In the past couple of years, Twitter chats have become a social media craze, and rightfully so. An engaging tool designed to allow users to share knowledge, find exciting new content, and network among like-minded peers, Twitter chats are increasingly being used to foment meaningful dialogue around key issues across industries.
So how they do work? A Twitter chat is often formed by inviting Twitter users to “meet” online at a pre-determined time to discuss a certain topic, which is identified as a designated hashtag. Users assign this hashtag to each tweet contributed. Usually, a host or moderator will post questions to prompt responses from participants, while encouraging interaction among the group. On theme with the rapid-fire sharing of information so characteristic of Twitter, Twitter chats often last just an hour, but pack a meaningful punch every time.
The benefits of Twitter chats are apparent for creatives, who spend a lot of their time on social media sharing creative content and discussing new trends in their fields. And whether you’re a creative or represent a company, there are numerous benefits to participating in Twitter chats. Just ask Creative Circle: The national creative staffing firm decided to start their Twitter chats in August of 2016, covering topics from personal branding to presentation skills, and engaging both new and current creatives to join their roster for available gigs. After eight rounds of Twitter chats, Creative Circle partnered with Orangenius to create a fresh dynamic and enhance the ongoing conversations about what it takes to run a successful art business and emerge as a creative entrepreneur.
Where the Story Begins…
Orangenius’s CEO, Grace Cho, was linked to Creative Circle’s CMO Adam Bleibtreu through a mutual connection, a local New York recruiter. Upon meeting, it was clear that Orangenius and Creative Circle would form a natural partnership. Orangenius is an online networking platform for the creative community; a place where creatives can manage their career with dynamic portfolios, bios and other asset management tools. Creative Circle is a specialized staffing agency that connects those very people with companies seeking talent on a full-time or freelance basis. Orangenius and Creative Circle decided that their first collaboration together could be a co-branded Twitter chat: Resume 101. The chat would discuss some of the most relevant strategies for getting your resume in shape, a necessary tool if you want to thrive as a creative entrepreneur.
Both companies wanted to provide valuable information and insights through their co-branded Twitter chat to those seeking guidance about their creative careers. Each organization, however, had different goals for their company’s interests in mind. Orangenius saw value in partnering with Creative Circle, an established brand with a large social media following within the creative community. By working with such a brand, Orangenius aimed to grow their social media following in a targeted way, and become known as a resource for the creative community. Creative Circle saw value in partnership as well: to have another unique perspective from a platform providing tips for their creatives, and to develop a meaningful relationship with a long-term partner with similar objectives.
While each company provides different sorts of opportunities for creatives, they both provide content to their audiences to help them obtain valuable guidance on their careers. The co-branded Twitter chat was designed to use that common goal to foster a partnership through active participation and collaboration.
How to engage quickly with followers
The Twitter chat was no joke! Despite having prepared some answers to the Twitter chat questions ahead of time, the thought-provoking participation from followers challenged Orangenius representatives to come up with additional answers in the moment. Orangenius wanted to provide content of real value to those joining the chat, while also doing it in a timely manner! It was definitely a lesson in thinking on our feet.
Tapping into Twitter as its own social media platform
Orangenius had been using Twitter as an after-thought; sharing articles, events, and pictures that the company was initially sharing on other platforms like Instagram and Facebook. This experience taught Orangenius representatives how to respond under pressure, while showcasing the interesting discussion tool Twitter can be for the creative community with a very distinct purpose of its own.
Of course, Orangenius wanted to use the opportunity to promote their platform! The Twitter chat topic, “Resume 101,” was the perfect chance to share Orangenius’s Bio feature, which is a new, dynamic, and customizable approach to the standard resume.
Engaging with a new audience
Creative Circle has been able to engage their audience on social media in the past, but the company knew they needed to take it to the next level. Impacting a new audience of creatives and providing them with cutting-edge tools for their job search, Creative Circle walked away from the Twitter chat having stepped it up for their original followers and having expanded themselves to a new audience.
Appreciating another subject-matter expert
Although Creative Circle considers itself a subject-matter expert when it comes to the job search, having another company with similar expertise weigh in benefited and added value to these chats. Orangenius could offer a unique perspective on the creative resume, and was able to provide Creative Circle’s audience with a new approach. The saying “Two heads are better than one” was demonstrated through this partnership. Creative Circle surpassed our goals of engagement and impressions through this Twitter chat.
Both companies left the experience with a deeper understanding of the value they can provide to our audiences, who are creatives seeking to learn how to advance their careers. Whether that means helping them increase network, expose their personal brand, or give them content that is applicable in their career, both organizations find it very important to serve the creative community through both their core services and related social media initiatives. Ultimately, Twitter chats are a great way to engage new and existing Orangenius and Creative Circle members with relevant, up-to-the-minute tips and advice – and the dialogue sparked in their first round has provided a framework for scores of Twitter chat discussions to come.