Twitter’s announcement that it is entering the world of advertising media has really lit up the eyes of marketers. There’s a good reason why it should, since 65 percent of Fortune Global 100 companies are using the micro-blogging service already.
Still, there’s some difficultly in getting consumers to engage with advertising in social media. However, Twitter has remained transparent about these moves to its userbase (unlike Facebook). It is also likely that some other measures will have to be put in to engage with consumers to really move the dial. Finally, the ads should be configured to have true value on the service.
“The clear challenge for marketers is to avoid the siren s song of instant Twitter ROI soon to be peddled by many in the online sales business,” writes Dallas Lawrence. “The temptation to drop earned affinity efforts – which have come to define corporate stakeholder engagement during the platform s meteoric rise – in favor of a promoted tweets only approach ought to be resisted at all costs. 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,” concludes Lawrence.
Source: Mashable
