Commentary

How Will Marketers Find ROI On Twitter?

Is the 140-character limitation provide enough space to add a message and a call to action? That's a problem marketers have when it comes to finding the return on investment in tweets.

During the Twitter client third-party developers panel at OMMA social in San Francisco Tuesday, Ryan Holmes, CEO, HootSuite, says his company is looking at developing tools for marketing that involves multichannel marketing, in stream advertising, and trying to find the "magic mix" between advertising and sponsorship.

Somrat Niyogi, CEO and founder at Bazaar Labs, says marketers will begin to tap into widgets and sponsorships to make money on Twitter, but it's important for the third-party companies to remember they don't own the client's data.

2 comments about "How Will Marketers Find ROI On Twitter?".
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  1. Fred Jones, January 26, 2010 at 7:09 p.m.

    So long as your KPIs don't include $$$, you can demonstrate plenty of anecdotal ROI. Enough to keep your job as a marketer in today's market place.

  2. Ryan Deutsch, January 27, 2010 at 12:10 a.m.

    We are seeing these channels go beyond "anecdotal" ROI. Marketers we are working with are using Twitter to extend reach of current programs. Bottom line is that consumers are turning to the "Social Graph" for input on retail purchases, travel plans and everything in between. Marketers that figure out how to motivate their best customers to become advoates on the social wen are in a position to capaitlize on the amplification Twitter provides. we have seen this first hand in client programs.

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Laurie Sullivan is a writer and editor for MediaPost. You can reach Laurie at lauriesullivan@gmail.com.

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