Twitter now has over 100 million active users sending over 230 million tweets per day, and the site attracts more than 400 million unique visitors each month. Millions of passionate consumers use the site to discover and share information around common interests, with the average American spending more than 10 hours per month on Twitter and other social feeds. It's no wonder brands want to insert themselves into the Twitter conversation to reach and engage consumers based on shared interests.
And yet, while nearly every brand has its own Twitter account and regularly tweets, many brand messages get drowned out in the constant fire hose of tweets. To make themselves heard above the noise, brands are now racing to reach consumers in social feeds via paid media -- using several marketing tactics to make sure their messages are heard. At my company, we've seen brands double their paid social stream advertising in 2011, and large brands have actually increased spend by more than four times.
But getting paid media on Twitter and other real-time social feeds right is no easy task. Which paid media strategies can brands adopt today to reach targeted audiences on Twitter? How can they reach these audiences in a measurable, scalable way -- but also ensure consumers experience their messages as rich, engaging content instead of intrusive ads?
Since paid social stream advertising is so new, many brands are learning as they go. To get started, here are four concrete strategies to use social advertising to deepen your brand impact on Twitter.