A month has passed since Twitter announced Promoted Tweets. The earth is still spinning.
Since the announcement there has been few earthquakes in the Twitter community, or within the online marketing ecosystem. The new ad platform offers brands a chance to appear within users search results. The most interesting implication of this new platform is the ability for individuals and organisations to create Tweets that don’t just disappear within the natural rhythm of Twitter. This could be a great opportunity for organisations to improve customer retention, by capturing customers with offers when looking for similar services or even competitors. Remember, one of the best uses of Social Media is for customer loyalty, or to help drive customer retention. The easiest and most effective method is to provide a customer experience that people want to talk, tweet and tell others about.
Augie Ray over at Forrestor provides a great summary of what Promoted Tweets mean for brands, the community and the potential pitfalls for organisations:
“While Promoted Tweets seem good for Twitter, people and brands, it’s important marketers understand the uses and limitations of Twitter’s ad program. This may be paid media, but it is a few drops of paid media in a sea of earned media. Done right, Promoted Tweets will spark engagement and influence; done wrong, the paid media will fail to resonate and quickly disappear; donereally wrong, Promoted Tweets could create negative reaction, causing more harm than good.”
I’m looking forward to seeing Promoted Tweets develop, and see how different organisations embrace the new advertising platform. I’d love to hear your thoughts in the comments below.
