As the Twitter Advertising platform gets its legs it will be interesting to see who takes ownership of the media buying duties for agencies and in-house. On one hand the social component is obvious. Promoted Tweets must appeal to the Twittersphere to actually be shown and achieve the advertisers desired ROI. On the other hand media buyers and paid search professionals have a better understanding about how to allocate budgets and tie it to a quantifiable metric. I have a feeling that these two camps will be battling for control over Promoted Tweets. Obviously this is playing itself out in the SMM marketplace right now but the nature of Promoted Tweets and Resonance Score could stand to make it even more contentious. In the end I believe that it will be a hybrid or integrated approach that prevails and those organizations that understand that first will be the leaders in this market.
The Case for Social Media
The argument that social media marketers should control Promoted Tweets is compelling. For the ads to achieve a strong Resonance Score and actually appear in the Twitter search results (and eventually users’ Twitter streams) it should be a part of a strong social media effort. That requires a long term strategy that includes engagement, outreach, and interaction with the community. For the ad to be successful the advertiser needs evangelists to share and promote the ads to their friends and followers. Unless there is trust built over a long period of time this will be almost impossible to achieve. Without this social media element Twitter ads are just not going to be seen. The fact there is such a strong social component to the ads means that without a strong & engaging Twitter presence the effort will be wasted.
The Case for Media Buyers
Media buyers, especially those in paid search, also have a compelling case for controlling Promoted Tweets. After all they have the knowledge, tools, and experience at buying ads in a variety of settings. Paid search professionals familiar with Quality Score also have the added experience of buying ads in a marketplace that uses a similar combination of bidding and ad quality measurement. Media buyers are also much more experienced in tying their expenditures to a quantifiable return on investment which will become increasingly important in Twitter advertising and social media in general. I understand that many SMM professionals provide ROI measurement but in most situations it has not evolved to the point at which media buyers are now.
The Hybrid Model
This is where I feel Promoted Tweets will lead marketers. Instead of one unit controlling all aspects of the advertising platform the best marketers will develop an integrated team that utilizes a hybrid advertising model. The social media team will be able to build the Twitter community and engage with their followers and friends. This will help them understand what their followers are interested in and determine what will resonanate with them when it comes to Promoted Tweets. The media team will be required to allocate budget and understand how successful the spend is by reviewing ROI metrics. The media team may also be required to improve keyword focus based on paid search data to ensure the most efficient keywords are utilized in the short messages allowed on Twitter. A hybrid model allows the marketer to understand their community needs and desires while incorporating the hard data of media buying ROI. The hybrid model should have a good chance of developing Twitter ads the meet the Resonance Score requirements to be shown frequently and the back end business goals whether those goals are traffic, branding, or some sort of conversion event.