Social Media Marketing

This week on Twitter kicked off with the Women's World Cup, around which Nike had the most engagement. Shark Week and two food related holidays inspired other notable brand Tweets.

Defeating Japan for the title, the U.S. women's soccer team dominated both the World Cup and Twitter on Sunday. In the six hours following the game, there were 2.8 million Tweets about the World Cup and the American women, particularly captain Carli Lloyd, many of which came from brands.

According to Amobee Brand Intelligence, the majority of the brands generating the most Twitter engagement were sponsors, such as Nike, Adidas, Coca-Cola and Budweiser, though non-sponsor Visa also cracked the top five. Still, Nike was the clear winner. With its #NoMaybes hashtag and video, which garnered more than 20,000 favorites and retweets, Nike was 121 percent more associated with the World Cup than Adidas, despite the latter being on the official game ball.

Another big event that translated to Twitter this week was the Discovery Channel's 28th annual Shark Week, the hashtag for which has received 1.9 million engagements, according to social intelligence company Talkwalker. Many brands came off as uninspired bandwagon-jumpers, but Claire's Accessories leveraged Shark Week's popularity with a timely Tweet promoting new phone cases inspired by the (left, obviously) shark from Katy Perry's Super Bowl halftime show.

Other Shark Week (Read more...) were sponsor Volkswagen, which used Tweets comparing sharks to cars in order to drive users to an experience-driven website, and Malibu Rum, which inspired at least one ClickZ reporter to Google "how to make shark out of a watermelon."

This week marked both National Fried Chicken and National Chocolate Days. Naturally, brands like KFC and Dunkin Donuts tweeted about their respective holidays.

Brands who tweeted about chicken and chocolate don't necessarily have anything to do with either. But while Refinery29's nod to both National Fried Chicken Day and Shark Week was funny, Whole Foods' Tweet about the former made little sense, given the brand's healthy image.

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