THE shorty awards entry period is now closed. finalists will be announced in march.

13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

From the 11th Annual Shorty Awards

@GoldmanSachs Twitter Presence

Entered in Twitter Presence

About this entry

The current media landscape is rapidly evolving and the demand for substantive ongoing dialogue between brands and their target audience has become commonplace. Our approach on Twitter is to reach our audience where they are spending time, in unexpected ways. While many brands aim to merely keep up with the new pace of connectivity, our goal on the @GoldmanSachs Twitter account is different—to enter into the "Twittersphere" and lead with ideas worth sharing.

Because of our global footprint and internal expertise, we're able to contribute a credible voice on a variety of topics that impact the world. We can provide content that users are interested in, and we are in a position to offer materials that can help them understand the broader global economic landscape. It is our team's role to extract the thinking of this firm and make it digestible across social media, and nowhere is that more pertinent than on Twitter.

We leverage the @GoldmanSachs handle for everything from announcing our quarterly earnings and reporting on cutting-edge trends in the technology landscape to providing thoughtful perspectives on the clean energy landscape. By joining and leading these relevant conversations, utilizing various platform formats and leveraging platform data and targeting capabilities, we've succeeded in our goal of launching a 24/7 hub of innovation and information users can rely on as a constant source for best-in-class ideas and perspectives.

Why does this entry deserve to win?

To be a leading voice in the financial space and beyond, we focus on pushing out a variety of thought-provoking content on a constant and real-time basis.

Much of our success as a thought leader shines through our diverse range of recurring series. For example, in our popular Talks at GS program, we convene the world's top thinkers to share insights and ideas shaping the world. From Christy Turlington to Malcolm Gladwell, we invite leaders across a variety of industries and backgrounds to engage our brand.

For client-focused insights, we created The Long and Short of It, a video series where our analysts break down what's behind the biggest trends in areas such as artificial intelligence, music streaming and genomic medicine. Through our podcast, Exchanges at Goldman Sachs, our audience learns about developments shaping markets, industries, and the global economy from people across the firm. For this podcast, we leverage Twitter's device targeting capabilities to drive our audience to the episode on their device's podcast platform.

For all of these series, we tailor this long-form content to our Twitter target audience by cutting videos into 1-3 minute highlight clips and uploading them using Twitter's native video player so users can consume this content seamlessly in their news feed. We accompany these episodes with strategic copy, timely hashtags and relevant brand mentions so our audience can consume this content in their natural platform behavior.

On a given day, we publish anywhere from 3-8 organic tweets on our corporate handle. While the majority of our posts are scheduled in advance, we also function in a newsroom fashion, adjusting, sharing and broadcasting content in real time. Through our various thought-leadership series, breaking news announcements and posts revolving around timely moments, we're able to space out our daily content, so our stream remains relevant, timely and compelling.

Though we heavily lean into video to drive engagement, we leverage all of Twitter's formats and features to ensure our content is dynamic and native to the platform. As early adopters of Twitter polls, we've learned how direct engagement not only creates meaningful connections with our followers, but also provides important information to them based on their interests. Through retweeting, we showcase the outside reception of our work and our brand, while staying engaged in timely discussions. Our conversational ad units encourage users to spread our message to their own followers and our website cards help drive users to our website. We leverage Twitter Moments to give users a holistic view into some of the firm's major events, and our utilization of hashtags and brand mentions magnifies our reach while connecting us to the larger conversation.

We determine our Twitter audience's interests based on their platform behavior, and we leverage that data to identify content that they would find valuable and interesting. This information helps us get relevant content in front of a highly engaged audience. We constantly monitor emerging product updates and partners and seek to position our handle at the forefront of innovation on Twitter.

Results

In 2018 alone, @GoldmanSachs earned 52K new followers—an 8% increase from the year prior. Aiming to be a 24/7 hub of information, we've tweeted 1.3K times this past year garnering a total of 29.4M impressions, 1M videos views and 75K engagements. In addition to organic promotion, our 6K paid tweets prompted a whopping 1.3B impressions, 312M video views and 603K engagements.

Media

Produced by

Forsman & Bodenfors, The Media Kitchen, Attention Global, Goldman Sachs

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

shorty awards finalists will be announced in mid-march!