What is Twitter’s resonation all about?
Twitter has launched promoted tweets.
Tweets that perform well among the user base will receive a high engagement rating called resonance. Brands can now purchase CPM based ads to promote these popular tweets at the top of a Twitter search term –even in categories they aren’t well known in. This is a combination of earned media and paid media. This is phase one for Twitter and expect a system to emerge that combines conversational marketing and traditional advertising agencies.
Twitter has a new social media metric called resonance, which is a measure of all the different axis of engagement that people can have with a tweet
retweet, at, hash, avatar clicks.
This is a smart move for Twitter- it taps into deep pockets of online advertisers without upsetting the community ,as users will self select which tweets will resonate and thereby become promoted ads.
How it will work, a use case scenario
1. Users will continue to interact with each other, and popular tweets will receive a high ‘resonance’ score from Twitter. Some of these Tweets will be created by brands, and some by the users themselves.
2. Tweets with heavy resonance can be purchased by advertisers in a CPM basis to appear as the first ’sponsored’ Tweet on a search term. The sponsored tweets will be clearly labeled and have a different background color.
3. These promoted tweets will only stay if users continue to resonate with them, those that don’t will disappear and a different tweet with resonation will appear.
The importance of this resonation is that brands can now finally buy influence over users by using promoted tweets in the search page. From our point of view at Morello Digital, it could represent a significant opportunity for us to help our clients obtain more “resonance” via twitter.
How Should we all approach this?
• Monitor which tweets are already resonating with your brand, take note of what is causing it to resonate and in what context. Secondly, recognize that these tweets should have long-term impact, not a daily special as the tweet is promoted, users will interact with it, forcing it into a viral loop. For best results, experiment with promoting tweets from your customers –not just those that you create.
• Twitter users have power over which promoted Tweets will work: Remember they get to choose which tweets can be put into the advertising inventory as their interaction will self select which tweets can become promoted. Secondly, promoted tweets that don’t yield community engagement will also fall off the stream.
• A New Yardstick: ‘Resonance’ is the Page Rank of Microblogging: Advertising agencies and social marketing agencies will come out of woodwork, most will do it wrong. Look for a sophisticated partner that knows the value of social conversational marketing to create an inventory and the long term experience of an advertising agency that knows the value of advertising placement. Expect resonation to also cascade to other social networks like Facebook and even community platforms and content management systems to derive what content should surface. Twitter has made nods to new dashboards to appear, expect your agency partners to align around resonation as the ROI.