How One Company is Finding Value in Promoted Tweets

Chris CrumSocial Media

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Many businesses have probably been wondering just how much Twitter's Promoted Tweets could help them if they were given the chance to participate. Promoted Tweets is still in beta, and is still limited to a set of partners. One of those partners, Zecco, has been talking about the success it has had with the program.

Zecco CEO Michael Raneri reached out to WebProNews to tell us about his company's experience with this advertising channel. "Over the past two months, Zecco has seen an average increase of 50 percent engagement with promoted tweets versus our standard tweets," says Raneri. "In some cases, this increase has been as much as 200 to 300 percent.  We're really excited to have been chosen as the only financial services company to participate in the Promoted Tweets beta and to work with Twitter and amazing brands like Coca Cola, Disney Pixar and JetBlue on helping shape this key marketing platform."

Michael Raneri of Zecco"Promoted Tweets are a way of getting interesting and contextually-relevant information to an ever wider audience on Twitter and making investors aware of the unique insights of online financial communities like our own ZeccoShare with 300,000+ members," he says. "The majority of our tweets focus on financial market commentary, and we also give our audience information on things like new posts on the ZeccoPulse blog, 'Most Traded' indicators from the ZeccoShare community and free trade promotions."

The company plans on continuing to offer contextually-relevant information, insights and tips on its offerings that it thinks investors and active traders will find valuable. 

"While we have one of the largest Twitter follower bases in the brokerage industry today, we also hope to use the Promoted Tweets program to further extend our reach and grow our followers," says Raneri.
"Online communities and social media are all about connecting people and sharing ideas," he says. "This is especially valuable in the fast-paced investing world, where having quick and easy access to a community of people interested in the same topics is invaluable to any investor, whether they’re just starting out or a seasoned trader."

Clearly Zecco has a particular niche in the investing world, but it's easy to see parallels for other industries in how Promoted Tweets will be useful.

Twitter unveiled Promoted Tweets in April, beginning with them appearing in Twitter search results. The ads are based on a "resonance" algorithm. If a promoted tweet doesn't resonate with users, Twitter will stop showing it.

Chris Crum
Chris Crum has been a part of the WebProNews team and the iEntry Network of B2B Publications since 2003. Follow Chris on Twitter, on StumbleUpon, on Pinterest and/or on Google: +Chris Crum.