Can’t Tweet This: The MC Hammer Approach to Twitter Marketing

By on January 19, 2011

MC Hammer is the world’s most famous ‘one hit wonder’ with his unspeakably popular song “Can’t Touch This.” He is also famous for losing his entire fortune, resigning from the music industry and becoming a preacher.

Can't Tweet This MC Hammer

Courtesy of reportageonline.com

So why does MC Hammer have more Twitter followers than Jay-Z and Kanye West, both two very popular rappers? His Twitter feed as of today is 1,999,750 strong. How did he do it?

Everyone Knows His Name

The one thing that MC Hammer had going for him was his famous name. Who hasn’t heard of him? He used this name-fame to capitalize on a fresh and new Twitter market.

Hammer already had thousands of fans on Twitter before any of the bigger stars were told to use the platform. He got in early, and he did it right. The first thing we can learn from Hammer is that he turned a little fame into a large community. If he can do it – anyone can stimulate a sizable community from a little promotion.

Maintaining an Incredible Fan Base

MC Hammer is not the only person using his Twitter account. Celebritytweet reports that he sends out a whopping 15 tweets a day, to maintain his relevance in the Twitter community.

While 15 tweets a day for a marketer is pure spam, for a celebrity with a huge fan base – it’s perfectly acceptable. People want to hear what he has to say. This is because he’s a real person, he’s interesting, and he actually has something to say.

For businesses looking to maintain a large Twitter fan base, you need a mascot or a front-man (or woman) to keep the public interest alive. Without it, you won’t get that priceless interaction that leads to lucrative sales.

MC Hammer knows that the more time he (and his social media manager) spends on his Twitter community, the more he can leverage his influence on the platform. This translates into sold tickets, or actual hype generated from his feed for an appearance, TV show or concert.

Interaction on a Ridiculous Level

One of the reasons MC Hammer still has more Twitter followers than most celebrities is because he replies to almost all the messages he gets. With a whopping 97% reply rate, his feed is always engaging, interacting and addressing. The more lifeless feeds of rappers like Jay-Z, have a total reply rate of 0%.

The difference is, 1,203,283 people prefer an active feed. That’s why to stay relevant, MC Hammer suggests that you reply to as many messages as you can – or you’ll lose followers.

Diversity is Key

One of the great things about MC Hammer’s Twitter feed is that he uses all the tools that Twitter provides to stimulate his community. He hashtags relevant words, he @ replies to people that comment on what he says.

And he has a 130% link posting ratio, which means he isn’t afraid to promote and share information. By diversifying his Twitter feed with all the functionality it deserves, he keeps his community engaged and active. We can learn a lot from his feed – check it out here!

Are there other celebrities getting it right?
Mention them below, and let’s see what we can learn from them!

About John Souza

John Souza is founder and chief strategist of SMMU and Social Media Impact, and is a bestselling business author. He won the 2011 Tech Marketing Awards ‘Social Media Marketer of the Year’ and most recently the About.com Reader’s Choice Award for Best Online Education Site. John has appeared on The Michael Gerber Show, and his business has been honored at the Mashable Awards, Forbes Business Awards and The Stevie Awards.
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