The Complete Guide to Twitter Measurement
Gibson is one of the biggest and most respected brands in the music industry, best known for its legendary Les Paul guitar. This classic instrument is played by rock stars and the fans filling stadiums to see them, too.
Being an avid music lover and rock ‘n’ roll enthusiast in addition to a Market Development Representative here at Simply Measured, I wanted to know how successful Gibson Guitars is on social, so I tracked their Twitter account for the entire summer, from June to the end of August.
Gibson had a great summer on Twitter. They engaged with 32,324 people and accumulated 134,491 in total engagement.
After digging through the data I found three major social marketing lessons that can be applied across many different industries. Hopefully you’ll be able to implement these strategies in your own Twitter plan.
Recognize Stars on Birthdays and Anniversaries
Twitter gives music lovers a chance to engage with content around some of their favorite icons. But which content around these music legends performs best? Recognizing them on their birthday or anniversary of their death.
From the beginning of June to the end of August, Gibson sent out 761 tweets. Six out of their top 10 posts by engagement recognized stars on these important dates.
Top tweets included a shoutout to Rock and Roll Hall of Famer Robert Plant on his birthday, and a tweet on the anniversary of the great Stevie Ray Vaughn’s death.
Cross-Promote Other Handles
Gibson does a great job of displaying its beautiful product in tweets. In content of this nature, they often cross-promote and mention their other handles, @CustomGibson and @GibsonAcoustic.
This is a great way of building awareness for new product offerings or other brands your company owns which might be relevant for your main handle’s audience, whether it be the Ace Frehley 1969 Les Paul…
…or a 70-year-old vintage SJ-200 Acoustic.
Gibson uses these kinds of tweets to driving people to their product webpages and, ultimately, drive new revenue.
Utilize Your Influencers
A major goal for most social marketers is to find ways to expand their reach and impressions and grow your community.
One way Gibson does this is by utilizing influencers like Lenny Kravitz, The Smashing Pumpkins, and Randy Jackson in a variety of ways.
One great way to utilize an influencer is to promote your product in action. Here’s a great professional shot from a Les Paul in concert, tweeted out by Lenny Kravitz.
This a great way of promoting your brand and building credibility with your audience. You don’t have to use professional photos to generate engagement from influencers, however. Sometimes behind-the-scenes action shots can be even more successful.
For example here’s a great tweet of Jeff Schroeder, lead guitarist of the Smashing Pumpkins, getting his Gibson ready for the show.
Another way to utilize an influencer is to bring you influencer in house and/or promote an event to build a positive image around your brand.
Here’s a great post where Gibson brought Randy Jackson into the Gibson showroom promoting the TJ Martell Foundation, a non-profit organization that supports leukemia, cancer, and AIDS research.
There’s a lot more to be learned about influencer marketing on social, and leveraging the well-followed folks organically talking about your brand.
Gibson is just one of many brands using cool and creative tactics on social, but the lessons I learned from them have applications across many industries. I always recommend that other marketers choose a handful of brands to follow for inspiration towards developing better-performing content.
Want to know more about how Twitter users interact with major brands on Twitter? Check out our analysis of nearly a million Twitter users, which found significant overlap between top brand audiences. Are your followers also following your competitors?