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Brand Pages Part of Twitter’s New Look



Twitter is trying to finish off 2011 with a bang. The service has been a little quiet on the news front as of late and today we have learned why as they have introduced not only a new look but their own version of brand pages.

Fearing they would be outdone by the likes of Google+, Facebook and just about anyone else, the microblogging service (does anyone actually use that term anymore other than the way I just did?) is giving brands their own presence in the Twitterverse or whatever the heck the cool kids are calling it these days.

AdAge reports

Twitter is looking to strengthen its relationship with advertisers by launching brand pages that will be unveiled today as part of a more comprehensive redesign.

Brand pages have two key elements, both of them free. They can be customized with large header images that advertisers can use to display their logo and tagline more prominently than under the standard format, where branded elements of the page design are often partially covered by the time line of tweets. Brands can also choose to keep a particular tweet at the top of their time line, and that top tweet also auto-expands to reveal an embedded photo or video from Flickr, YouTube or other sources, without requiring the user to take action.

But there is more. By separating @replies and mentions Twitter facilitates the customer service savvy companies without interfering with the messaging. It’s a smart move for sure and one that will make for interesting interactions.

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Twitter’s Chief Revenue Officer, Adam Bain (aka the man on the revenue hotseat) explains some of the theory behind the new offering.

Mr. Bain said that all the marketers involved in the launch are strategic partners and advertisers that have been involved in ongoing dialogues with Twitter.

“The question for each one of these marketers is what is the interesting, compelling, provocative content that they can be putting out to a larger audience to keep that engagement high,” said Mr. Bain, adding that marketers in the launch group were already actively distributing content on Twitter but were looking for a way to make it stand out better.

So the commercialization of Twitter continues and all we have to do is sit back and wait to see if this type of marketing option works for everyone from the mom and pop to big boys. One thing about Twitter is that not every company’s target market is using the service, unlike Facebook, so marketers will need to be quite discerning as to how much effort this merits for their particular business.

  • http://www.about.me/minto.roy Minto Roy

    This is a great way to promote your personal brand as well.

  • http://www.san-diego-marketing.com/ San Diego Marketing

    I’m very curious as to what else is in store for their brand pages. Also, I’m wondering if you need to completely get a new account for the brand page, or can you convert your existing account as a brand page?

  • http://www.facebook.com/pages/Brick-Marketing-SEO-and-SEM-Firm/14204584980 Nick Stamoulis

    It’s been interesting to see how many of the social networks have been making changes lately. Even just in the past few weeks YouTube, StumbleUpon, and now Twitter have made big changes. You have to wonder if the Twitter change is at all because of Google+ or the new Facebook Timeline that will be rolling out.

  • http://www.frankareed.com Frank Reed

    @ Nick – I think we have established a pattern of year end updates that we will continue to see into the future. All of these entities need momentum heading into the new year. Now, the new year itself is a psychological “event” but that doesn’t make it any less real. Businesses need to show revenue and revenue is generated by buzz. What will be interesting though is to see where the advertisers eventually land because asking many to spend on all of them is too much.

    There will be winners and losers. I hope Facebook loses a bit and gets slowed down, personally but I have no inside information or data to back up the possibility. I am just tired of their act and I wonder if they will help reveal where everyone’s threshold is for continuous abuse of policies and the obvious lack of decency inherent in the cult of the Zuck.

  • http://www.dreamscape-design.co.uk Alex

    This will prove highly succesful if people can easily convert from having a normal twitter page to the new brand page.

    If a business has to start from scratch they may be sceptical due to them having to regain their follower/fan base.

  • http://www.vectorash.ro/victor-stanescu/ Victor Stanescu

    Let’s not get side tracked here, there’s one main underlying reason for all these new changes from Twitter: the profit!

    With over 300 million tweets a day they were lacking a proper advertising system to cash in from all that.

  • http://www.vectorash.ro/victor-stanescu/ Victor Stanescu

    With this new redesign and especially the brand pages Twitter positions itself again as a major competitor against Facebook and Google+

    Based on Twitter’s huge user pool these brand pages are going to be a pretty useful service by all companies and brands.

    More about this: http://www.vectorash.ro/twitter-brand-pages-and-redesign/