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360i Point of View on
Twitter's Enhanced Brand Pages
Expanded Opportunities with Brand Pages
Below are the three of the most important Brand Page features for marketers.1.
Brands can now select a specific tweet to be “promoted” front and center on their profile
page at the top of the timeline
even with no media buy activated
. This free "PromotedTweet" is a powerful way for brands to highlight their best content for users over a much longerperiod of time. The previously-short shelf life for a particular tweet can now be expanded for alonger duration for greater impact. The "Promoted Tweet" also auto-expands to reveal anembedded photo or video from Twitpic, Flickr, YouTube or any other sources, without requiring theuser to click to view the media behind the link. Additionally, brands will have the ability to geo-target the anchored tweet, ensuring that messaging is served up to relevant markets.
New “Promoted Tweet” Targeting
The ability to separate the @replies and @mentions from a
brand’s own tweets
creates amore streamlined experience for potential followers.
With follower acquisition in mind,Twitter will segregate a
individual communication and customer service tweets frompromotional or equity messaging, providing a cleaner experience, devoid of
and a moreeffective snapshot of a
to potential followers.3.
The new layout enables enhanced branding and the inclusion of media such as photosand videos.
Through an expanded and fully customizable header image, marketers can displaytheir logo and tagline more prominently than with the current format.
Implications for Earned Media
Twitter’s new features alter the way brands curate content and communicate their
unique voice andpersona within the platform. With conversations front and center, brands can create a more dynamicenvironment in which they can form meaningful connections with their audience.
Previously, many brands limited the number of @replies they responded to from users toensure that new users arriving at their brand destination would see a mix of back-and-forthconversation and brand messaging. Now that brands can promote a tweet, the frequency limit