Twitter has become an increasingly popular place for advertisers to promote their brands. But how can they measure their success? Although traditional advertising practice would assume that Twitter would be best used as a platform for influence, it might be more effective for advertisers to treat Twitter as a place to focus attention and guide the brand conversation.

1. How do Brands on Twitter Work?
A platform of influence or a place to focus attention?
Priyanka Bose

2. Twitter is one of the
fastest growing social
networking sites on
the Internet.

3. But are those ads working?
Growing with it are ad sales.

4. Advertisers definitely
think they are.
“Twitter Offers” is a new feature from
Twitter that will allow advertisers to
“effectively measure the ROI from their
promotions”.
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But what makes them so sure?
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How are they measuring their
success?
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5. Traditionally, brands
assume that a
successful campaign
changes or influences
consumer attitudes.
In other words, it persuades them.
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But Twitter is different. Why?

6. As social media, tweets are ongoing messages.
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They are part of a continuous communication environment.
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Therefore, success cannot be measured simply through
impressions.
Twitter advertising does not fit the traditional
advertising model.

7. Someone might follow the Denny’s Twitter account because it’s funny.
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But it doesn’t mean that their opinion of the brand has changed.
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Furthermore, likeability doesn’t necessarily
translate into consideration.

8. So what do brands gain from using Twitter as a
platform?

9. In other words, advertisers can use Twitter to keep their brand top
of mind among consumers.
Brand Salience.

10. So what does that
mean, exactly?
Well, for one thing, it means that
your brand will be the first one
people think of when presented
with the opportunity to make a
choice.

11. How?
Brands can use Twitter to set the
agenda. They can guide online
consumer conversations and
remind consumers about their
products.

12. It’s all about framing
the conversation.
Twitter isn’t a one way street.
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It’s a place to create dialogue
between brands and consumers.
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13. But you can take steps to make it more likely that they are.
You can’t necessarily use Twitter to
influence how people think about your
brand.

14. (in addition to other forms of social media)
To do so, always consider the following
questions when developing your social
media strategy for Twitter:

15. Questions to Ask
• What motivates people to follow
and engage with your brand?
• What motivates them to share
information about your brand?
• What do people notice first
about a branded tweet?
• Is your brand Twitter a place for
potential new consumers to
learn more about your brand?
• Or are you aiming to speak to
consumers who are already
aware and are actively seeking
new information?

16. Thanks!