Media Buying and Inbound Marketing Blog

How Much Would You Pay Snooki to Tweet About Your Company?

By Jane Peters on April 20, 2013 |

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Advertising on social media platforms is growing and companies are shifting more ad dollars tosocial media advertising reach potential customers on these sites.  Managing your social media strategy should include advertising on these platforms. Estimates from BIA/Kelsey released in its “Annual US Local Media Forecast: Social Local Media 2012-2017” report showed that the firm expected social media ad spending in the US to total $6.1 billion this year—and be just shy of $11 billion in 2017.

Depending on your target you can choose from ads on Facebook, Twitter, LinkedIn and other social platforms.  Facebook lets you buy Sponsored Stories and Twitter offers Promoted Tweets to reach your audience. These ad vehicles are seamlessly integrated into the user experience and have quickly become popular with marketers. 

Twitter's Sponsored Tweets allows you to pay celebrities to Tweet about your products or services.  Their SponsoredTweets.com is an online marketplace that allows you to connect directly with influential tweeters to create sponsored conversations. The system allows companies to compensate tweeters with cash in exchange for promoting their product, service or site. Twitter likens it to eBay for tweets.  

The platform lets you filter for tweeters based on:

  • The number of people who have subscribed to an individual tweeter’s status updates. 

  • The number of tweeters whose status updates an individual tweeter has subscribed to. 

  • The ratio of friends and followers (calculated followers/friends). 

    (Followers is the number of people who have subscribed to an individual tweeter’s status updates. This number represents the potential reach of an individual Twitter user. Friends is the number of tweeters whose status updates an individual tweeter has subscribed to.)

The ratio is based on a formula where:

  •  1.0 – User follows the same number of people as the number of people following him or her

  • .50 – User follows twice as many people as the number following him or herspeaking, a higher number is better.

  • 2.0 – User is followed by twice as many people as the number of people he or she follows.  

The Twitter network for sponsored Tweets includes television stars, movie stars, rock stars, comedians, web celebs, media properties, and ordinary Tweeters. 

You have the ability to hand pick the Tweeters that participate in your campaign. There are hundreds of celebrities willing to spread the word.  You can choose from the cast of your favorite reality show. Vanerpump Rules lets you choose family members, cast members and even Giggy.

Celebrity Tweets don’t come cheap.  Currently, Khloe Kardashian charges $13,000 per Tweet.  Snooki  charges $7800 and Lance Bass charges $650.  For the right product, it may be worth the expenditure.

You can supply the information as a Tweet or you can allow the people to Tweet in their own words.  I think it’s better to allow people to write their own tweets even when a prepared tweet is available. It’ll sound more genuine when it is tweeted in the writer’s voice and connect more with their audience.

Keep in mind, that Twitter does require disclosure to protect you, the Tweeter and their audience.  Twitter’s policy complies with FTC regulations and states, “When there exists a connection between the endorser and the seller of the advertised product which might materially affect the weight or credibility of the endorsement (i.e., the connection is not reasonably expected by the audience) such connection must be fully disclosed.”  

Advertisers have the ability to control when tweets are released. This allows you to schedule a large campaign and release all of your tweets at once or within a certain window of time.         
If you use Google Analytics tracking Sponsored Tweets is easy. This will let you determine sales, time on site and other information not available through Twitter’s interface.   

Twitter’s goal is to connect advertisers with real, relevant Tweeters that can delivery an appropriate audience for your campaign.

You can get more Twitter followers by being a featured user on Sponsored Tweets.  This allows you to grow your social influence. 

Just pay for the number of monthly page views you want to be featured in.

Your profile will be listed in the tweeter opportunities section of Twitter’s site. Featured listings are available on a monthly subscription basis.  You can test this feature with a subscription for 10,000 page views per month for $30.  There are no long term contract.  You may cancel your subscription with 30 days notice.

Twitter advertising may not be right for everyone, but it's worth considering.

Have you tried this new advertising platform?  What were your results?  

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