Although Facebook is arguably the first choice when considering paid media sources for a social media campaign, Twitter has been slowly refining their advertising platform to attract buyers. Beginning with sponsored tweets and static placements they quickly allowed advertisers to customize their Twitter page. Then Twitter announced a closed beta for individual users to solely focus on targeted follower acquisition. It seemed that while Facebook focused on volume Twitter focused on quality. For marketers this became an initial program in defending Twitter as a critical component for a social media plan, especially where community engagement and sentiment analysis is involved.
This venture has taken Twitter in the direction of integrating their Twitter ad platform into an API. Since January the social network has been testing it internally and with partners such as Adobe and Hootsuite, but now agencies like DNA are able to harness its power by effectively integrating other digital marketing campaigns.
The Twitter Ads API allows Digital Net Agency to decipher the Twitter audience into audiences that can be allocated into other marketing channels such as e-mail, PPC, and benefit existing social media campaigns on other networks. Combining this with a proper community management tool allows not only for eventual success of a Twitter strategy, but for the ongoing ability to successfully integrate it into the marketing campaign as a whole.Tags: brand marketing, social media, social seo, Twitter Ads API, Twitter Advertising, Twitter API