Benefits of Twitter advertising to a PR campaign – Week 3

Twitter promoted tweetsThis week we had Zack Sandor-Kerr spoke to the class about various social media tools used for connection. He covered Twitter “promoted tweets”, “promoted accounts” and “promoted trends”. This post discusses their potential value to a public relations program.

Twitter promoted-accounts and promoted-tweets

The following You Tube video create by Twitter, does a great job at explaining how the Twitter Promoted products work.

Twitter promoted-trends

Every minute of every day, Twitter hosts viral conversations that reflect some of the hottest topics of the moment. These trends are featured prominently next to a user’s timeline. By promoting a trend you can capture people’s attention and generate conversations about a specific topic or issue while targeting a broad audience, both in the Twitter-verse and beyond.

The power of Twitter

In my research, I came across this video which made me think of Twitter in vastly different light. For those like me who had trouble understanding the power of Twitter, this video does a great job at  explaining in an interesting an creative way, just how powerful of a tool it is in our society and all over the world.

The cost

For “promoted accounts” and “promoted trends”, you only pay when people follow your account or engage with your tweet. You can set the limits on how much you want to spend per day and per follower. However, there’s a catch (isn’t there always a catch?). According to an article in venturebeat.com, these products require advertisers to spend a minimum of $15K over three months.

“Promoted trends” on the other hand have a much higher cost associated. The daily cost is $120K per day for advertisers, which is up significantly from the $25K to $30K it charged in April 2010.

So, if the revenue brought in or potential revenue offsets the costs of Twitter promoted products than there’s definitely value in incorporating this into your public relations program.

The benefits of Twitter promoted products to a public relation campaign

Twitter’s promoted products can be of value to a public relations program in the following ways:

  • Even if you don’t generate a huge return on investment right away, the potential  is definitely there. For one, “promoted accounts” can help to increase your follower base – which can mean more customers down the road, or expand your network to followers that you may have not been able to reach on your own.
  • “Promoted trends” can enable a company or business drive more awareness around your brand and its products and is an effective way of capturing people’s attention. It can also help to reach entirely new audiences (hence, why it costs the big bucks).
  • “Promoted accounts” can speed up the process of gaining followers, which sometimes may take months. It is also allows you to target specific followers that would be interested in your business, and “promoted tweets” enable you to get your content out in front of more people.
  • New followers are not only potential new consumers, but they have the power to re-tweet and amplify your reach.
  • You can take things one step further and review the accounts of your new followers, identify them as your target audience, and target specific tweets to those audiences. It’s also a useful tools for monitoring buzz, reputation, opinions, trends and what’s being said about your organization.

Can you think of some additional benefits? I would love to hear them.

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