craks about Bane, Beyonce, Clint Eastwood & even Downton Abbey but as we’ve become accustomed to on social Oreo stole the show with “Dunk in the dark” clever, eh?  It may have been so simple and showed competence but it took the Twitter-sphere by storm. The Oreo graphic was “designed, captioned and approved within minutes,” according to Sarah Hofstetter (President of 360i, Oreo’s digital agency). Oreo wasn’t the only company to jump on the blackout – Tide, Audi & Volkswagen all managed to post relevant content, which did get them praise from the press but they were all playing second fiddle the cookie company.


This post was written by Rob McNair

Rob has experience advising some of the worlds most iconic brands. He thrives on helping improving social media knowledge within organisations with the ultimate goal of making theirs brands more social, transparent and accountable.


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