Businesses can no longer arrogantly assume that users will come to their website as users opt for social networking’s walled garden – but at what price? $25,000 perhaps?
Twitter’s about to roll out ‘Brand Pages’ for commercial partners who’ve committed to spending $25,000 on its ad products, including promoted tweets and trends. The pages give advertisers greater visibility for their logo or brand elements and the ability to keep a particular tweet at the top of the timeline, complete with embedded photo or video. Launch partners include Coca-Cola, Disney, Nike and Pepsi.
“A tweet’s only 140 characters,” Twitter’s chief revenue officer, Adam Bain, said last month. “When consumers want to learn more, spend more time, or get deeper in terms of engagement, we think they’ll end up on the brand page.”
While it’s no surprise to see Twitter trying to monetise a service that users pay nothing for, we can’t see many small businesses beating down a path to the blue bird’s door.
While it’s sensible for most businesses to have a presence on social media sites, and a clear idea of how they will and won’t use the channels, smart marketeers should really be ensuring that messages, links and assets all link back to the company website.Here you have ultimate control over how your messages are presented and conversations framed. Externally, it’s Facebook, Twitter, Linkedin and Google calling the shots… If they don’t want you to tweak something, you can’t. If they change their mind about what you can and can’t do,your approach can be obsolete overnight. Buyer beware!
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