NEWS3 October 2012

Twitter and Nielsen announce brand survey plans

North America Technology

US— Twitter has announced plans to run “Twitter Surveys” on behalf of brands in the format of “Promoted Tweets”. The social media site will run the initiative in conjunction with Nielsen.

In a blog post today Joel Lunenfeld, Twitter VP for brand strategy, says that the surveys are currently being tested by a small set of advertisers. Twitter plans to make it available to additional partners early next year.

The service is being marketed as an addition to the site’s advertising tools for its advertising partners and is the first to offer brand impact measurement for Twitter.

In his post Lunenfeld says: “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. As marketers invest in opportunities to connect with users through Twitter’s Promoted Products, we are focused on delivering tools to help brands measure and understand the value of those campaigns.

“Brand surveys will appear to users just like a Promoted Tweet — right within the user’s timeline on both mobile devices and desktop. Users may see a tweet by @TwitterSurveys, inviting them to fill out a survey directly within the tweet itself.

“Building on Twitter’s mobile heritage, we’re giving brands the ability to deliver and measure the impact of mobile and traditional desktop campaigns through these surveys. This is a native experience for the user, and we believe it will give brands better insights to determine purchase intent, overall awareness, and other advertising metrics and analytics that can lead to greater engagement on Twitter.”

  • What do you think of Twitter’s survey plan? Tweet us @researchlive with your thoughts and the hashtag #twsvys