Social media is where fans go to congregate, connect and talk about their passion.
One of the most fervent fanbases out there in the digital world belongs to Harry Potter and its creator J.K. Rowling.
Not only do fans of the book series and movies have high social media activity, Rowling uses Twitter to engage entice and intrigue her fans.
Rowling might have outdone herself recently with a recent tweet that sent her fans into a frenzy. The best part of it was that she was constantly at the forefront of the chatter.
After a few weeks of Twitter silence, Rowling tweeted to her four million followers, “Cry, foe! Run amok! Fa awry! My wand won’t tolerate this nonsense”.
The next 24 hours proved to be insane as the tweet was retweeted over 15,000 times.
Harry Potter fans discussed the meaning of the tweet ad nauseam. Was it a riddle? Was it an anagram?
One intrepid fan deciphered the tweet, and Rowling revealed it was related to Newt Scamanader, the author of the textbook featured in the Harry Potter novels. She is working on a screenplay for a film based on the series, Fantastic Beasts and Where to Find Them.
Looking at the fan activity and the hysteria, it’s an understatement to say that Rowling nailed it. There are lessons that very brand can learn from what the popular author does online, especially on Twitter.
It’s fun to see how Rowling plays into her fans and doesn’t just use her account to promote her work. She finds creative ways to engage her audience, while making them feel part of the narrative. Needless to say, it’s not easy making four million people feel included in anything.
Rowling is a case study in how to leverage social media and connect with your fans. Any brand that wants to follow best practice should be paying attention.