Business information written specifically for newspaper advertising departments

Twitter’s New Service

Filtering feeds for your convenience
You may not have the advertising budget of Nike or McDonalds, this is where you actually have an advantage. You are able to communicate with consumers in your area on a conversational level.

Twitter is now enabling companies to filter through its users’ feeds for content. The social media platform allows users who want to use this function to whittle down the content by choosing to be alerted when any of the 350 categories are referenced in tweets.” While this is an awesome development in targeting advertising to consumers, if you weren’t already participating in promoted tweets or their advertising platform, this news is kind of unnecessary, right? Well, not exactly. Because Twitter is enabling this for those companies that can afford to invest in promoted tweets, it signals the strategy Twitter itself believes will result in more revenue for its customers. Although your department may not be able to take advantage of this large-scale advertising strategy, since your paper is likely in a smaller market and has very specific consumers, you can still learn some techniques from this idea to help promote your paper and its advertisers. Below, we offer some Twitter-specific techniques for targeting consumers that might have an interest in the products you’re advertising.

Search Hashtags

The hashtag, or #, is the symbol Twitter (along with other social media platforms) use to code in a link to others talking about the same thing. By searching for hashtagged items, or hashtagging your own, you are able to link up to others with similar thoughts or desires.

Tag and Target

Although you can tag ideas or words on Twitter, you can also tag users, using an ampersand, or @ symbol. Doing this alerts the tagged users that you have initiated a conversation. Once you have found users in your area that might be interested in your or your clients’ products, tag them and begin a discussion about their interests.

Conversation

Although you may not have the advertising budget of Nike or McDonalds, this is where you actually have an advantage. You are able to communicate with consumers in your area on a conversational level. Huge corporations have so many levels of bureaucracy to approve social media statuses that their ability to really relate to their customers gets pushed to the wayside. Keep your tweets conversational and don’t use every tweet as a targeted ad. Instead, single out individuals and see if you cant get them interested. You may even get a re-tweet.