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Social Media Advertising on Twitter

Posted on Dec 15th, 2010
Written by Lee Odden
In this article

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    twitter advertisingAdvertising is Dead. SEO is Dead.

    The list of provocative linkbait goes on and on but savvy practitioners realize that few things just die out. They change. Like advertising.

    Traditional ad dollars are most certainly moving to digital and as companies look for more ways to take advantage of technology to better connect with customers, social media is becoming the new internet.

    Advertising as part of the social experience vs. being interruptive combined with the ability to measure brings many opportunities for businesses to grow their reach, brand influence and ability to engage.

    Our post about social media advertising yesterday was well placed with Twitter’s move to make buying ads there easier. Below is a roundup of tips and resources for learning more about advertising on Twitter.

    Twitter Advertising

    Twitter: Probably one of the shiniest of social media objects the past year, Twitter has 175 million registered users with 95M tweets are written per day. According to a post by Danny Sullivan, Twitter Does 19 Billion Searches Per Month, Beating Yahoo & Bing.

    Promoted Tweets

    Testing “Promoted Tweets” has given way to a mix of 3 advertising options on Twitter as of yesterday: Promoted Tweets, Promoted Trends and Promoted Accounts. Each advertising option on Twitter offers a Dashboard plus there’s a Timeline of Activity view. Budgets you can pick from on the inquiry form range from under $10k to over $100k per month so this is not a small business offering per se.

    Twitter Advertising Dashboard


    To learn more about how involvement on Twitter might work for your company, check out the case studies from Best Buy, jetBlue and others.

    Since Twitter just launched a form for Advertising inquiries yesterday, there are no ad specific best practices, but you can get more info here: Information for Advertisers.

    In the meantime, here are general Twitter best practices:

    1. Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!
    2. Listen. Regularly monitor the comments about your company, brand, and products.
    3. Ask. Ask questions of your followers to glean valuable insights and show that you are listening.
    4. Respond. Respond to compliments and feedback in real time
    5. Reward. Tweet updates about special offers, discounts and time-sensitive deals.
    6. Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business.
    7. Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.
    8. Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community?

    It’s early days for details on Twitter Advertising resources, so check out this popular post on 5 Steps to Build a Twitter Marketing Strategy and this piece on Mashable by Dallas Lawrence: How Companies Should Approach the New Twitter Advertising Model.

    To show Twitter you’re interested in starting with their advertising offering, visit the form.

    Due to Twitter’s rollout of the Advertising options last night, I made this a dedicated post to Twitter Advertising.