Twitter teams with Nielsen to measure brand awareness
Social networks want to get to know you. Really know you. They want to know what you like, what you think, what you buy.
They then pass this knowledge along to advertisers who want to sell you things .
On Wednesday, Twitter rolled out a new advertising feature that will use Promoted Tweets to survey users about brand partners. The Promoted Tweets tool lets companies pop up in the streams of users who don’t follow the brand. The surveys will be analyzed in partnership with Nielsen.
Tweets from @TwitterSurveys will show up in your Web and mobile streams with links to questions about specific companies. Twitter says just a “small set” of advertisers is currently testing the feature, but the company plans to expand the service early next year.
This new advertising tool follows on the heels of comments from Twitter's vice president of global brand strategy, Joel Lunenfeld, who told the crowd at the IAB MIXX advertising conference that more than 50 percent of all Twitter users follow at least six brands. Now advertisers will be able to leverage this exposure with detailed information about Twitter users, as well as insight on how effective brands' social media campaigns really are.