Home > Uncategorized > “Promoted Tweets” to promote fandom or fury?

“Promoted Tweets” to promote fandom or fury?

So Twitter after four years have decided to allow brands to pay for, what they are calling, “promoted tweets” in order to help finance the social media giant’s operations. The likes of Virgin America, Red Bull, Best Buy and Starbucks have already signed up to be the first to experiment with this new medium. The idea will be that promoted tweets will appear as a headline tweet in the results page of certain Twitter searches, and eventually ‘relevant’ promoted tweets will be showcased on a user’s timeline. Twitter maintain that these tweets will only stay in view if users interact and respond to them, either by being retweeted or commented on.

This concept was definitely a foreseeable one for Twitter, who are seeking the right business model to turn a profit, but it is possible that this method may cause serious backlash from Twitter followers. For a long time Twitter has provided the consumer with an outlet to vent their frustrations at the big corporations, and it has been a more effective complaints bureau than anyone could imagine. How will these same consumers feel about Twitter when they understand that they are being funded by the same companies they are complaining about?

Moreover, the brands that are paying for promotion run the risk of devaluing their names by simply irritating users with irrelevant and unwanted content. Twitter is a personal place to speak one’s mind, where one follows who they want and can control what they view. Brands will have to be careful that what they are tweeting is not the usual ‘we’re great’ marketing drivel. It will not be accepted, and users will be in the perfect place at that time to make their feelings known.

Twitter must be stringent in allowing only right and proper tweets from established brands; anything less and they’ll definitely hear about it. For now, though, it is unclear how this will pan out, most likely it will go unnoticed and perhaps even strike a positive chord as consumers are pleased with the tailored interactions from their favorite brands – alas, the future is unclear. We’ll just have to watch this advertising space.

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