Tuesday, February 3, 2015

Why Small Business should NOT advertise on Twitter

         After spending several thousand dollars in advertising on twitter, I have decided to "suspend" my campaigns and focus entirely on advertising on linkedin and facebook. This is in protest to Twitter's suspension of my "fan" account U_of_California. I was told by your support that that account violated twitter's impersonation polices. However, as specified in the impersonation policies, I clearly state that 

(i) The said twitter account does not officially represent University of California, but is a fan account operated by an alumnus. 
(ii) The link that sent to me by Twitter suport ( clearly states that  "Twitter users are allowed to create parody, commentary, or fan accounts" 

it's very obvious that your support is overwhelmed and/or undertrained and you guys just go yanking accounts whenever anybody complains, independent of whether the complaint is right or wrong. That's really scares me since it means that if I spend thousands of dollars of advertising to build a follower base for yash_Talreja account and someone files a complain, you guys will shut down that account as well. Not very trust building. 

I have attached the email thread and I am very surprised that the Twitter "Trust and Safety" person who sent me the link does not seem to have actually read it or understood Twitter's policies. 

And finally, I will like to pass on "Thanks" from Facebook and linkedin advertising who appreciate Twitter's valiant efforts convincing me to stop spending advertising money on Twitter. 

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Google did it first! Now Twitter is also releasing a feature that allows companies to more precisely target the recipients of their advertisements by using a technology that analyzes a person’s communications.

The result, when this feature was tested, was an 11% clickthrough rate – a remarkable figure in the digital advertising world, and almost guaranteed to boost the amount of social and mobile commerce generated through the platform.

How does it work?

In the past, Twitter only got clues on a user’s interest by analyzing the accounts that the user followed. But this method wasted an important social commerce data resource that indicated a person’s specific interest in real time – the person’s actual tweets.

With the new social commerce tool, Twitter allows marketers to set keywords that would trigger their ad when the said keywords appear in a user’s tweets.

For instance, if the company is promoting an American Idol finalists’ concert in New York, they could make it so that their ads will appear on a user’s timeline when the user sends out a tweet containing the keywords “American Idol” or “New York.”

Companies can also make it so that their ads are triggered by Twitter searches and would appear in a user’s search results instead of the user’s timeline.

“Tweets are signals of what's top of mind for people in real time, including their intentions, needs and wants,” Twitter explained in the newsletter it sends to its subscribers. “You can reach users at the right time and in the right context based on keywords in their Tweets and the Tweets they've recently engaged with,” the newsletter says.

The advanced Twitter Ads tool is an echo of Google’s contextual ad technology, which shows ads to their Gmail users based on the terms in their email messages, while people reading articles on a blog or Google news receive ads based on the keywords included in the text of the news or blog.

This effort to advance its revenue-generating capability is part of Twitter’s preparation for a forthcoming IPO.

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