Startup Blog

What is the value of a sponsored Tweet?

Posted by Mike Volpe on 2/8/10 11:00 AM

This is a guest post by Chris Englund who writes "Chris is an MBA navigating Social-Mediaville. Follow him on Twitter: @cgenglund".

Mariani Wine PopePaid tweeting is a good idea: phenomenal measurability, incredible reach and extremely high conversion. But, am I the only one who thinks so?

In the late 1860's Italian chemist, Angelo Mariani engineered a wine that had the ability to restore health, cure the flu, fortify the brain, etc. What distinguished Mariani's from the vast array of contemporary concoctions was the Pope Leo XIII Bump. His Holiness appeared in print advertisement for the wine and awarded it a Gold Medal. Vin Mariani flew off the shelves across Europe and North America. 

Let's imagine my client is selling makeup, not coca wine, and they're advertising in 2010, not 1873. Should I get the larger-than-life Kim Kardashian to influence her 2,875,876 followers:

"My skin is glowing & healthy. Way excited about this new foundation! Pick some up at Walgreens, RT & tell me what you think: http://url"

A Tweet From Our Sponsor

Through Facebook, Email, or Twitter the link remains connected to the original campaign. URL shorteners ensure the destination can't be deciphered and offers instant click-through stats for free.

Tweets go to fans and followers, individuals who have specifically opted in. This isn't an email list, these individuals show their appreciation for the message through intentionally following, replying, and re-tweeting.

Short messages are naturally intriguing and inspire action. Good tweets elicit response and reaction. Unlike text ads in search results, this message is unframed by other advertisements and does not appear distinct from other tweets.

Kim Kardashian is no Pope, this I know, but nearly three million twitterers hang on her every word. She's acquired social status and authority. Like a Pope urging Catholics to the wine shop, I would want Kim calling customers to the makeup counters.


What do you think the value of a paid tweet is?  Leave a comment and let's discuss.

Mike Volpe

Written by Mike Volpe

Mike Volpe is a startup advisor and angel investor based in Boston.

Topics: Twitter, advertising

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