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There was a huge amount of buzz last year around the inevitable rise of connected TV, which sounded great but rather ignored the fact that viewers were already using their smartphones to interact with what they were watching.
New apps like Zeebox have achieved huge success by allowing people to share their TV viewing experience with others, but Twitter and Facebook remain as two of the main ways of talking about TV.
To highlight the depth of this link, Twitter has published a new report revealing some of the ways in which consumers use the social network to engage with TV shows.
Here are some of the most interesting stats and cases studies, but for more information on this topic checkout our Twitter for Business Best Practice Guide and this blog post on what can we learn from the top five retail brands on Twitter.
Marketers are always looking to find the best way to promote their brand full stop. It's their job after all. As social media picks up the drive toward paid media opportunities, it's easy to be confused on which avenues to take and where to move your spend.
Today's session at Social Media Week Chicago, Tweeting Louder - using paid and earned tactics to make noise in the Twittersphere, tried to tackle this topic with Andrea Javor, Director of Digital and Media Strategy with Beam Global (the makers of Jim Beam and Makers Mark), Kristin Walsh, Director of Influencer and Consumer Engagement for FritoLay North America and Brent Hill, the director of the US Central region for Twitter.
While Facebook struggles to prove to the world that it can deliver big revenue -- eMarketer estimates the world's largest social network will pull in $1bn less in revenue than previously anticipated -- one of social networking's largest still-privately-held companies, Twitter, is doing what it can to convince advertisers to increase their spend.
The company has several ad offerings, including Promoted Tweets, Promoted Accounts and Promoted Trends, and much to the chagrin of developers, has been making changes designed to ensure that it has the control over the Twitter ecosystem necessary to maximize monetization opportunities.
Twitter may have taken the development of a business model slow, but its efforts to monetize its 140m user strong audience are in full swing.
Cadbury has revealed that a Twitter campaign using Promoted Trends increased 'positive' brand mentions on the social network by 1800%.
Furthermore, the ‘Retweet for Sweets’ challenge associated with this saw engagement levels of 25%.
These stats are a good advert for Twitter's ever-evolving ad platform, but the results need to be viewed in context. The fan base for many of Cadbury's brands are socially-savvy, and it's seen great success in this area before.
Twitter's strategy around monetization can be summed up in three words: "take it slow."
Thanks to hundreds of millions of dollars in funding, Twitter has been able to do something many digital media upstarts can't: explore new ad models at what often seems like a snail's pace, working primarily with a select number of brand advertisers and agencies.
Social media is the new water cooler, and because of that, it's no surprise that the relationship between social media and the entertainment world is increasingly starting to resemble a marriage.
The latest example of that: Twitter's new partnership with The X Factor USA.
Despite the fact that Twitter has been slowly building up its advertising offerings, and is making money from them, advertising on the popular microblogging service is still far more difficult to come by than, say, Facebook.
That's because Twitter's ad offerings, which include Promoted Tweets and Trends, are fairly unobtrusive.
According to CEO Dick Costolo, Twitter has become "a remarkably successful business." And judging by the price the company is now charging for Promoted Trends, his statement just might be believable.
That price: according to Twitter's director of revenue, $120,000. Not bad for a company that many of us used to question the financial viability of on a regular basis.
Long gone are the days when one could criticize Twitter for being a revenue-less startup without a business model. Today, Twitter does have a business model, and several commercial offerings.
One of those commercial offerings: Promoted Trends, which gives brands the ability to insert themselves into Twitter's Trending Topics list.
Conan O'Brien returned to the small screen last night. While we'll have to wait for the ratings, one thing is certain: Conan's debut on TBS is not only a big deal for TBS, it's a big deal for cable television at large.
Not surprisingly, the run up to Conan's television resurrection has been highly-anticipated, and supported with a hefty dose of promotion.
Twitter, which for so long was criticized for its lack of a revenue model, is now firing on all cylinders as it looks to develop multiple sources of revenue. From Promoted Tweets to Promoted Trends, the company is no longer shy about trying to make a buck, and so far, Twitter users don't seem to mind.
One big reason: Twitter has done a pretty good job at making sure its ads aren't intrusive. And if it has its way, it might even make money while making Twitter users happier.