Social Media Marketing: The Bid Is On, To Be The Top Account

Twitter has added a new feature to its Advertising application, called ‘Promoted Account’. This enables businesses to buy a placement within the "Suggestion for you" section located in the right hand panel on a user’s (Twitterer) home page.

Early last month during the AdTech convention, I attended one of the Twitter seminars that referred to their last advertising feature called 'Promoted Tweet'. It was launched early this year in April to allow businesses to broadcast their Tweet to a wider targeted audience. 

The amount of people paying keen attention to the subject of the seminar indicated that twitter’s advertising program held an interest to internet marketers and proved its possibilities to create new opportunities in social media marketing.

Relatively similar to some search engines advertising programs (Google AdWords), it works by placing the promoted tweets at the top of a search results in relevance to the users' search query. There is an additional feature available to all clients giving a choice to pay extra to highlight their promoted tweet as ‘Promoted’.

On the other hand, Twitter’s Promoted Account feature uses an algorithm to establish which ‘Promoted Account’ should appear to which users. For Instance, if a user follows a lot of Xbox-related accounts but not the official Xbox account then this one will appear within the ‘Suggestion for you’ section. 

Twitter further explains on one of their entry blogs, that only one ‘Promoted Account’ will appear per set of suggestions to avoid users being bombarded with other ‘Promoted Accounts’ they are not interested in.

Currently, there is a limited number of businesses featured which is Twitter’s method of testing out their new advertising features and in addition it has not yet been reported if the advertising features can be used by all users including personal accounts.

Twitter has also mentioned that they are testing two potential ad features called ‘Promoted Tweets’ and ‘Promoted Trends’ with a selected number of partners.

Pipon’s perception of Twitter's latest features is that it could prove to be another option for doing paid marketing but on a MicroMedia platform, which is different and more direct when compared to Facebook. It is an ideal method of trying to target a larger audience to engage with.

Social Media Marketing and Social Media Monitoring are services Pipon provide to their clients and they believe it is essential in the overall establishment of a successful internet marketing campaign.