How to Attract Secondary Audiences Through Facebook and Twitter


While preschoolers aren’t the key demographic targeted with social media campaigns, in executing a comprehensive campaign celebrating Sesame Street's 40th anniversary, PR team at Sesame Workshop was able to reach thousands of people who no longer watch the show regularly, but were regular users of social networks. Here’s some insight into making social media work for secondary audiences:

Know your fan base: Clearly, 2-to-4-year-olds are not on Facebook, but other fans were, including moms, college kids who grew up watching the show and parents who grew up watching it that now have their own kids. “We knew that we could get Facebook and Twitter out there for those fans,” says Ellen Lewis, VP of corporate communications for Sesame Workshop.

Reach out to key influencers: Mommy bloggers were a huge viral component for Sesame Workshop’s social media efforts. “They really helped get the word out,” says Lewis.

Stay within your brand: The Sesame Street Twitter account featured five different characters as its voices. By tweeting through the characters rather than a corporate voice, Sesame Workshop delivered messages that resonated with followers.

See complete premium PR News case study.


Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.