Advertising
on Twitter
The information “more-super“
highway
One ant is dumb, a colony of ants is smart, and unlike the
Borg from Star Trek they are not commanded or directed by an “all knowing”
queen, or central brain. In fact the
intelligence is created by the conglomerate of individuals working together,
and sharing individual information to create the hive mind. I have watched the social media sphere to see
if this is the new level of intelligence.
When intelligent beings create a hive mind you create something
hyper-awesome. Of course to understand
it you need a way to sit above all the noise and parse the data into useable
information.
Twitter is my best hope for knowing what everyone else knows
in series. With 200 million active users
producing 340 million “Tweets”1 it still has only 2.88% of the world
population 6,973,738,433. Obviously Twitter is a long way from being
the hive mind of the world. Of course if
you are focusing on the United States they have a total user base of over 140
million users (active and inactive) 2. The US Twitter user base has an average age of
37.3 years old and is mostly women (60%) 3. As business is my focus in learning this
particular information. How can I use
this social hive, and its demographic to further my good/or evil business
purposes?
How would I advertise
using Twitter?
There
are three methods to advertising on Twitter.
First promoted accounts, this would be helpful to create a large
following for your company or business so that you can give them “information”
about what your company is doing. Promoted
accounts puts your name at the top of the “who to follow” section and
recommends people to follow you. Keeping
them engaged is then up to you. Using the
demographics within Twitter campaigns can be geo-targeted to people within a
certain area.1
The
second advertising method is promoted tweets.
There are multiple options to utilize this feature. When someone is searching Twitter your
promoted tweet could be at the top of the search list. This seems similar to Google’s approach. You can also target specific individuals such
as: your followers, people like your followers, people using a specific mobile devise
platform, or geographical location.
Priced at a cost per engagement (CPE) you only pay when someone clicks,
retweets or replies.1
The
third way to advertise is promoted trends.
This is a way to make the new popular trend that everyone is talking
about link to your brand. It helps you
build massive brand awareness by association to the trend. This is still in beta, and not available to
all users.
How’s your advertising
working?
TwitterAnalytics is available to all advertisers and allows you to check in real time
the impressions, retweets, clicks and replies through the inbox dashboard. You can check the timeline to see the history
of your tweets and see the success of getting eyeballs to your ad. Then you can create your own demographic
information to see who your particular followers are and who they are following
and what they are interested in, their geography, gender, and engagement. You can find the users who are most
influential in adding value to your ad campaign and target them even more
specifically.1
Advertising
with Twitter gives you a very high degree of specificity when targeting your
audience, there is little guesswork in knowing who specifically likes your
product. Twitter does well at targeting
those who already follow you and if you can influence their network of friends
to follow you also, you have succeeded. It
is now up to you to be clever enough to keep your customers/audience happy and
to entice them to give you their money.
sources:
- https://business.twitter.com/en/basics/what-is-twitter/
- http://semiocast.com/publications/2012_07_30_Twitter_reaches_half_a_billion_accounts_140m_in_the_US
- http://royal.pingdom.com/wp-content/uploads/2012/08/social-network-age-distribution-580px.jpg
I like the way you put the real question to all of this "How can I use this social hive, and its demographic to further my good/or evil business purposes?". How many people intend to use Twitter to destroy their competitors instead of promoting their corporate agenda?
ReplyDeleteNice post. I wrote about something similar and I agree with a lot of what you said. i am amazed at what companies offer to get people to follow them.
ReplyDelete