Gary Vaynerchuk's framework, from Jab, Jab, Jab, Right Hook, pp. 173 to 232.
Track the trends
Set Twitter to follow worldwide, national or regional trends and check Google Trends for the broader population.
Find the unexpected link
Look for a non-obvious connection between the trend and your brand, such as the number seven for a 30 Rock finale.
Add your own context
Make your content the context you use to tell your story in your brand voice.
Use a distinct hashtag
Pick tags you can own and that feel native to your brand.
Promote if it fits
Buy a promoted tweet only when the trend matches your brand and community.
From chapter: Round 4: Listen Well on Twitter, pp. 173–232
Twitter rewards listening and giving rather than asking and taking, and most brands use it as a link dump or a place to brag. Context matters more than content here, so the job is to spin news in your own voice, search for conversations and ride trends and hashtags with unexpected angles. Promoted tweets are cheap and small businesses can win through speed and humanity. Case studies praise Taco Bell, Chubbies and Netflix and pick apart Lacoste, Holiday Inn and AMC.
