Blog

Sponsored Tweet Targeting

Posted November 2, 2010 by admin @ 3:20 pm

twitter marketing

Social networking site Twitter has been running promoted tweets for a while now. These are very similar to the format of Google’s sponsored links on their search results pages in that advertisers pay for places among the scarce available space. Twitter’s platform produces results, but the site decided to step things up a notch via keyword targeting.

Internet marketers are already familiar with the benefits of running highly targeted ads as opposed to random content. After all, it makes a lot more sense to show people ads for products and services that they’ve already expressed an interest in. Twitters new platform combs users’ tweets in search of specific keywords, and then use that information to incorporate tailored tweets onto the timelines on their profile pages. The paid tweets are easily recognizable because they are clearly marked so as to avoid confusion.

The powers that be are taking a cautious approach; only those accessing the site through its third party partner, HootSuite, will be participating in this experiment. The company promises not to unleash the service on everyone unless the test subjects express their approval. The frequency of ad placement will vary by user as well. In other words, people who don’t post about trending topics won’t get bombarded with Justin Bieber tweets simply for discussing music in general.

Kudos to Twitter for exploring marketing opportunities while keeping users actively involved in the process. Perhaps the Twitter team learned from the mistakes of its chief competitor, Facebook. Social media is supposed to foster community interaction, so their business models should reflect this principle. Introducing ads into this type of environment is always tricky, but people should appreciate Twitter’s focus on usability. Still, Twitter’s aiming this service directly at the big guys, such as Starbucks, Red Bull, and Best Buy. No one knows exactly how much the streamline tweets cost, although rumors indicate that they’re around $100,000 apiece. Since Twitter sees itself as a mobile platform, developing an affordable, local alternative for small businesses would be the next logical step.

Filed under: Company Headlines

No Comments »

No comments yet.

RSS feed for comments on this post. TrackBack URL

Leave a comment

Your first campaign is on us

New Accounts get a $100 credit towards your first Cross-Channel Advertising campaign.

Get Started

Contact Us

We can set everything up in minutes

Give us a call and we'll find the right solution for you!

  • Phone: (800) 296-7104
  • Email: info@admedia.com
  • Office: 303 North Glenoaks
    Blvd., Suite 200 Burbank, CA 91502
Connect with Us Contact Us Media Kit

Advertisers

Reach More Customers

AdMedia can set up compelling and targeted campaigns that are proven to grab the attention of users and turn them into paying customers.

Read more

Publishers

Earn Extra Revenue

Add value to your website and earn money at the same time by displaying ads that your visitors actually want to see.

Read more