As Obama gave his State of the Union speech, advertisers clamored for tweets on Twitter to promote their products and company values. Several companies and organizations, including Chevron, AARP, Microsoft and the National Rifle Association, were busy bidding on tweet placement before and during the hour-long speech. By winning bids on sponsored tweet spots, advertisers were able to put their tweets in front of more users who looked up terms related to the speech. Each company specifically targeted certain terms from the event that related to their stance on the issues and their own commercial interests.
Twitter Growing As Companion to TV
In years past, the social networking site was known mainly as a place for celebrities and commentators to give their thoughts on everything in pop culture, but it has been turning into a companion for major television events, such as the Academy Awards and the Super Bowl. The opportunity to place relevant social networking advertisements in front of TV-watching consumers comes at a far lower price than television commercials. In addition, the interactive nature of tweeting invites more attention from consumers.
Social Networking Strategies Developing
40 percent of TV viewers say they use their smartphones as they watch television programs. Many viewers enjoy commenting on what celebrities wear, eat and drink on live television. When something exciting happens on television, advertisers can reap big rewards by getting in on the action with relevant tweets. During the State of the Union speech, AARP constantly had two employees watching the speech, with one in charge of tweeting about what the president said and the other bidding for placement of their tweets. As the organization posted more tweets, they got information from the social networking site about the numbers of posts made in response to them. Advertisers consider this constant feedback to be invaluable.
Twitter Counting on Advertisers
As it grows beyond its role as a small private blogging platform, the social networking site is counting on advertisers to help it develop into a major force on the business scene. It’s already hired a former ad sales manager from Google to handle advertising from Washington lawmakers. As the public becomes more interested in real-time interactivity in the public sphere, entities that fail to advertise on social networking are missing out on a potentially huge source of exposure.
Getting More Followers
With each major television event, millions of users are following their favorite posters and making their own tweets. However, advertisers know that their success on the social networking site rests on their having lots of Twitter followers. Unfortunately, this can be a difficult prospect for companies who are just beginning to promote their goods or services on the site. For this reason, it’s not unusual for savvy companies to simply buy Twitter followers to encourage their expansion on the site.