By Francesca Toscano, Account Manager / Broadway Enthusiast
“How do you write like you’re running out of time? Write day and night like you’re running out of time.” Broadway legend Lin-Manuel Miranda wrote these lyrics about founding father Alexander Hamilton, the central character he plays in his hit musical Hamilton. However, one might argue Miranda is speaking about himself – on Twitter, that is.
Even if you’re not a musical theatre enthusiast, you’ve probably heard something about Hamilton. Inspired by Ron Chernow’s biography on the ten-dollar founding father, Miranda created a hip-hop and rap-infused masterpiece about the stirring and scandalous life of our nation’s first Secretary of the Treasury. It may sound like a highly unlikely combination, but to call it a success would be a massive understatement. The show recently won a Grammy after being only the eighth Broadway show in history to perform at the awards show, and is posed to sweep the Tony Awards. It has also racked up an impressive stack of celebrity admirers, including Barack Obama, Beyoncé, Kanye West, Jimmy Fallon, Oprah Winfrey and Rosie O’Donnell (who has seen the show 12 times and counting!).
So, one would think someone who wrote the music, lyrics and book for the belle of Broadway, performs 7 times a week, and has regular media appearances would have no time for Twitter, right? That’s where you’re wrong. In addition to lighting up the Great White Way, Manuel rules the social space. To quote his own play, “he’s just non-stop”.
Here are 3 lessons we can learn from the king* of Broadway and the Twitterverse: *Not King George, though… that guy’s the worst.
1) Include Influencer Marketing in Your Social Strategy
Sure, Miranda is the pinnacle of fame in the eyes of a thespian, but he doesn’t have the mass appeal of a movie star (or, you know, the President of the United States). By tagging and including photos on Twitter of celebrities who attend the show, Miranda organically increases his follower count and engagement.
How can you employ influencer marketing on a smaller scale? Unless Beyoncé is strutting through your workplace, it can be a bit trickier to master. By regularly engaging with industry professionals and tagging them across social platforms, they are likely to return the favor, organically increasing the magnitude of your posts.
2) Create Relevant Content For Your Audience
True Hamilton nerds are a quirky bunch, and many were tweeting to Miranda about the “bromance” between him and famous co-star Jonathan Groff. Miranda got the message and began regularly creating social media content centered on their love.
The key takeaway for industry professionals is to understand your audience and create content that they are likely to engage with. See what your demographic is tweeting and posting about, and then create a social strategy that aligns with their interests. Your followers will be more likely to interact with your social posts, further establishing their follower loyalty.
3) Create a Community
When you’ve achieved the insane success of someone like Miranda, it’s all too easy to highlight your accomplishments and ignore the successes of your peers. However, Miranda uses his fame as a platform to support other Broadway shows. Whether he’s congratulating fellow performers on Twitter or creating mash-ups with songs from current Broadway shows on YouTube, he has cultivated a highly inclusive theatre community on social media.
As a professional, a simple way to create a community on social media is to celebrate the work of your coworkers. By congratulating peers, you are not only strengthening workplace bonds, but also inspiring employee advocacy within your organization. Additionally, connecting with other industry professionals across social and starting a friendly dialogue is a great way to network and make valuable connections.
Alexander Hamilton is known for “not throwing away his shot”, so why should you be? Follow Lin Manuel-Miranda’s social media advice and you’ll be, well, revolutionary.