How Lifelock is Using Twitter for PR and Marketing

Social networks are firmly embedded in our world. Facebook, Pinterest, LinkedIn and Twitter are how we communicate and share information. They are also how we advertise and promote our products. Lifelock, a company that specializes in identity protection, has embraced social media as a podium for disseminating its PR and marketing. @LifeLock on Twitter is full of interesting stories of people who were victims, examples of how to protect your identity, contests to raise awareness of identity theft, and marketing videos and sponsorships.

Reaching Its Audience

LifeLock has reached out to its core audience through a sponsorship with Late Night with Seth Meyers on NBC. The company had Meyers do a live read with his own comic twist on why you should keep your identity safe and use LifeLock as a tool in your arsenal. In case everyone was not up at 12:35 a.m. to see the bit, LifeLock made sure to share NBC’s video on its Twitter feed.

Another method LifeLock uses to reach its audience through Twitter parties. A Twitter party is a celebration of whatever it is that you have created or have to offer, notes Party Biz Connect. The purpose is to network with people interested in your product or service, answer questions and earn their trust. You can entice them with prizes and partner with organizations whose members can benefit from your offerings. LifeLock partnered with Mommy PR, a woman’s marketing group, for one of its parties to promote its identity theft products with a focus aimed at women and gave away several prizes to those in attendance.


In addition to the partnership with Mommy PR, LifeLock has a plethora of additional partnerships across the country. The company partnered with the National PTA to help students safely use the Internet and make smart decisions in today’s digital world. LifeLock has been retweeting @NationalPTA’s tweets in order to help spread the joint message and promote itself as a concerned business in the community.

Case Studies, Tips and Feedback

LifeLock also uses its Twitter feed to share real-life stories of actual people affected by identity theft. One such story was that of Rafi Kohan, a writer for the New York Observer who had had his identity stolen. Kohan goes into great detail about what happened and the battle and confusion to figure out how it happened and how to clear his name.

Another way LifeLock uses its Twitter feed is to share tips to avoid identity theft. These tips either come directly from LifeLock, or are retweeted from other reliable sources like the Better Business Bureau. The tips can be simple, common sense, or time sensitive, like a new a phishing attempt or a holiday related scam.

The company also use its feed for satisfied customers to say thanks. Nothing resonates stronger with potential customers than positive feedback from peers, especially when it comes with personal stories attached.

Twitter and LifeLock have proven to be a great marketing and PR duo, giving Lifelock the ability to spread the message about safety to its audience while balancing that information with the underlying goal of having their followers use their services.

Written by Ryan Lum

Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+


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