Exciting news from Twitter for brand marketers seeking ways to help better measure their engagement on the popular microblogging tool: Twitter and Neilsen (@Neilsenwire) have announced their partnership to bring new feature “Twitter Surveys” to life as a new Promoted Product.
According to MarketingVOX, the brand surveys will be native to Twitter and will appear to users like Promoted Tweets do; within the user’s timeline, and on both desktop and mobile devices. Users will see a Tweet by @TwitterSurveys that invites them to fill out a survey directly within the Tweet!
I find this to be an exciting new development for what is one of my all time most favorite social platforms. And the timing of this announcement, to me, is just perfect. It’s hard to deny that Twitter’s role has been, time and again these days, reported as “diminishing” or “not as influential” as it used to be and/or in comparison to newcomers Pinterest or Instagram and the like. So this new development and survey feature is certainly being launched, in my view, in defiance to those who believe Twitter has seen better days. Such a tool launch, to me, proves that the best in Twitter is yet to come!
As a brand marketer and as a social business consultant who is constantly being asked about the ROI of social engagement, this survey feature helps to address some of that social measurement burden we often carry. As HubSpot indicates so well on it’s blog, “Social media marketers are constantly struggling with showing the ROI of their social media efforts, and social media platforms are struggling to show it to them (especially when it comes to advertising)…this partnership [will] deliver a pretty groovy new Twitter feature in Twitter Surveys.” Yeah, I couldn’t have said that any better myself :)
And for those of you out there wondering why Twitter and/or why Twitter Surveys, really the response to these questions should be: why not? Just like Pinterest is the perfect place for pinning and board collections, Twitter truly does seem to be the most appropriate place for surveys. “With 400 million Tweets occurring every day throughout the world, consumers and brands on Twitter have a unique opportunity to listen and engage in a variety of topics and conversations,” says Joel Lunenfeld (@Joell), VP of Brand Strategy over at Twitter.
If I had any concerns about this cool, upcoming feature, it would be affordability for the non-Fortune 500 brands out there. Because I can see huge brands with large marketing budget dollars using this feature, as they should. But what about the little guys?? I’m not sure what the price points are or will be for this Promoted Product but I would hope there would be a range of price options for all kinds of businesses to be able to enjoy Twitter Surveys capability.
We shall see how it all really works once the feature rolls out some time in 2013 … stay tuned!