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Industry News: Twitter Opens The Door For Advertising
Issue: 2009sep
Barely four months after one of Twitter’s co-founders announced they would not sell ad space on the website, Biz Stone is now tweeting a different tune: Twitter’s amended terms of service open up the possibility of selling ad space.
On the company’s website, Stone emphasizes that those terms are in flux and do not set in stone the type or frequency of advertising that would be allowed.
Many member companies take advantage of the quick-update style to share their business moves. But will they be among the first companies to post standard web advertising, as well?
Charley Johnson, CAS, executive vice president of Salt Lake City, Utah-based supplier SnugZ/USA (UPIC: SNUGZUSA) says it is worth any company's while to take advantage of marketing opportunities when they arise; however, he says industry veterans who are slow to adopt new trends such as Twitter may also fight the idea of using it for advertising opportunities.
"Any new place to advertise is going to have value," says Johnson. "But as an industry we're usually three to five years behind the curve."
For the professionals who have embraced social media as a way of connecting with clients, Johnson says having a Twitter account strictly for promotion and choosing to buy ads in the same space don't necessarily add up to overexposure.
"It's no different than advertising in more than one [industry] magazine," he says. "You've got to get people used to seeing your brand."
PPAI has developed its own presence on Twitter. Updates are posted by the Association's Business Media, Expo, Human Resources and Professional Development departments, as well as news on legislative action.
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