Twitter for Business
2017. Twitter adds location sharing for business
Twitter has released a new feature aimed at its business users. The new addition is focused on helping businesses running customer service via Twitter and offers businesses an easier way to request and share locations with their customers — for example, to enable a store-locator function, or to customize responses based on where the customer lives. The location-request option is something businesses can use over Direct Messages, by first asking the customer to share their location with a click of a button. The customer can choose whether or not they want to do so, and then can opt to share their precise location or pick a place-name from a provided list.
2015. Twitter launched Mobile Ads Manager
Twitter officially launched its new mobile Ads Manager, which allows users of Twitter’s smartphone applications to track their ad campaigns’ performance – including their impressions, engagements, spend, cost per engagement, and engagement rate – while on the go. The feature, while designed for mobile use, stops short of letting users actually build their ad campaigns from their smartphone. Instead, those campaigns must first be started on the web using a desktop or laptop computer. That’s a different path than Facebook recently took with its dedicated Facebook Ads Manager App which lets advertisers to track their current ad campaigns’ performance, as well as create new ones on the fly.
2015. Twitter Ads gets Google DoubleClick integration
Twitter will now allow its ads to be bought through DoubleClick’s bid manager to help advertisers centralize their buying. Through the partnership with Google’s DoubleClick ad exchange, ad agencies and other buyers will be able to purchase inventory on websites around the web, as well as Twitter Promoted Tweets from a single interface. Making Twitter ads easier to buy from one of the world’s most popular tools could help boost revenue. That’s something Twitter needs given it missed revenue estimates in today’s earnings. Twitter is also hoping to strengthen advertiser confidence in the return on investment of its direct response commerce ads by working with DoubleClick to properly measure when clicks or actions on Twitter lead to a purchase or conversion. The program will roll out later this year, so advertisers can attribute purchases to Twitter ads across platforms, regardless of whether the ad views or purchases happened on the web or mobile.
2014. Twitter and IBM Watson team up help businesses better understand their customers
Twitter and IBM have partnered on a deal that will integrate Twitter data into various IBM software products and cloud services (including Watson Analytics) and will lead to 10,000 IBM consultants trained and certified on how to best use Twitter data and build systems to analyze it. "While companies have long listened to what their customers are saying on Twitter, complex enterprise decisions often require input from a lot of different systems," Chris Moody, Twitter's vice president of data strategy, wrote. "IBM’s expertise is in integrating complex systems and data to make better decisions." For IBM, the partnership provides a wealth of information for its business customers. Twitter data will now be available on IBM's cloud-based analytics services, its business decision tools including tracking customer sentiment, and through IBM's own consultants.
2014. Twitter launches Promoted Video ads
Twitter starts beta testing a new feature called Promoted Video which is aimed at brands looking to upload and distribute their videos to the Twitter network. Advertisers will only pay when a user starts playing a video. The feature expands upon the Twitter Amplify program, which previously focused on big media companies, including the likes of ESPN, NFL, McDonald’s, American Express, BBC and Viacom, to give you an idea. The company notes that video is one of the most popular forms of media on the network, as test with the newer Twitter Video Card have shown that native Twitter videos generate “better engagement” and more views than they did in the past. Along with Promoted Video’s launch into beta, the company is also working to make it easier for advertisers to set up campaigns by running ads with a Cost Per View (CPV) buying model.