What do Twitter brand pages mean for marketers?

Dec. 12, 2011 | by Daniel.Fernandez

First Facebook was followed by LinkedIn and Google. Now its Twitter’s turn as they have announced new profiles for businesses. At the moment they are only available to a limited number of companies, but Twitter has said that it will be rolling out more broadly in the coming weeks together with important updates across the different platforms; PC and mobile versions.

As competitors did before, Twitter has partnered up with some of the biggest International companies in supporting the new version, such as  McDonalds , Coca-Cola, Bing, Dell, HeinekenHP and  Intel among others. Most of these already have official  brand pages on Twitter.

What’s different?

Design, Videos and Images

On Twitter’s official blog, the company describe a new and simplified version of the social network, which provides companies the ability to customise their profile with more of a branded look. As we can see in the below example from the Coca-Cola Twitter page.

Coca-cola

However, customisation is not the only new advantage for companies and followers. The new twitter also allows brands to show embedded multimedia; videos and images. This makes the new Twitter site more visually appealing for users and gives businesses the opportunity to spread content in different formats.

Space tweetSpace tweet

 

 

 

 

 

What are Embeddable Tweets?

A new feature from Twitter allows content authors to add tweets to their websites, simply by copying and pasting a simple line of code.  That enables visitors to follow, reply, re-tweet or favourite a tweet with a single click and without leaving the page.

Twitter Buttons

Twitter also introduced the new #hashtag button, which indicates to the visitors of your site that there is an interesting conversation happening on Twitter. The users have the option to be part of the conversation with just one click. Eg-

Tweet smwldn

According to Brian Ellin (Twitter), “the @mention button is key because it encourages visitors to Tweet to your account, driving public conversation directly from your website”.

Tweet @icrossing_uk

Conclusions

It is probably too early to make any conclusions about the potential of the new twitter pages for businesses. As mentioned above, important updates are expected in the following weeks and the new profiles are currently only available to a limited number of companies.

However, it will be interesting to see the impact of the new Twitter design and features in the near future and the reaction of both; companies and users.

Another interesting aspect is how other social networks may react in response to Twitter’s new service. For instance, last week Youtube redesigned its interface, so it now offers a complete integration with Facebook and Google+ accounts.

Youtube icrossing

Pinterest, a fast growing social bookmarking service, still doesn’t offer pages for businesses but it may soon follow Twitter’s example. If you’d like to find out more about Pinterest, please refer to this introductory post written by Modestos, my colleague at iCrossing.

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    Comments (4)

    • Weekly Link Round Up – 12-16-11 | Social Media Marketing

      [...] What do Twitter brand pages mean for marketers? (Connect.Icrossing.co.uk) [...]Dec 16, 2011 01:50 pm

    • Mike Fawcett

      Nice post Dani! It'll be interesting to see how this develops, and particularly how users react to ever increasing levels of brand messaging on social platforms.Dec 14, 2011 12:51 pm

    • Modesto

      Enhorabuena!

      Nice post Dani, thanks for keeping us informed at the other side of the planet.

      Keep up the good work!Dec 13, 2011 06:18 pm

    • 5 Key Takeaways of the New Twitter Redesign and Brand Pages | e1evation, llc

      [...] ‘new’ Twitter?Related articlesTwitter Launches Brand Pages for Business Accounts (hubspot.com)What do Twitter brand pages mean for marketers? (connect.icrossing.co.uk)Twitter redesign tries to expand reach (sfgate.com)Twitter Gets a Facelift [...]Dec 13, 2011 04:11 pm

     
    Please note: the opinions expressed in this post represent the views of the individual, not necessarily those of iCrossing.

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