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Twitter has really blossomed as a powerful tool for digital marketing. With one of the largest and most active communities in all of social media, there is no denying that the service merits your attention. Any time you can reach such a massive group of people for short money, you know it’s in your best interest. And now, Twitter is stepping up their advertising game, becoming exponentially more valuable to your social media marketing efforts.
This week, the short-form media juggernaut announced an advertising tool that will enable companies to finely-hone their Tweet targeting to reach specific users. Companies can pay to advertise with Tweets that are shown to users based on their geographic location and whether they are accessing the service from a mobile device or a personal computer.
“Today we’re introducing targeted Tweets, an enhancement that enables brands to reach specific audiences on Twitter without first sending a Tweet to all followers,” said Twitter product manager Kevin Weil. ”What if your Tweet is only relevant for a subset of your followers? What if you want to make an offer just to New York Twitter users? Until today, it’s been impractical to send these kinds of highly tailored Tweets, since there was no way to reach people in New York without also reaching followers in Norway, Nebraska and Nigeria who can’t take advantage of your offer.”
Savvy users of Twitter have been able to perform different kinds of targeted advertising for some time now with various monitoring and posting services, but they have been fairly time consuming. Now that Twitter is launching this official targeting program, it will be interesting to see how companies are forced to adapt their social media strategies.