Are Promoted Tweets a Good Idea?


Last week, the fine folks at Twitter announced that they were going to be offering a “promoted tweet” service, to give advertisers the opportunity to financially promote tweets that support their business needs.

How is this going to affect you?  Well, unless you use the search function on for the terms coffee or Starbucks, you probably won’t see any difference.

FireShot capture #006 - 'Twitter _ Search - coffee' - twitter_com_#search_q=coffee

For now.

If the tests run well, you can expect to see the promoted tweets in the various twitterclients available, generating revenue to those that can help spread the word.

There are a few concepts that the twitter team has included in this project that are a little bit exciting – relevance and resonance.

Relevance being the fact that you should only see the promoted tweets when you are searching for the purchased keyword(s)

Resonance, as defined by the twitter team is a measure of “multiple indicators of engagement such as Retweets, @replies, re-use of hashtags, avatar clicks, hashtag clicks, in-Tweet link clicks, views after Retweet and more.”

So if an ad promoted tweet is not pulling, the resonance score won’t be very high, which will decrease the number of impressions you get.  Sounds good so far – we’ll see how it’s rolled out.

The other interesting idea behind the promoted tweets is the level of interaction your audience will have with it.  The Starbucks tweet above has over 100 retweets – which is the max retweets that twitter will show – but your audience can retweet, respond, and revise your message.  There’s no option  currently available on to edit retweets, but most of the available twitter clients have this feature.  Expect to see a few hijacked ads down the road.

Ads that are off brand, off target, or just “off” are either going to be dropped due to lack of resonance or go viral because of novelty. It’s going to be interesting to see how the twitter community responds to these paid placements.

What do you predict?


Twitter – Communication or Competition?

Are you using Twitter as a business tool to engage with like-minded people in your community, or are you treating it like traditional media, blasting your message out to as many eyes and ears as possible?

Twitter Followers Tshirt

When you first started up with Twitter, you might have been a bit discouraged that there weren’t that many people following you.  Sure, the first few were kinda exciting, but when you got to #10 or #20, it wasn’t  that big of a deal.  You keep seeing local people with 500/1000/5000 or more followers, and you wonder what they are doing to keep the momentum.

With any luck, they are either contributing outstanding content that provides value to those that see it, or they are following a detailed social media strategy – or both.

So, what’s my point?

Let’s take a look at this case.


Here is a situation where the Twerp probably used some tools to autofollow, in hopes of increasing his own followers.  There’s a fair number of tweets, he’s on 60 lists (another post, another time) and he’s followed by 1,048 Tweeple.  But the fact that he is following almost 2x as many people is the concern.  This person is following anyone he can find, with no apparent regard for content.  OK, technically this is my own profile, and I have been experimenting with some Twitter tools.  (It’s not a blatant attempt to get you to follow me…:-) – but this is not an uncommon twitter stat, and it is something you should be aware of as you build your social capital.  Look for folks with more followers than following, and they will probably be worth listening to.

If you are planning on using Twitter to provide your business or enterprise a face in the social networking world, you should consider having a social media strategy.  The first part of this strategy is to ask yourself what you want out of the social media world.  If you are looking for a way to leverage your existing media buy and dump volumes of tweets about yourself, then Twitter probably isn’t going to be that enjoyable for you.  But if you are looking for a tool that can help you engage with your clients, allow you to actually listen to what they have to say and enable you to interact with them in hopes of finding a way to better serve them, then you might find Twitter is the right fit, and your list of followers should continue to grow.  Create a social media goal so you know when you achieve it, and then you can thank your followers for helping you get there.

Does quality trump quantity?  You have to decide which is best for your business; more followers with less engagement, or fewer followers, but a higher level of interest.


4 Awesome Twitter Tools

stwitter tools There are some excellent tools out there to help you become more productive in the social media universe.  What? Productivity in social media??  What a concept.

We’ve touched on some of these tools in previous posts, but today we are going to take a bit of a deeper look at a few of them.

  1. Tweetdeck: A great utility for you to manage all of your social media personas, including Twitter, Facebook, Myspace, and LinkedIn. Manage multiple accounts, and tweet from them all with just one click.  Also available for your smartphone, so you can always be connected.  With multiple search options, you can follow different streams easily.
  2. Hootsuite: Another utility that lets you manage multiple accounts on different SM platforms.  Schedule your tweets to be sent out at specific dates/times – handy if you want to run a timed promotion or automate your self-promotion tweets so.  Like Tweetdeck, you can follow multiple search terms easily, allowing you to listen for topics that are interesting to you.
  3. Tweepler: Analyze and process your followers to get the most value out of your time in the social network.  Why waste time reading useless tweets from spam bots, when you could be engaging with a future partner or client?  Tweepler helps you sort out your followers with a simple interface – Follow or Ignore.
  4. FriendOrFollow?: Do you really need to know who in your list of followers is following you back?  If you can’t sleep at night because you are worried about offending someone by unfollowing them – check here to see if they are even following you anymore.  But Twitter isn’t a game, and just because someone isn’t following you, doesn’t mean that you won’t get value from following them.  Think communication, not competition.

Once you have a strategy and goals for your social media interaction initiative (SMII), try these tools to make your campaign easier, valuable, as well as measurable.

Do you have a social media strategy?


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