Ultimate Guide to Twitter for Business by Prodromou Ted

Author:Prodromou, Ted
Language: eng
Format: epub
Publisher: Entrepreneur Press
Published: 2013-01-17T16:00:00+00:00

Promoted Accounts

The purpose of Promoted Accounts is to help you to add more influencers and advocates to your brand. You can use Promoted Accounts to build brand loyalty, increase exposure for your campaigns, and to grow your earned media. Earned media, owned media, and paid media are terms used to help you measure the success of your social media campaigns. Earned media often refers specifically to publicity gained through editorial influence, whereas social media refers to publicity gained through grassroots action on the internet. Owned media is a media channel that you own, like your website or your blog. Paid media is when a brand pays money to leverage a media channel like online advertising.

When you run a Promoted Accounts campaign on Twitter, your Twitter account will appear as a Promoted entry at the top of the Who to Follow box on targeted people’s Twitter page. In Figure 7-9 on page 107 you see a sample Promoted Accounts campaign.

Promoted Accounts campaigns are targeted by interests. Twitter algorithmically determines the interests of the people you follow. The advertisers refine the algorithmic targeting with interest-based keywords, resulting in an average retention rate of 90 percent, which is incredible. You can also choose to do geo-targeting by country and/or by metro areas in the United States. You are charged on a cost-per-follow (CPF) basis. This means you only pay when someone becomes a follower from clicking on your ad. The average price per follower is between two and three U.S. dollars, depending on the competiveness of the market you are targeting.

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