Using social media for advertising purposes can have lucrative benefits, but promotional messages must sound genuine. When a company markets its products or services on platforms like Twitter, it should sound like just another friend speaking his or her mind on the microblogging site. Otherwise, the Tweets will stick out as obvious sales pitches and hinder the overall user experience. In order to promote products or services through Twitter, marketers need to use an even balance of engaging Tweets and paid advertising.
Twitter has grown to over 500 million users and is expected to post ad revenues of $259.9 million in 2012, according to eMarketer. There is certainly a lot of room for growth in this industry sphere, and professionals might want to explore emerging online marketing opportunities. Currently, the social media service offers businesses three ways to promote through the platform.
1.) Promoted account – Marketers can feature their brands on Twitter search results within the "Who To Follow" section. This section is where users are presented with businesses that they may want to follow based on who they already associate with on the site.
2.) Promoted Tweets – These posts are integrated among non-paid Tweets, so users pursuing their timelines will organically interact with the featured content.
3.) Promoted trends – Professionals can feature their companies next to user timelines on Twitter.com. These paid-ads appear next to traditional Twitter trends and are based on the location of active members.