Promoted tweets, accounts, and trends, can be of tremendous value when considering the cost on return of using social media in a public relations and marketing capacity. That is to say, regardless of whether using this tactic or not, the ROI of social media has amazing potential when compared to traditional media. Even more so, promoted tweets, accounts, and trends on Twitter have to potential to even further increases the reach and benefits of using social media as a cost effective means of reaching your stakeholders, potential, and prospective customers.
While promoted trends can be considered to be of high cost to a company/agency of a small size, the upfront cost may be offset by the benefits. They can run in the tens of thousands, but these promoted trends will be seen by a great many users. They will be located at the top of a user’s Trending list. This ensures that a trend will gain traction and garner notice and traffic, since this trend is selected by the advertiser, it has the potential to jump-start topic and therefore increase traffic associated with a company, product, or event.
Promoted Tweets, on the other hand, are offered as a cost-per-engagement system. This means that advertisers or companies pay for clicks, retweets, and replies. More cost-effective than promoted trends, they have less overall potential for suddenly increasing notice. They may be best used to gain further followers aside from the core already following an account.
Promoted Accounts, similar to promoted tweets, are on a cost-per basis. Instead of a cost-per-engagement basis promoted accounts are cost-per-follow based. This means that in the ‘Who to Follow’ section on Twitter an account will appear. This had great potential to garner a larger following quicker. Since the program is cost-per this means that the more successful the promoted account is, the more expensive the cost will be.
Each of these different types of promotions for advertisers and companies offered by Twitter can have varying degrees of success, and the cost associated can also greatly vary. In terms of public relations, each has its benefits. Promoted Trends can potentially increase the volume of conversation on a given topic, relating to the company, brand, or a product. This can be useful in raising awareness, but can be expensive. Because of this the ROI must be carefully studied. Promoted Tweets and Promoted Accounts are more cost effective and since they are cost-per-follow/engagement based they provide the promoter, PR practitioner, or advertiser a safer route in terms of cost effectiveness. If the promoted tweet or account does not gain significant followers or engagement than the cost will be relatively little. On the other hand, if the promotion is a success than the cost will be higher but the return on investment will also be high, making this option more appealing.