I live in the Chicago suburbs, and we’re freezing our tailfeathers off tonight as the polar vortex makes another swing through the Midwest. As I write this post, the temperature is -4 F. However, the fun is just starting. We’re going to hit -20 tonight.
At this point, most of us have pretty much had it with the weather, but let’s face it. It is what it is. Complaining will get you nowhere. And nowhere is that sentiment evidenced more clearly than on the #chiberia hashtag on Twitter, where local brands and their fans are not hunkering down. Here are some great examples of timely, topical tweets from local media and brands that are generating positive exposure and conversation on this coldest-of-cold days.
The folks at Crain’s Chicago Business are (wisely) crowd-sourcing photos of the frozen locale, and they’re generating a fantastic (and beautiful) response.
The team at Today’s Chicago Woman magazine know that many potential readers out there are stuck somewhere, and are offering empathy, and a suggestion to alleviate the boredom:
The Sun-Times is dishing secrets for staying warm from TV reporters – specifically, the intrepid souls who do live traffic spots at 4 a.m. on bridges above expressways:
The intrepid souls at Fleet Feet Chicago aren’t letting the cold deter them from encouraging and interacting with their audience. Enjoy those runs, folks, wave as you go by.
The folks at LA Valet services are capitalizing in a very timely way by offering their snow-plowing services under the #chiberia hashtag. It may not be the most interesting tweet, but given the high winds we’ve been having, coupled the copious snow and frigid temperatures, there are probably more than a few people out there who are ready to seek professional help for snow removal.
The lesson here for brands? Stay warm, and stay engaged. Follow trending hashtags, gauge the audience spirit and go with it. The brand tweets I shared are very consistent with the resilient (albeit resigned) tone of the #chiberia tweets. Spirits are pretty positive. Heck, we’re even joking about the Cubs.
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Author Sarah Skerik is PR Newswire’s vice president of content marketing, and is the author of the ebooks Driving Content Discovery and New School Press Release Tactics. Follow her on Twitter at @sarahskerik.