I bumped into this bit which hit home:
With the Presidential campaigns in full gear, both President Obama and Mitt Romney have been taking full advantage of promoted tweets. But it was Obama’s perfectly timed tweet that got the most attention. It was a promoted tweet that showed up right when he ended his acceptance speech: “If you’re willing to stand with me, and vote for me, & organize with me, we will finish what we started.” Just as the twittersphere was about to light up with a ton of chatter about how the speech was (both good and bad), his promoted tweet appeared at the top of all those people’s feeds. It was there to be re-tweeted, replied to, favorited, etc. It was pure marketing genius, but only time will tell if it helped sway some undecided voters.
advertisers use:
- Promoted Tweets -- offered on a CPE (Cost-per-Engagement) basis between 20c and $5 -- to Tweet to the most relevant users beyond their core followers
- Promoted accounts -- offered on a CPF (Cost-per-Follow) basis 50c to $5 -- to build up a critical mass of loyal followers
- Promoted Trends – costing an estimated $150,000 per day -- to amplify the conversation about their brand or a topic related to it
I found tips offered in this article written shortly after the introduction of Twitter advertisement very useful.
It says these tools play a complementary role as the key is still true engagement, especially
in PR.
"Twitter has urged, nudged and down-right forced messengers to infuse value into the dialogue, 140 characters at a time. With Twitter now offering an expanded road map for pay-for-play engagement, those entrusted with managing online reputations forget these lessons at their own peril.
While Twitter has matured in its offerings for advertisers, its community’s appreciation of thought leadership and value-oriented dialogue remains the same.
For those brands up to the challenge, ultimately, Twitter’s millions of users may find themselves having even greater affinity for the brands and organizations that put the time, energy and commitment into quality paid advertisements that compliment integrated value-driven dialogue."
I have a lot to explore and learn about Twitter in general and this paid advertisement thing.
Hope to get there and become a savvy user by the end of this course.
Hiedeh
I have a lot to explore and learn about Twitter in general and this paid advertisement thing.
Hope to get there and become a savvy user by the end of this course.
Hiedeh
Playing a complementary role is exactly appropriate for PR. The promoted products of Twitter should not solely be depended on as a vehicle to blast information on the company and what they are doing at the moment. It should be used to get through the clutter of tweets people see on a daily basis and be able to cut through the noise. If used properly, it can be a very powerful tool, just like in your paragraph on how the Obama party used these promoted tweets at the right time.
ReplyDeleteYou're absolutely right - regardless of what the tools are capable of, they won't mean a whole lot to the organization unless they're driven by content. Its starting to sound like a lot of what we're exploring in our course so far (i.e. group discussion in class today on an infographic's five most effective characteristics) has the overall theme of strategically employed, content-driven social media.
ReplyDeleteYou definitely will become savvier Heideh, but that really depends on if you take to twitter as much as you have to FB. Like anything in life really, the more you become familiar with it, the easier (usually) it becomes to understand and value its potential. I absolutely concur, that twitter promotions have a place and can be promoted in a powerful way. The more you have the opportunity to explore this application, the more you will appreciate and understand how this can and will change the way pr practitioners communicate. Great post!
ReplyDelete