Dive summary:
- Both major political parties, as well as many brands, effectively used real time Twitter tactics and the hashtage #STOU in conjunction with the State of the Union address continuing the growing trend of real time social media interaction during major television events.
- The Obama campaign Tweeted quotes from the speech including powerful and playful images that helped to emphasize key points in the State of the Union.
- The Republican rebuttal made a viral splash when Marco Rubio took a drink of Poland Spring water during his speech; commentary on the incident quickly spread, but the Marco Rubio Twitter account saved the day with a funny self deprecating Twitter.
From the article:
"Others have clearly caught on and throughout the night, if you were looking for it, both politicians and brands were hard at work, hoping to capitalize on any big moments of the evening. While a series of organizations from Chevron to Bankrupting America tried to leverage the promoted trend on #SOTU throughout the day, companies like search engine Bing pounced on social moments grabbing the promoted tweet for #TheyDeserveAVote, a powerful moment from the guns portion near the end of Obama's speech."
